22 IMPACT
Managing PR Disasters with Confidence: Effective Crisis Communication Strategies
10th June 2025
/
6 min read
In today's digital age, where information spreads rapidly and reputations can be built or destroyed overnight, every business should be prepared to face a PR crisis.
A PR crisis occurs when negative events or reviews threaten a brand's reputation, and how a company responds to these challenges can determine the extent of the damage.
In this article, we will explore effective crisis communication strategies that small business owners can employ to navigate a PR crisis, limit damage to their brand, and learn from any mistakes.
By following these guidelines, businesses can manage crises with confidence and protect their hard-earned reputation.
What is a PR Crisis?
A PR crisis is any negative event or review related to a business that gains traction in the public sphere and has the potential to taint the company's image in the eyes of its customers. These crises can take various forms, such as data privacy issues, executive scandals, or customer accidents. It is essential to understand that no company is immune to PR crises, and how a business handles these situations can significantly impact its reputation and stakeholder relationships.
The Consequences of a PR Crisis
The fallout of a PR crisis can be devastating to a business. If not managed effectively, it can lead to a loss of customer trust, scare off potential clients, discomfit investors, and damage the overall corporate reputation. A poorly handled PR crisis can create a damaging disconnect between the organization and its key stakeholders, undermining the corporate communications strategy and losing the support of senior leadership. The impact may be short-term, lasting until the next news cycle, or it could cause long-term damage that is difficult to repair. It is almost certain that a PR crisis will have an adverse effect on the bottom line, affecting profits until consumer confidence is restored.
The Definition of a PR Crisis
Identifying a true PR crisis can be challenging, but one litmus test is whether events are escalating beyond the control of the communications team, reaching senior management. However, a simpler definition is any negative publicity that significantly affects everyday operations. PR crises can arise from various sources, including poor employee behavior, cyber breaches, unwarranted executive pay, hypocrisy, negative industry stories, geographical factors, or mistaken identity. Regardless of the cause, organizations need to recognize and address PR crises promptly to prevent long-term damage to their reputation.
Examples of PR Crises
To better understand the impact of PR crises, let us examine two well-known examples: Facebook and Uber. Facebook faced a PR crisis when data privacy issues related to Cambridge Analytica surfaced, potentially influencing the 2016 U.S. presidential election. Uber, on the other hand, struggled with internal issues involving sexual harassment and hostile work environments. These companies made mistakes that small businesses can learn from, such as deflecting responsibility and providing insincere responses. It is crucial to handle a PR crisis with authenticity and genuine concern to regain trust and mitigate damage.
In today's digital age, where information spreads rapidly and reputations can be built or destroyed overnight, every business should be prepared to face a PR crisis.
A PR crisis occurs when negative events or reviews threaten a brand's reputation, and how a company responds to these challenges can determine the extent of the damage.
In this article, we will explore effective crisis communication strategies that small business owners can employ to navigate a PR crisis, limit damage to their brand, and learn from any mistakes.
By following these guidelines, businesses can manage crises with confidence and protect their hard-earned reputation.
What is a PR Crisis?
A PR crisis is any negative event or review related to a business that gains traction in the public sphere and has the potential to taint the company's image in the eyes of its customers. These crises can take various forms, such as data privacy issues, executive scandals, or customer accidents. It is essential to understand that no company is immune to PR crises, and how a business handles these situations can significantly impact its reputation and stakeholder relationships.
The Consequences of a PR Crisis
The fallout of a PR crisis can be devastating to a business. If not managed effectively, it can lead to a loss of customer trust, scare off potential clients, discomfit investors, and damage the overall corporate reputation. A poorly handled PR crisis can create a damaging disconnect between the organization and its key stakeholders, undermining the corporate communications strategy and losing the support of senior leadership. The impact may be short-term, lasting until the next news cycle, or it could cause long-term damage that is difficult to repair. It is almost certain that a PR crisis will have an adverse effect on the bottom line, affecting profits until consumer confidence is restored.
The Definition of a PR Crisis
Identifying a true PR crisis can be challenging, but one litmus test is whether events are escalating beyond the control of the communications team, reaching senior management. However, a simpler definition is any negative publicity that significantly affects everyday operations. PR crises can arise from various sources, including poor employee behavior, cyber breaches, unwarranted executive pay, hypocrisy, negative industry stories, geographical factors, or mistaken identity. Regardless of the cause, organizations need to recognize and address PR crises promptly to prevent long-term damage to their reputation.
