“Many companies will bounce back better from doing that
and taking responsibility than trying to hide their involvement. I
think that’s key,” she said.
Respond quickly and effectively
Nidle says the first steps in times of a brand crisis should be to
assess the facts or the situation, then follow your plan and try to
respond to the situation within 24 hours.
“I think it’s paramount to do the right thing really quickly.
Even if you realize that your involvement created this crisis, the
sooner you can say, ‘We’re on it. We don’t know all the facts or have
all the answers right now, but this is what we do know and we’re
investigating it,’ the better,” she said. “Do that, and then follow up
with actions. That’s what people are waiting for.”
Froese believes a quick response can go a long way in helping
to diffuse major brand threats like a product recall. As an example,
she recalls an instance when she helped a beverage company with
a recall after someone claimed they’d found something in a product
that shouldn’t be there.
“Rather than fight it and do a ‘he said, she said,’ they decided
to pull that product off the shelf just to make sure everything was
safe, and at the end of the day their product was fine,” said Froese.
“It was an expensive solution, but it was the right response and
the issue went away quite quickly.”
Nidle notes that companies often rely on an experienced
media person within their ranks to release public statements
in response to brand threats or will call in a PR agency for help
doing that. However, she believes that’s not always the most
effective tactic.
“I think that an honest and sincere statement from the top
is better any day than a slick off-the-shelf statement from a staff
member or agency,” said Nidle.
She adds that if it is decided that someone like an owner or
senior corporate official would be the best spokesperson, a PR
advisor can assist them to be “prepared, press ready, practiced and
even more important, that they’re comfortable giving a statement.”
Froese agrees that having someone from the top make a
public statement could have the most impact, especially if it is a
smaller organization with limited staff. If a lack of proper training
or availability are issues, she says another route would be to have a
designated, experienced communicator within the team who can
do a good job of conveying the company’s message.
Take control of the narrative
Both Froese and Nidle stress the importance of getting in front of a
story when it concerns a company’s image and its brand.
“It’s crucial to take control of the narrative first before social
media does,” said Nidle.
P U B L I C R E L AT I O N S
Photo courtesy of Town Hall Brands
Photo courtesy of Town Hall Brands
WINTER 2020 § POURED CANADA § 35