Trusting the media with your reputation in a crisis?

Updated: Jul 2, 2020

Are you putting the reputation of your business and brands in the hands of the media and hoping for the best? That is effectively what most companies are still doing when it comes to a potential crisis. It’s a strategy fraught with danger. Thankfully there is an alternative.

I’m Steve Hather from CrisisClarity. We help food and consumer goods companies prevent a social media crisis and keep more customers through real-time crisis simulations without the PR fluff.

The most common response to a fast escalating potential crisis is to put out a media statement or press release. PR companies trot out the cleverly worded, slick statement that is sent to journalists in the hope they use some of it, any of it. 

The truth is that you, your company or your PR agency have no control over what the media use in their story. 

Make no mistake, you do need to respond to the media in a crisis – “no comment” is likely to create even more problems, but thankfully it’s not the only means of communication. 

Over 60% of consumers - and even the media, turn to social media for the majority of their information about products and brands. Most companies understand the importance of social media for engaging with consumers so you can build loyalty and trust in your brands. 

At the very moment that trust is questioned - a series of consumer complaints, negative comments or allegations of bad behaviour, many companies stop talking or revert back to cold, fact-based one-way statements. 

Unlike a media statement, you have absolute control over every word that you put on your social media pages and how you respond to consumers comments. Consumers don’t use social media to read an announcement - that’s one-way communication. They come to social media to engage. By taking the time to engage with consumers, answering their questions and addressing their concerns, your business will send a clear message that you understand and that you care.

If you’d like more information on how to prevent a social media crisis, download our free guide "No FMCG company should ever have a reputation crisis - 5 mistakes to avoid" by clicking here.


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