Published on April 29th, 2021 | by Sumit Bhowal0
Essential Factors to Understand About PR Crisis Management
Every business needs the services and guidance of a strong PR agency to succeed and grow popular among customers. PR agencies help organizations build and foster business relationships and networks with other similar businesses and the public.
Even well-managed businesses are bound to face PR issues and require PR crisis management solutions at some point in their functioning. An experienced PR agency will help you promote your brand through physical media and social media platforms and help mitigate the impact of a PR crisis.
Foreseeing the Situation
An experienced PR agency can predict a PR crisis brewing even before it evolves into the definition of a crisis. A negative social media post targeting your brand may only have a few 100 views right now. However, the chances of it going viral, and developing into a scandal, cannot be ignored.
The first step in PR crisis management is dealing with negative news and preventing negative information about your brand from going viral. In some cases, a massive PR crisis could be eliminated using simple measures like addressing the complaints of a dissatisfied customer or providing replacements for a defective product.
Understanding the Situation In-Depth
Before taking on a PR crisis issue, the PR crisis management team takes on understanding the PR problem from all angles and all perspectives. Every detail about the situation is critical, and the PR management team keeps track of all developments and all news on the issue. The agency studies all related information and makes conclusions about the core issue to be addressed. In several cases, minor details that are usually brushed off as insignificant may play a prominent role in a PR crisis.
The Origin and Cause of the Crisis
The business world can sometimes be brutal to function in. Often, competing businesses or organizations with conflicting ideologies resort to instigating or triggering PR issues for the other business to make the brand less prevalent in the market.
When a specific brand loses out on its market share, other businesses in the industry have the opportunity to gain it. PR issues could also be created by citizens or organizations who do not agree with a particular brand’s policies or motives.
For example, in 2010, Greenpeace posted a negative video of Nestles’ palm oil on YouTube, and Nestles’ PR team allegedly contacted YouTube and ensured they removed the video. An insightful PR agency can trace the origin and cause of the PR issue. Tackling the issue would be challenging without knowing the details of the root of the issue.
The Right Response
Your brand’s response to a PR issue is the most impactful factor in a PR crisis. Sometimes the best strategy in a PR crisis management situation is a public apology to resolve and close the issue. A significant amount of planning should go into the response to a PR crisis. The wrong response could fuel the crisis and lead to futile costs.
Aggressive responses from representatives of your brand could trigger an angry response from your customers (existing and potential) and the general public. Hence it is essential to have a solid strategy to help ensure your response does not result in dents in your brands’ reputation and goodwill.
Transparency is critical at multiple levels when faced with a PR crisis. For effective crisis management, the brand’s people should disclose all relevant bits of information to the PR team. If the crisis wasn’t uncalled for, it is vital that the brand is transparent with the public and affected customers.
Learn From the Crisis
A PR crisis could turn into a catastrophe if not dealt with responsibly. Besides losing valuable customers, your brand could also face legal consequences, penalties, or even license suspensions. It is essential to learn from every PR crisis you go through and devise strategies to tackle any future issues. Working with an expert team of PR agents will help your business navigate PR issues as smoothly as possible.