How To Dig Your Brand Out Of A Crisis

How To Dig Your Brand Out Of A Crisis

This story was originally published by

Brands are inevitably going to have a pickle at some point. Handle it well and your brand could be saved.

SHARE
THIS



Sometimes there’s no way to make a bad day at the office better.

Take the disastrous leaking of Sony Pictures’ hacked emails, which caused strained relations from Hollywood to the White House, followed by the debacle of the canceled release–then subsequent release–of its film “The Interview” due to terrorist threats.

A speedy “sorry” while falling on a sword of accountability hardly provides damage control for wounds that deep. But often images can be repaired and restored. You just need a plan.

“Given the world we live in, the only thing a company can be confident of is there will be a crisis,” said Tim Calkins, clinical professor of marketing at Northwestern University’s Kellogg School of Management in Chicago, in an interview with CMO.com. “The way you respond will impact your brand for years.”

Here are five best practices on how to avoid fanning the flames of corporate crises.

’Fess Up And Fix It

Even when you’re unsure how a gaffe occurred, own it: Take responsibility, voice remorse, and show concern for the public. Rather than theorize what went wrong, delve into the mishap so you can fix the flub and make sure it won’t reoccur. Give a timetable for further news.

And do so quickly: Social media’s speed gives you scant time to get ahead of a disaster and shape news coverage.

“Tell it first and tell it fast,” said Blair Christie, SVP/chief marketing officer at Cisco, in an interview with CMO.com. “As painful as that might be, it’s much more painful to clean up after.”

Consider Southwest Airlines’ handling of a plane that landed nose-first at New York’s LaGuardia airport in July 2013. Prompt tweets and Facebook entries let the public know the carrier cared about passengers’ safety. Southwest vowed to review the incident, which led to the firing of one pilot and further training for another staffer three months later.

Read full article here.

Please login with linkedin to comment

Latest News

TAC & Taboo Urge Victorians To Make Roads Safer This Christmas With Ribbons
  • Advertising
  • Campaigns

TAC & Taboo Urge Victorians To Make Roads Safer This Christmas With Ribbons

Victoria’s Transport Accident Commission (TAC) and Taboo have created a high-impact, interactive campaign encouraging all Victorians to play their part in making roads safer around Christmas. The ‘This Christmas’ activation is filled with thousands of brightly coloured ribbons featuring messages written by real Victorians, to encourage us to all stay safe for the merriest Christmas […]

NITV Announces Four Indigenous Executive Appointments
  • Media

NITV Announces Four Indigenous Executive Appointments

National Indigenous television service NITV has announced four senior Indigenous appointments who will be responsible for growing its on-air and online platforms. Rhanna Collins, a proud Palawa woman, has worked at NITV for the past four years and has been appointed as executive editor, working across the TV station’s news and current affairs digital and […]

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Advertising
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]