Your brand is facing a scandal involving key executives. How do you handle public perception effectively?

To handle public perception during a brand crisis, follow this 3-step method: 1. Acknowledge and Apologize Immediately address the issue with transparency and a genuine apology. Take responsibility and show empathy towards those affected. 2. Communicate Solutions Provide a clear plan of action on how the issue will be resolved. Keep communication open and consistent across all platforms, reassuring the public that corrective steps are being taken. 3. Rebuild Trust Show accountability by following through on promises. Engage in community outreach, share progress updates, and reinforce the brand’s core values. This approach helps restore trust and maintain credibility. I actually wrote an article for Branding Mag on this very topic.

First, I’d issue an honest and direct statement acknowledging the issue, without deflecting responsibility. It's crucial to show that the brand takes the situation seriously and is committed to resolving it. Next, I’d outline the steps we are taking to investigate and correct the problem, such as internal reviews or changes in leadership. Consistent communication across all platforms is key, and it's important to be empathetic, showing concern for those affected by the scandal. Finally, I’d focus on rebuilding trust by reinforcing the brand’s core values and demonstrating accountability through tangible actions. Public perception can recover when people see genuine efforts to correct wrongs and improve.

He visto que las empresas gestionan con éxito su imagen durante una crisis al ser rápidas y transparentes en su comunicación. Ofrecen actualizaciones constantes y soluciones claras, mantienen la calma y muestran empatía hacia las partes afectadas. También ajustan sus estrategias basándose en el feedback recibido, lo que les permite reconstruir la confianza y demostrar un compromiso genuino con la resolución de la crisis.

Respond Quickly and Transparently: Issue a clear, honest statement as soon as possible. Acknowledge the issue and demonstrate a commitment to transparency to preserve trust. Engage with the Public: Actively listen to feedback on social platforms, responding with empathy to concerns and demonstrating that you value your audience’s perspective. Show Accountability: Implement concrete changes to address the issue, and communicate these actions clearly to the public. This reinforces your commitment to learning from the situation and moving forward responsibly.

When a brand faces a scandal, handling public perception is crucial. Transparency is key—address the issue quickly and honestly. Engage with your audience on social platforms, showing empathy and acknowledging concerns. Finally, implement concrete changes and communicate these actions to demonstrate accountability. For example, when Starbucks faced backlash over a racial bias incident, they closed stores for a day to conduct racial bias training, showing their commitment to change.