Examples of PR Crises
To better understand the impact of PR crises, let us examine two well-known examples: Facebook and Uber. Facebook faced a PR crisis when data privacy issues related to Cambridge Analytica surfaced, potentially influencing the 2016 U.S. presidential election. Uber, on the other hand, struggled with internal issues involving sexual harassment and hostile work environments. These companies made mistakes that small businesses can learn from, such as deflecting responsibility and providing insincere responses. It is crucial to handle a PR crisis with authenticity and genuine concern to regain trust and mitigate damage.
In today's digital age, where information spreads rapidly and reputations can be built or destroyed overnight, every business should be prepared to face a PR crisis.
A PR crisis occurs when negative events or reviews threaten a brand's reputation, and how a company responds to these challenges can determine the extent of the damage.
In this article, we will explore effective crisis communication strategies that small business owners can employ to navigate a PR crisis, limit damage to their brand, and learn from any mistakes.
By following these guidelines, businesses can manage crises with confidence and protect their hard-earned reputation.
What is a PR Crisis?
A PR crisis is any negative event or review related to a business that gains traction in the public sphere and has the potential to taint the company's image in the eyes of its customers. These crises can take various forms, such as data privacy issues, executive scandals, or customer accidents. It is essential to understand that no company is immune to PR crises, and how a business handles these situations can significantly impact its reputation and stakeholder relationships.
The Consequences of a PR Crisis
The fallout of a PR crisis can be devastating to a business. If not managed effectively, it can lead to a loss of customer trust, scare off potential clients, discomfit investors, and damage the overall corporate reputation. A poorly handled PR crisis can create a damaging disconnect between the organization and its key stakeholders, undermining the corporate communications strategy and losing the support of senior leadership. The impact may be short-term, lasting until the next news cycle, or it could cause long-term damage that is difficult to repair. It is almost certain that a PR crisis will have an adverse effect on the bottom line, affecting profits until consumer confidence is restored.
The Definition of a PR Crisis
Identifying a true PR crisis can be challenging, but one litmus test is whether events are escalating beyond the control of the communications team, reaching senior management. However, a simpler definition is any negative publicity that significantly affects everyday operations. PR crises can arise from various sources, including poor employee behavior, cyber breaches, unwarranted executive pay, hypocrisy, negative industry stories, geographical factors, or mistaken identity. Regardless of the cause, organizations need to recognize and address PR crises promptly to prevent long-term damage to their reputation.
Examples of PR Crises
To better understand the impact of PR crises, let us examine two well-known examples: Facebook and Uber. Facebook faced a PR crisis when data privacy issues related to Cambridge Analytica surfaced, potentially influencing the 2016 U.S. presidential election. Uber, on the other hand, struggled with internal issues involving sexual harassment and hostile work environments. These companies made mistakes that small businesses can learn from, such as deflecting responsibility and providing insincere responses. It is crucial to handle a PR crisis with authenticity and genuine concern to regain trust and mitigate damage.
The Seven Golden Rules of PR Crisis Management
To effectively manage a PR crisis, businesses should follow these seven golden rules:
React quickly: Getting ahead of the story and responding promptly is crucial. It is better to make an initial move quickly than to wait and see what happens. By getting a positive response out there as soon as possible, you can shape the narrative and establish control over the situation.
Take responsibility: Acknowledge the issue and avoid making excuses. Being seen as an authentic and transparent business is essential, even if mistakes were made. A sincere apology and a human response can go a long way in rebuilding trust.
Be proactive: Alongside acknowledging the issue, taking action to correct it is equally important. A comprehensive crisis management plan should consider all potential impacts and outline the necessary actions. Communicate what steps you will take to address the problem and ensure you follow through.
Engage all stakeholders: Crisis communication should extend beyond customers and shareholders. Employees, managers, suppliers, the local community, and interested observers all need reassurance that the business can handle the crisis. Maintaining open lines of communication with these stakeholders is crucial.
Cover every communication channel: Communicate through various channels to reach all stakeholders effectively. This includes traditional media as well as social media platforms where stakeholders engage with each other. By utilizing all available channels, you can ensure your message reaches a wide audience.
