Have you noticed the takeover of social media and the influence that it has on brands? With social media and the internet at our fingertips, available information is endless. This is a good and bad thing! With so much information available to the public, they can position brands in either a negative or positive light without the brand’s control. It is important to keep this in mind as we work alongside our clients as publicists to develop messaging, brand positioning, interview prepping and the way in which we introduce new products to the market from a public relations front.
Recently, there has been many issues with brands advertising or positioning their brand or product in a negative light and consumers on social media have no mercy. The news that most recently shut down the internet is PepsiCo’s CEO’s response on the reasoning behind the new Doritos chips that she positioned as a “lady” snack. According to her interview on the “Freakonomics Radio” podcast, she mentioned that the chips are made primarily for women, as we do not enjoy crunching too loudly in public and licking out fingers generously. Her comments were outrageous, as I love a good crunch and have no issues in public enjoying chips!
So, what does one keep in mind when managing such crisis? Forbes hit the points when they published the 13 Golden Rules of PR Crisis Management. Check out the below.
- Take Responsibility
- Be Proactive, Be Transparent, Be Accountable
- Get Ahead of the Story
- Be Ready for Social Media Backlash
- Remember to be Human
- First Apologize, Then take Action
- Monitor, Plan and Communicate
- Seek First to Understand The Situation
- Listen to your Team First
- Develop Strong Organizational Brand Culture
- Turn off the Fan
- Avoid Knee-Jerk Reactions
- Be Prepared
If ever you find yourself in crisis communication mode, keep the above in mind for guidance and you will be set!