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Executive action can help brands contain a crisis more than ineffective communication efforts.

In the age of social media, when anything said by the brand either orally or digitally can be counterproductive, brands need to rethink their crisis management strategies. A brand’s efforts of “controlling the narrative” either too early or too often can turn out to be unfavourable.

The author notes that during a brand crisis, everything a company says will be construed as a “misstep”. But executive actions aimed at solving operational and business issues can go on to make a measurable difference.

The article explains that it is beneficial for brands to shift focus from social media during a crisis and only use it to communicate specific information, or to monitor how the situation is developing. Another tactic that will help a crisis is to identify “friends” who can advocate for the company. 

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[8 minute read]
 

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