Monitor media coverage: Implement media monitoring to anticipate and address potential crises. By tracking mentions of your organization and analyzing sentiment, you can stay informed about public perception and respond appropriately. Media monitoring can provide valuable insights to help you navigate a crisis effectively.
Build a strong reputation: The best way to handle a crisis is to prevent it from happening in the first place. Invest in building a strong corporate reputation through ethical business practices, consistent delivery of promises, excellent customer service, and responsible corporate social responsibility initiatives. A positive reputation acts as a shield against potential PR crises.
What Not to Do in a PR Crisis
In addition to following the golden rules, it is essential to avoid certain actions during a PR crisis that can worsen the situation. Here are some common mistakes to avoid:
Don't indulge in knee-jerk reactions: Responding emotionally and without careful consideration can make a business look unprofessional and worsen the crisis. Take the time to craft measured and well-thought-out responses.
Don't present a disunited front: Ensure that all communications come from authorized individuals to avoid conflicting messages. Lock down external communications to prevent any rogue responses that could cause further damage.
Don't fuel the fire: Avoid responding defensively or engaging in public arguments. Instead, step back, evaluate the criticism, and respond with a measured and thoughtful approach. Sometimes, critics may have valid points that can help a business improve.
Don't create a social media crisis: Be cautious when responding to negative posts on social media. Engaging in public arguments or responding impulsively can quickly escalate a crisis. Stick to your own message and avoid getting drawn into unnecessary confrontations.
Don't assume every negative event is a crisis: Not every negative news event requires a full-blown crisis response. Evaluate the severity of the issue and respond accordingly. Not all criticism warrants the same level of attention and action.
Don't disenfranchise the PR team: Allow your PR team to do their job and trust their expertise. Keep senior leaders informed but let the PR professionals handle the crisis. Collaboration and effective communication are key.
How to Handle a PR Crisis
When facing a PR crisis, it is crucial to have a well-prepared crisis management team and plan in place. Here are six tips to help navigate a PR crisis effectively:
Appoint a response team: Quickly assemble a response team comprising both in-house professionals with inside knowledge of the company and external experts who can provide an objective perspective.
Devise a strategy and brief your team: Establish a protocol for crisis communication efforts and ensure that each team member understands their responsibilities. Determine whether a proactive or reactive approach is required for media coverage.
Craft your message: Gather all the facts about the incident and agree on a transparent and sincere response. Address the situation without placing external blame, and clearly communicate what actions the company has taken or will take to rectify the issue.
Identify and address affected parties: Determine the relevant stakeholders, such as employees, stakeholders, customers, and the media, who need to be informed about the situation. Timely communication is crucial to managing the crisis effectively.
Monitor the situation: Keep a close eye on inbound and outbound communications related to the crisis. Address follow-up questions or concerns promptly and exercise caution and care when dealing with customers and partners.
Review and learn from the situation: Conduct a post-action review to assess how well your team handled the crisis. Identify areas for improvement and make necessary changes to prevent similar situations in the future. Shift the conversation to positive news about your brand and work towards rebuilding credibility.
————
Conclusion
PR crises are an unfortunate reality for businesses, but with effective crisis communication strategies, these challenges can be managed with confidence. By reacting quickly, taking responsibility, being proactive, engaging stakeholders, covering all communication channels, monitoring media coverage, and building a strong reputation, businesses can navigate a PR crisis successfully. It is equally important to avoid knee-jerk reactions, present a united front, avoid fueling the fire, prevent social media crises, differentiate between criticism and crises, and trust the expertise of the PR team. With careful planning and thoughtful execution, businesses can protect their reputation and emerge stronger from a PR crisis.
————
Frequently Asked Questions (FAQ's)
How can brands prepare in advance for potential PR crises?
Have a crisis communication plan, assemble an emergency response team, identify spokespeople, and train leadership on responding quickly.
What should brands not do in the midst of a PR crisis?
Avoid staying silent, denying responsibility, deflecting blame, exaggerating or misleading facts, and arguing with critics.
How quickly should brands respond once a crisis hits the news?
Respond promptly within the first 24 hours to set the narrative. Silence lets rumors and misinformation spread.
What is a holding statement and when are they used effectively?
A holding statement acknowledges a crisis before all facts are known. It buys time to assess the situation.
How should brands communicate on social media during crises?
Social posts should express concern, update stakeholders and redirect to official statement pages rather than engaging critics.
When do press conferences work best in crisis PR management?
