What are the most common misconceptions about managing a brand crisis?

A brand crisis has far reaching implications for business & credibility & strategic communicators see it as a reputation setback. Hence to be proactive in building brand credibility in good times is equally important & then be able to handle crisis with agility & transparency. This is where the brand strength will be of positive impact & tide over the crisis.

Ignoring a brand crisis praying for next big thing to happen and take the attention away is never a solution. Social media attention may go elsewhere but those affliated with the brand in any form will be waiting for thw brands response to crisis. Acknowledging the crisis is the first step in managing a brand crisia

Every crisis does not require a response to protect the brand identity. However, proactively monitoring how the crisis shapes is integral while keeping all relevant stakeholders in the loop in case a response becomes necessary. Maintaining a crisis communications playbook is pivotal, by adding more use cases and maintaining readiness in case a crisis erupts.

Communicators rarely ignore a crisis. In contrast, top management will (almost) always be resistant to acknowledging a brand crisis is taking place until it hots them in the face - in the form of the first adverse press article, or the first legal challenge, or the first call from a politician. The first step towards a solution is for management to admit they have a problem in the first place! So the best way to ensure your organisation doesn't get into a pickle, is to persuade management that time and budget (not a lot) be allocated to crisis scenario planning. Then you'll have something in place when a real crisis occurs. And it will... at some point. And yes... "no comment" is never the answer. Calm, consistent re-iteration of facts is.

Crisis come unannounced!! If your fundas are right you can manage them and fend them. Or else go through the pain of overcoming them.

Every response, regardless of severity of the crisis, should always be 100% true. If you have to lie or cover up a portion of the issue, it's best not to speak on it until a resolution has been found. Crisis are intricate and multifaceted, so go ahead and speak on the points you are able to at the time. Once the overall problem has been resolved, you can show transparency, change, and ultimately ownership of those items.

Avoid publicly challenging the opponent’s opinion, as it can lend credibility to accusations or crises. When facing a brand crisis, respond by adapting to your opponent's message, showcasing a compelling counter-narrative.

Every brand has vulnerabilities. You can't prevent a crisis, but you can prepare for them. A strong corporate communications function is always scanning the business and the industry -- looking both inside and out -- to anticipate and prepare for the most likely landmines that your brand could face. Once you know what those are, you can create a plan: how might we respond? who needs to be involved from our internal team? what language would be our starting point to address this type of crisis? And most importantly, what are your brand's principles in dealing with a crisis? If your company values honesty, integrity, and speed, those are principles you should factor into how you respond in times of crisis.

What I mostly see is , the crisis created by a 3rd party, competitor or some other religious, political or trade union groups. If the brand crisis is due to internal issue, these recommendations are valid. Every crisis is unique and requires a tailored response. Social media can amplify and accelerate the spread of a crisis. Underestimating its influence and the need for an active presence on these platforms can be a critical error.

Try to think of your brand as a relationship. When you know you have done something wrong (and your audience feels hurt/angered) - trying to cover it up, lying about it, manipulating the situation, looking for an easy way out, or not taking responsibility at all - are all sure shot ways to ruin that special relationship. So: 1. Accept 2. Take responsibility of your actions 3. Course-correct 4. And give reassurance of it not happening again. It may not be easy, but it is quite simple.