Conquering a corporate crisis5 min read . Updated: 19 Nov 2017, 04:20 PM IST
How can a company minimize brand damage when hit by a public relations disaster? Have a plan, say experts
Brands thrive on the reputation they cultivate carefully over the years. It makes the difference between consumers picking one over the other and then remaining loyal. However, brands can, despite their best efforts, face a crisis of reputation following an episode, a rant by an employee on social media, senior management behaviour, or an ad campaign gone wrong. All it takes, in this case, is one viral social media post to send the brand into a downward spiral that quickly unfolds into a public relations disaster. The Indigo airlines incident, where a passenger was assaulted by ground staff, is the most recent in a long list of events that quickly escalated and became a talking point on social media. United Airlines’ forcible removal of a passenger, Pepsi’s ad with Kendall Jenner and Uber’s unending troubles over policy issues all over the world and allegations of a culture of rampant sexual harassment, are some of the other instances this year.
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