Hold press conferences for highly publicized crises to deliver the brand’s statement and allow media Q&A.
How can CEOs and leaders restore trust after crises?
Sincere apologies, ownership of the issue, transparency about learnings, and actions to prevent repeat crises.
What role does reputation management play in crisis comms?
Monitoring brand sentiment and conversations allows appropriate response timing and messaging finesse.
How should brands communicate with affected customers?
Directly reach out with apology messages and support. Free services, refunds or gifts help restore goodwill.
What PR tactics can help brands recover their image post-crisis?
Proactive positive news releases, brand stories, cause marketing and value highlighting help get past the issue.
The Seven Golden Rules of PR Crisis Management
To effectively manage a PR crisis, businesses should follow these seven golden rules:
React quickly: Getting ahead of the story and responding promptly is crucial. It is better to make an initial move quickly than to wait and see what happens. By getting a positive response out there as soon as possible, you can shape the narrative and establish control over the situation.
Take responsibility: Acknowledge the issue and avoid making excuses. Being seen as an authentic and transparent business is essential, even if mistakes were made. A sincere apology and a human response can go a long way in rebuilding trust.
Be proactive: Alongside acknowledging the issue, taking action to correct it is equally important. A comprehensive crisis management plan should consider all potential impacts and outline the necessary actions. Communicate what steps you will take to address the problem and ensure you follow through.
Engage all stakeholders: Crisis communication should extend beyond customers and shareholders. Employees, managers, suppliers, the local community, and interested observers all need reassurance that the business can handle the crisis. Maintaining open lines of communication with these stakeholders is crucial.
Cover every communication channel: Communicate through various channels to reach all stakeholders effectively. This includes traditional media as well as social media platforms where stakeholders engage with each other. By utilizing all available channels, you can ensure your message reaches a wide audience.
Monitor media coverage: Implement media monitoring to anticipate and address potential crises. By tracking mentions of your organization and analyzing sentiment, you can stay informed about public perception and respond appropriately. Media monitoring can provide valuable insights to help you navigate a crisis effectively.
Build a strong reputation: The best way to handle a crisis is to prevent it from happening in the first place. Invest in building a strong corporate reputation through ethical business practices, consistent delivery of promises, excellent customer service, and responsible corporate social responsibility initiatives. A positive reputation acts as a shield against potential PR crises.
What Not to Do in a PR Crisis
In addition to following the golden rules, it is essential to avoid certain actions during a PR crisis that can worsen the situation. Here are some common mistakes to avoid:
Don't indulge in knee-jerk reactions: Responding emotionally and without careful consideration can make a business look unprofessional and worsen the crisis. Take the time to craft measured and well-thought-out responses.
Don't present a disunited front: Ensure that all communications come from authorized individuals to avoid conflicting messages. Lock down external communications to prevent any rogue responses that could cause further damage.
Don't fuel the fire: Avoid responding defensively or engaging in public arguments. Instead, step back, evaluate the criticism, and respond with a measured and thoughtful approach. Sometimes, critics may have valid points that can help a business improve.
Don't create a social media crisis: Be cautious when responding to negative posts on social media. Engaging in public arguments or responding impulsively can quickly escalate a crisis. Stick to your own message and avoid getting drawn into unnecessary confrontations.
Don't assume every negative event is a crisis: Not every negative news event requires a full-blown crisis response. Evaluate the severity of the issue and respond accordingly. Not all criticism warrants the same level of attention and action.
Don't disenfranchise the PR team: Allow your PR team to do their job and trust their expertise. Keep senior leaders informed but let the PR professionals handle the crisis. Collaboration and effective communication are key.
How to Handle a PR Crisis
When facing a PR crisis, it is crucial to have a well-prepared crisis management team and plan in place. Here are six tips to help navigate a PR crisis effectively:
Appoint a response team: Quickly assemble a response team comprising both in-house professionals with inside knowledge of the company and external experts who can provide an objective perspective.
Devise a strategy and brief your team: Establish a protocol for crisis communication efforts and ensure that each team member understands their responsibilities. Determine whether a proactive or reactive approach is required for media coverage.
Craft your message: Gather all the facts about the incident and agree on a transparent and sincere response. Address the situation without placing external blame, and clearly communicate what actions the company has taken or will take to rectify the issue.
Identify and address affected parties: Determine the relevant stakeholders, such as employees, stakeholders, customers, and the media, who need to be informed about the situation. Timely communication is crucial to managing the crisis effectively.
