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YOU SAID WHAT? How to Manage a Reputational Crisis


In the marketing world, there are many necessary branches that should work together to represent your brand. Starting with your logo, brand messaging, website copy, press releases, social media copy, and brand collateral, internal communications should all be on the same page from the start. In times of reputation crisis, it's more important than ever for your team to come together and move forward with a well-rounded response.

Most brands don't like to think about a crisis communication plan. It won't happen to them, right? In today's digital world, when every customer has a platform via social media sites and quick access to media contacts, it is critical for brands to have a plan in place.

Warren Buffet once said, "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently." Be ready to act quickly to a crisis, but not haphazardly. Asses the situation and get your internal team on board. The best brand responses recognize that they hear the issue—that the customer is being transparent and honest—and do not get upset at the customer, ever. They acknowledge the incident and apologize—and do not delete comments or posts. Work with the brand representatives and have a spokesperson prepared. And don't choose to ignore media, as you are then waiving your ability to craft the story with your point of view.

Following a crisis, be prepared to monitor all social media pages and prep for any rogue questions that come up during interviews. Respond to comments and questions with pre-approved and drafted copy, instead of knee-jerk, emotional messages. Let customers know you are still listening to their feedback, and explain what you've done to rectify the situation. Going the extra mile to respond to all customers will show your dedication to fix your reputation in the long run.