The idea behind the old saying ‘there’s no such thing as bad publicity’ is that any attention, benefits a brand by increasing awareness and sparking conversation. But in today’s hyper connected and fast-paced digital landscape, the wildfire spread of news on social media and online platforms means a single negative incident can quickly go viral, leading to a consumer backlash and tarnished reputation.
Of course, sometimes the way bad publicity is approached can actually turn it on its head. Remember the KFC crisis of 2018 when they ran out of chicken due to supply chain issues? The response from KFC was to issue a funny self-deprecating apology, including a full-page ad with the re-arranged version of their logo reading ‘FCK’. This candid and creative approach flipped a negative situation into a positive ‘watercooler moment’ and brand strengthening opportunity.
Of course, sometimes the way bad publicity is approached can actually turn it on its head. Remember the KFC crisis of 2018 when they ran out of chicken due to supply chain issues? The response from KFC was to issue a funny self-deprecating apology, including a full-page ad with the re-arranged version of their logo reading ‘FCK’. This candid and creative approach flipped a negative situation into a positive ‘watercooler moment’ and brand strengthening opportunity.
Managing brand reputation well means having agreed practices in place that can be activated should the need arise to deal with a negative issue, as well as capitalising on opportunities for positive engagement.
PROACTIVE STRATEGIES: ONLINE BRAND MANAGEMENT
- Social media management
Monitoring brand mentions and conversations across social media platforms allows for immediate response to both praise and criticism.
- Content marketing
Creating valuable, engaging content helps shape the positive public perception of your brand. Blog posts, videos, testimonials and social media updates highlight your strengths and values.
- Search engine optimisation (SEO)
Optimising your SEO ensures that positive stories and favourable content rank higher in search results than any negative news.
PROACTIVE STRATEGIES: OFFLINE BRAND MANAGEMENT
- PR
Positive media coverage, press releases, media relations and strategic partnerships, such as event sponsorships, enhance credibility and increase the value of your brand.
- Community engagement
Active participation in community events and initiatives fosters a positive local reputation.
- Customer service
While one company’s product may be cheaper, we often go with another due to its reputation for quality and excellent customer service. Training staff to handle feedback professionally and empathetically can turn a potentially negative situation into a positive experience.
As a full-service marketing agency, our comprehensive PR and communication services are focused on increasing brand awareness and reputation management. Call us to find out more.
