In the era of social media, a scandal can escalate into a crisis within hours. Mistakes quickly become public knowledge, and any brand in the spotlight must act swiftly to minimize damage. Reputation management experts at Markway have outlined key rules to help navigate scandals effectively.
Why immediate response to a scandal Is crucial
Neglecting the speed of response is one of the main mistakes companies make. As soon as a scandal surfaces online, every moment can be critical for a brand’s reputation. In a crisis situation, it is essential for the brand to maintain control to avoid devastating consequences.
In 2017, an airline passenger was forcibly removed from a flight, and footage of the incident quickly went viral. Initially, the company tried to avoid responding, which only fueled public outrage. It wasn’t until days later that Airlines issued an official statement. By then, the reputational damage was done, stock prices had dropped, and public dissatisfaction made it harder for the company to restore its image.
Well-known manufacturer of sodas controversial ad campaign, which used protest imagery to promote a soft drink, faced global backlash. The company initially failed to grasp the extent of the criticism and did not respond promptly. This delay led to even greater condemnation, particularly on social media. Ultimately, the company had to withdraw the advertisement and issue public apologies, but the reputational damage was already done.
Three key principles in reputation management during a scandal
Experts agree that successful reputation management in times of crisis hinges on three core principles:
- Speed of response. A prompt reaction minimizes the aftermath of a scandal. It is important to prepare employees in advance, develop crisis scenarios, and establish channels for swift communication. Having pre-prepared action plans increases the chances of avoiding widespread backlash.
- A proper official stance. If a mistake has occurred, it’s crucial not to stay silent or evade responsibility. Taking a sincere and transparent position from the outset is essential. It signals maturity and respect for the audience.
- Resolving the scandal effectively. Apologies and promises may not suffice. Some companies turn crises into opportunities to demonstrate social responsibility or take tangible steps to show they’ve learned from the incident. This approach not only mitigates negativity but can also strengthen the brand’s reputation.
Five effective methods to rebuild reputation
When a scandal erupts, specific strategies can help mitigate the damage and even turn the situation into an opportunity for positive engagement.
- Prompt public apologies. Acknowledging mistakes quickly shows the audience that the company understands its errors and is committed to improvement.
- Redirecting attention. This involves shifting public focus to the brand’s positive initiatives, such as supporting social projects, environmental efforts, or significant community events. This strategy softens negative perceptions and creates a favorable context.
- Compensation for losses. If a company’s error results in tangible losses, it must offer compensation. For instance, in cases of poor service, discounts or gift certificates can restore customer loyalty and demonstrate accountability.
- Engaging influencers. Opinion leaders can be powerful allies in rebuilding reputation. Expert endorsements and support can reshape public perceptions and even reframe the scandal. This approach is particularly effective when the crisis stems from misunderstandings or misinterpretations.
- Internal alignment and support. Employee engagement is a crucial component of crisis management. When the team understands the situation and can effectively communicate the company’s position to customers, it enhances public perception. Unified actions and adherence to a shared message are essential.
Managing reputation during a scandal demands professionalism and strategic execution. Modern scandals evolve rapidly, making quick responses, accountability, and effective resolution critical factors in preserving and even strengthening a brand’s image.
Company name: Markway
Contact name: Victoria
Email: info@markway-europe.com
Website: markway-europe.com
Country: Russian Federation