Monitor the situation: Keep a close eye on inbound and outbound communications related to the crisis. Address follow-up questions or concerns promptly and exercise caution and care when dealing with customers and partners.
Review and learn from the situation: Conduct a post-action review to assess how well your team handled the crisis. Identify areas for improvement and make necessary changes to prevent similar situations in the future. Shift the conversation to positive news about your brand and work towards rebuilding credibility.
————
Conclusion
PR crises are an unfortunate reality for businesses, but with effective crisis communication strategies, these challenges can be managed with confidence. By reacting quickly, taking responsibility, being proactive, engaging stakeholders, covering all communication channels, monitoring media coverage, and building a strong reputation, businesses can navigate a PR crisis successfully. It is equally important to avoid knee-jerk reactions, present a united front, avoid fueling the fire, prevent social media crises, differentiate between criticism and crises, and trust the expertise of the PR team. With careful planning and thoughtful execution, businesses can protect their reputation and emerge stronger from a PR crisis.
————
Frequently Asked Questions (FAQ's)
How can brands prepare in advance for potential PR crises?
Have a crisis communication plan, assemble an emergency response team, identify spokespeople, and train leadership on responding quickly.
What should brands not do in the midst of a PR crisis?
Avoid staying silent, denying responsibility, deflecting blame, exaggerating or misleading facts, and arguing with critics.
How quickly should brands respond once a crisis hits the news?
Respond promptly within the first 24 hours to set the narrative. Silence lets rumors and misinformation spread.
What is a holding statement and when are they used effectively?
A holding statement acknowledges a crisis before all facts are known. It buys time to assess the situation.
How should brands communicate on social media during crises?
Social posts should express concern, update stakeholders and redirect to official statement pages rather than engaging critics.
When do press conferences work best in crisis PR management?
Hold press conferences for highly publicized crises to deliver the brand’s statement and allow media Q&A.
How can CEOs and leaders restore trust after crises?
Sincere apologies, ownership of the issue, transparency about learnings, and actions to prevent repeat crises.
What role does reputation management play in crisis comms?
Monitoring brand sentiment and conversations allows appropriate response timing and messaging finesse.
How should brands communicate with affected customers?
Directly reach out with apology messages and support. Free services, refunds or gifts help restore goodwill.
What PR tactics can help brands recover their image post-crisis?
Proactive positive news releases, brand stories, cause marketing and value highlighting help get past the issue.
The Seven Golden Rules of PR Crisis Management
To effectively manage a PR crisis, businesses should follow these seven golden rules:
React quickly: Getting ahead of the story and responding promptly is crucial. It is better to make an initial move quickly than to wait and see what happens. By getting a positive response out there as soon as possible, you can shape the narrative and establish control over the situation.
Take responsibility: Acknowledge the issue and avoid making excuses. Being seen as an authentic and transparent business is essential, even if mistakes were made. A sincere apology and a human response can go a long way in rebuilding trust.
Be proactive: Alongside acknowledging the issue, taking action to correct it is equally important. A comprehensive crisis management plan should consider all potential impacts and outline the necessary actions. Communicate what steps you will take to address the problem and ensure you follow through.
Engage all stakeholders: Crisis communication should extend beyond customers and shareholders. Employees, managers, suppliers, the local community, and interested observers all need reassurance that the business can handle the crisis. Maintaining open lines of communication with these stakeholders is crucial.
Cover every communication channel: Communicate through various channels to reach all stakeholders effectively. This includes traditional media as well as social media platforms where stakeholders engage with each other. By utilizing all available channels, you can ensure your message reaches a wide audience.
Monitor media coverage: Implement media monitoring to anticipate and address potential crises. By tracking mentions of your organization and analyzing sentiment, you can stay informed about public perception and respond appropriately. Media monitoring can provide valuable insights to help you navigate a crisis effectively.
Build a strong reputation: The best way to handle a crisis is to prevent it from happening in the first place. Invest in building a strong corporate reputation through ethical business practices, consistent delivery of promises, excellent customer service, and responsible corporate social responsibility initiatives. A positive reputation acts as a shield against potential PR crises.
What Not to Do in a PR Crisis
In addition to following the golden rules, it is essential to avoid certain actions during a PR crisis that can worsen the situation. Here are some common mistakes to avoid:
Don't indulge in knee-jerk reactions: Responding emotionally and without careful consideration can make a business look unprofessional and worsen the crisis. Take the time to craft measured and well-thought-out responses.
