Prepare for the Worst – Then Make the Best of it
All news is good news. At first glance, it may well seem like that in the world of marketing and PR, but it is also true that mud sticks and it takes years to overcome bad feelings once the seeds are planted in the minds of the consumers.
Even though businesses of any size will (and should) strife to create the best possible brand experience for their customers, it is inevitable that sometimes things don’t go to plan. A crisis management strategy is always a good idea when a business enters the media world and is exposed to not just positive feedback. A good and thought-through crisis management strategy will define the strength of a brand and how quick (or if) it will recover.
There are many reasons for why a crisis could occur – look at the recent horse meat scandal where the supply chain has compromised both budget and premium brands all over Europe. Who would have thought… And whilst Tesco and Iceland are starting a brand trust campaign, other organisations are using the crisis for their own benefit – like PETA and their campaign to ‘go vegan’.
Small brands are perhaps less exposed to the media, but just as vulnerable to a crisis, especially if unprepared. Bad word of mouth is damaging on whichever scale. And being ready for the worst case scenarios gives a business an advantage over competitors in the same or similar situation no matter how small.
When in a crisis, there are a few things to consider, but perhaps one of the most important ones is that the business understands the concerns of the public and stake holders, that it remains tactful and human, that it puts people and emotions ahead of profits and potential loss of assets.
No-one wants a crisis, but a business should not fear those ‘sticky situations’. A crisis is as much of an opportunity as it is a problem – and how it will turn out is once again dependent on how the brand is managed and prepared.