In an age of “cancel culture” and Twitter mobs, a company that is facing a major public relations problem would do well to not only mitigate the potential damage it might cause but also flip the narrative so as to better shape public perception of the issue. As the saying goes, “Never let a crisis go to waste.”
Having a plan in place to counteract harmful impressions that may be circulating via social media, word-of-mouth and other channels when a PR crisis hits can simultaneously elevate your brand as you and your team or agency partners manage the fallout. Here, members of Forbes Agency Council explore the best ways for a company to use a crisis as an opportunity to make positive changes and then communicate them to boost the brand’s image.
Forbes Agency Council members share ways to communicate positive changes when a PR crisis hits.
Photos courtesy of the individual members.
1. Have A Crisis Communication Squad
Companies should have a crisis communication squad. Managers could start executing uncoordinated and uninformed actions with the best intentions, but incomplete or inaccurate information. A crisis team can mount a satisfactory response and propose positive brand scenarios, as well as identify and react to threats that may hit tomorrow by conducting thorough risk-identification exercises. – David Ramos, BZEL
2. Show Emotion And Announce A Shift To Come
The whole nature of handling a crisis involves being open and honest and addressing the issue head on in the best light. This could be an opportunity for the company to emphasize its culture, its dedication to service and its transparency with clients. Show emotion and announce a shift to come. Just do it in the most honest way and not by capitalizing on the moment in the wrong way. – Michelle Mekky, Mekky Media Relations, Inc.
3. Own Up And Be Accountable
One example of how to communicate positive change during a PR crisis is owning up and being accountable. When a company behaves badly, the CEO needs to publicly own up, apologize and clearly state the actions the company will take to turn things around, then go ahead and prove it. – Azadeh Williams, AZK Media
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4. Focus On Internal Communications
Real change starts from within. When there’s a crisis, don’t just focus on external communications, Wikipedia updates and managing the bad news in the press. Bring the comms activity inside the organization. Spin up an intranet site with a message center. Get the employees’ take on the situation and ask for their ideas, guidance and support. Odds are you’ll find more than just a solution for this crisis. – John Geletka, Geletka+
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5. Show How You’re Learning And Adapting
Demonstrating how the company responds to a crisis—not only in terms of communications, but also in how it learns from the causes of the crisis to genuinely adapt its processes or change its ways of working—can positively alter public perceptions of the brand. – Kate Whelan, Notch Communications
6. Highlight Something Relevant The Company Is Doing
A crisis situation can be a legitimate reason to talk about something the company is doing in a particular area that may have been overlooked or is just not a priority for the comms team. For example, if a company prides itself on being a great place to work, and there is a situation around fairness, the company can use the event to highlight/review benefits and other non-salary compensation. – Scott Mills, William Mills Agency
7. Make Fundamental Changes To Your Culture And Values
Transparency and authenticity are critical both during and post-crisis. The opportunity arises for a brand to make fundamental changes to its culture and values. While this might not be immediately recognized by the media and the market, over the long term, the shift will be recognized and rewarded by investors, employees, customers and partners. And that’s a good story that needs to be told. – Ethan Parker, Treble
8. Be Open And Honest, And Own The Mistakes
The public is not impressed by how well a company can cover up a problem and make it disappear. After a crisis, all eyes are directed at the company to see what the response will be. This is the perfect time to leave your audience with a genuine impression of your brand and your core values. – Katie Schibler Conn, KSA Marketing
9. Have A Crisis Communications Plan In Place
If you don’t have a crisis communications plan, put one in place now. When a crisis occurs, you will be prepared to share a timely, authentic response that is on point with your brand values and messaging. Knowing how to respond ahead of time is the best way to use a crisis to show the world who the brand is and why people should continue to care about and support it. – Mary Ann O’Brien, OBI Creative
10. Put Forth An Image Of Positivity
Your company should understand that it is always in a learning phase. Any negative experience or unwanted attention should be used as an opportunity to learn how to better approach a situation the next time it comes around. Don’t be afraid to provide an apology, even if it isn’t your fault, and make a statement that you will work to improve your process in the future. – David Wurst, WebCitz, LLC
11. Boost Your Brand In Three Ways
I advise clients to boost their brand through a crisis in three ways. First, get out in front of the situation by owning up to where you fell short, without spin. Then, don’t put out general platitudes—provide specific actions you plan to take now and in the future. Finally, audit the crisis and identify the touch points that led to the situation so that you can make real improvements to prevent future problems. – Karen Leland, Sterling Marketing Group
12. Find The Silver Lining
Every crisis is an occasion to display your values and engage with your customers and business partners. A crisis presents the opportunity to reach out and humbly remind stakeholders of who you are, what you stand for, how you make decisions and the responsibility you take with their trust. But you have to proactively communicate if you hope to have them saying, “That’s why I like that company.” – Jim Heininger, Dixon|James & Rebranding Experts
13. Respond To Feedback And Criticism
Silence is acceptance, which is suicide in the current digital world. Respond to feedback. Respond to criticism. Use employee culture to lift the brand presence, and ask for help from loyal customers and partners. Recognize that you need help; this will also show your humble attitude about what is going on. Act fast; the sooner you show action to effect change, the faster you will learn if it helps. – Ally Spinu, USA Link System
14. Commit To Making Changes, Then Show How You Are
After a crisis, it’s best to be forthright—and not just in public statements. There has to be some honest internal reflection that leads to actionable change. Anyone can say they understood what went wrong and commit to “doing the work,” but no one will believe you if you’re just telling and not showing. Make your initial statement and then follow up once you’ve got something to show for it. – Tellef Lundevall, Accelerated Digital Media
15. ‘Dress Up, Then ’Fess Up’
There’s a saying that goes, “When you mess up, you should dress up, then ’fess up.” Being genuinely compassionate toward those who have been injured or hurt in a crisis is the first step. Then, tell your employees and the public what you will do to fix the problem. If you don’t have all the information, assure the public and the media you will get back to them as soon as you know. Never say, “No comment.” – Nancy Marshall, Marshall Communications
16. Craft Your Narrative As Traffic And Searches Increase
Once a PR crisis hits, all eyes are on you. Your audience waits to see how you will respond to the crisis. Since traffic to your site and searches for your company will increase, it is the perfect opportunity to craft your narrative. It is a great time to communicate your company’s core values and develop a message that will put your company in a positive light. – Marilyn Cowley, PREM – PR & Social
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Author: Expert Panel®, Forbes Councils Member