Don't present a disunited front: Ensure that all communications come from authorized individuals to avoid conflicting messages. Lock down external communications to prevent any rogue responses that could cause further damage.
Don't fuel the fire: Avoid responding defensively or engaging in public arguments. Instead, step back, evaluate the criticism, and respond with a measured and thoughtful approach. Sometimes, critics may have valid points that can help a business improve.
Don't create a social media crisis: Be cautious when responding to negative posts on social media. Engaging in public arguments or responding impulsively can quickly escalate a crisis. Stick to your own message and avoid getting drawn into unnecessary confrontations.
Don't assume every negative event is a crisis: Not every negative news event requires a full-blown crisis response. Evaluate the severity of the issue and respond accordingly. Not all criticism warrants the same level of attention and action.
Don't disenfranchise the PR team: Allow your PR team to do their job and trust their expertise. Keep senior leaders informed but let the PR professionals handle the crisis. Collaboration and effective communication are key.
How to Handle a PR Crisis
When facing a PR crisis, it is crucial to have a well-prepared crisis management team and plan in place. Here are six tips to help navigate a PR crisis effectively:
Appoint a response team: Quickly assemble a response team comprising both in-house professionals with inside knowledge of the company and external experts who can provide an objective perspective.
Devise a strategy and brief your team: Establish a protocol for crisis communication efforts and ensure that each team member understands their responsibilities. Determine whether a proactive or reactive approach is required for media coverage.
Craft your message: Gather all the facts about the incident and agree on a transparent and sincere response. Address the situation without placing external blame, and clearly communicate what actions the company has taken or will take to rectify the issue.
Identify and address affected parties: Determine the relevant stakeholders, such as employees, stakeholders, customers, and the media, who need to be informed about the situation. Timely communication is crucial to managing the crisis effectively.
Monitor the situation: Keep a close eye on inbound and outbound communications related to the crisis. Address follow-up questions or concerns promptly and exercise caution and care when dealing with customers and partners.
Review and learn from the situation: Conduct a post-action review to assess how well your team handled the crisis. Identify areas for improvement and make necessary changes to prevent similar situations in the future. Shift the conversation to positive news about your brand and work towards rebuilding credibility.
————
Conclusion
PR crises are an unfortunate reality for businesses, but with effective crisis communication strategies, these challenges can be managed with confidence. By reacting quickly, taking responsibility, being proactive, engaging stakeholders, covering all communication channels, monitoring media coverage, and building a strong reputation, businesses can navigate a PR crisis successfully. It is equally important to avoid knee-jerk reactions, present a united front, avoid fueling the fire, prevent social media crises, differentiate between criticism and crises, and trust the expertise of the PR team. With careful planning and thoughtful execution, businesses can protect their reputation and emerge stronger from a PR crisis.
————
Frequently Asked Questions (FAQ's)
How can brands prepare in advance for potential PR crises?
Have a crisis communication plan, assemble an emergency response team, identify spokespeople, and train leadership on responding quickly.
What should brands not do in the midst of a PR crisis?
Avoid staying silent, denying responsibility, deflecting blame, exaggerating or misleading facts, and arguing with critics.
How quickly should brands respond once a crisis hits the news?
Respond promptly within the first 24 hours to set the narrative. Silence lets rumors and misinformation spread.
What is a holding statement and when are they used effectively?
A holding statement acknowledges a crisis before all facts are known. It buys time to assess the situation.
How should brands communicate on social media during crises?
Social posts should express concern, update stakeholders and redirect to official statement pages rather than engaging critics.
When do press conferences work best in crisis PR management?
Hold press conferences for highly publicized crises to deliver the brand’s statement and allow media Q&A.
How can CEOs and leaders restore trust after crises?
Sincere apologies, ownership of the issue, transparency about learnings, and actions to prevent repeat crises.
What role does reputation management play in crisis comms?
Monitoring brand sentiment and conversations allows appropriate response timing and messaging finesse.
How should brands communicate with affected customers?
Directly reach out with apology messages and support. Free services, refunds or gifts help restore goodwill.
What PR tactics can help brands recover their image post-crisis?
Proactive positive news releases, brand stories, cause marketing and value highlighting help get past the issue.
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