Brand PR crisis occurs when negative events or comments threaten the brand reputation. A PR crisis may occur at some point, but how a company responds to it can determine the extent of the impact on its brand. Here are six tips that can help you get through a PR crisis and clear up any damage to your brand. This article is intended for small business owners interested in strengthening and protecting the reputation of their brands.
wom-monitor Public opinion monitoring system
5. Statements should be audible. In fact, the media is very important in dealing with a crisis! What are the taboos or tips in communicating with the media?
In fact, there is not much point in using so-called skills to communicate with the media, and there is not much room for communication with the media after the crisis. On the contrary, it is more important that we should establish a good relationship with the media before a crisis occurs.
First, we should have an open attitude. Many enterprises are fire prevention, anti-theft, anti-media. In fact, this is wrong. If we shut ourselves down, it will be difficult to gain public trust. I believe that a company that is transparent, frank and sincere is more likely to gain the trust of others, while a company that protects itself is less likely to gain the trust of others. Your business is relatively transparent and still open in the process of communicating with the media, so the whole media and the public are more aware of your business, so when a crisis happens, it is easier for us to believe.
Secondly, I think we should communicate more with the media in our daily life, so as to convey the company's events to the media. In addition, we should cooperate with the media.
Third, I think the relationship with the media should not be too far or too close. In normal work, I think we should keep a certain distance, if we are close, we will not compliment, if we are close, we will not be rude. If you're too close, you may act and act. If you talk too much, you lose it. If you're too far away, you lack basic trust, so it's more important to be close or not close to the media. Of course, if you are a congenial media reporter, you can also be very close and good friends.
After the crisis, communication with the media also needs special attention in many areas. The attitude needs to be sincere and open, but in the interview wording and speech, we must be rigorous, brief, good standardization, otherwise it is easy to have problems.
Communication with the media requires careful preparation. Don't give video or phone interviews easily. So you can respond in writing. I really had to do a video interview or a phone interview, but I also should have done a lot of preparation because the video and the phone were live at the same time and I couldn't change what I said. If you respond with text, you can be prepared to deliver the right message more accurately.
The other thing is don't lie. You can't say things that are inconvenient or didn't happen, but you have to make sure everything you say is true. We often say that it takes 1,000 lies to make up for one lie. As long as you lie, you will continue to lie to cover up the lie, and it will be revealed. Especially in the era of mobile Internet. Your information is basically transparent, and so is the company. Any statement can be justified in many ways. Therefore, if you lie to the public dishonestly, nine times out of ten you will be found out. At that point, there will be waves of injustice, which will make the original crisis even worse.
Also, maintaining one voice when communicating with the media, not to mention after the boss has given an interview, VP. The director of public relations was also interviewed by the media, and it was important to speak in the same voice. Therefore, an enterprise should set up a spokesperson, and all communication should be transmitted through the speaker's mouth. Because two people may make mistakes in an interview, because no two people have perfect understanding as long as they interpret a question from different perspectives. Different discourse organizations may contradict themselves, thus giving rise to new disputes and arguments.
Corporate news outlet Aswen
6. Should bosses speak up when the industry is in crisis?
It's a real problem. Many businesses will face this choice. Of course, it's not a blanket statement whether bosses should step up or not. There are two types.
Big companies don't want the boss to speak at the beginning, because they usually have spokespeople. Moreover, the brand power of big companies is great. If the boss simply says the wrong thing, it can be fatal to the brand because he gets more attention. There are two main functions for large enterprises to set up spokesmen: one is that the spokesmen are more professional, so large enterprises can afford the money; Two points is that the speaker is actually a firewall. If a spokesman says something wrong and causes public anger, then the company can take a step back and the boss can finally explain and clarify that the spokesman's answer does not fully represent the company's opinion. The real meaning of our company is not like this. If the boss speaks directly, there is no wiggle room if he says something wrong. As an owner, he can't say I can't represent my business, nor can I
If it's a small business, I think the owner can just stand up and speak, because it's impossible for a small business to invite a speaker. At the same time, the brand influence of small enterprises is relatively small. If they say the wrong thing, the impact is very limited. It's funny how barefoot you're not afraid to wear shoes. Small businesses go barefoot. At this time, the boss rushed out, perhaps he will be popular through the crisis, the crisis into an opportunity.
