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You're facing negative brand perception online. How can you work with PR professionals to turn the tide?

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When your brand faces negative perception online, it feels like battling a wildfire. The flames of dissatisfaction can spread rapidly through social media, review sites, and forums, threatening to consume the trust you've built with your audience. It's a critical moment that demands a strategic partnership with Public Relations (PR) professionals who can help douse the flames and repair your reputation. Understanding how to work effectively with these experts can be the difference between a brand that recovers and one that succumbs to the heat.

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Wendy Vlieks

President at The Genome Partnership | Advancing Genome Science and Technology

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Prateek Bhardwaj ?

Fueled Business Revenue by 5X | Over a Decade of Experience into Client Acquisition | Business Expansion Specialist |…
Fiorella Madè

Identity. Strategy. Impact. ? Brand Strategist | Colour Analyst | Style Coach

1 Assess Reality

The first step in managing a negative brand perception is to fully assess the situation. PR professionals can help you gauge the extent of the damage by monitoring online conversations and sentiment. They have tools and expertise to analyze data from various platforms to understand the root causes of negative perceptions. This comprehensive insight is essential for developing an effective response strategy. Your PR team will help you differentiate between widespread issues and isolated incidents, ensuring that your efforts are focused and strategic.

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Prateek Bhardwaj ?

Fueled Business Revenue by 5X | Over a Decade of Experience into Client Acquisition | Business Expansion Specialist | MBA in Marketing
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When an influencer drops the ball on a deadline, it's crucial to assess the damage: ?? Context is Key: Understand the missed deadline's significance within your campaign's timeline. Is it a major setback or a minor hiccup? ?? Impact on Goals: Evaluate how the delay affects your campaign's overall objectives and KPIs. ?? Flexibility Check: Assess if the campaign can be adjusted to accommodate the delay without compromising its effectiveness. ?? Communicate & Collaborate: Openly discuss the situation with the influencer to understand the reason for the delay and explore potential solutions. By carefully assessing the situation, you can make informed decisions about how to proceed and minimize the impact on your campaign.

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2 Craft Response

Once the situation is assessed, crafting an appropriate response is crucial. PR professionals can guide you in developing a message that addresses concerns without being defensive. They know how to strike the right balance between acknowledging the issue and highlighting your brand's commitment to resolving it. This messaging is vital for demonstrating accountability and can help mitigate further negative sentiment. Your response should be clear, sincere, and outline steps you're taking to rectify the problem, showing customers that their feedback is valued and acted upon.

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S.Huei F.

?? Multilingual Chartered Marketer in Tech | ?? Scaling Regional Growth with Agile Innovation | ?? Next-Gen AI & Low Code/No Code SaaS Integration | ???? Cutting-Edge Marketing Insights & Tech Trends |
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Navigating a product recall with grace, we employed Crisp Thinking for real-time sentiment analysis, ensuring our messaging aligned with public perception at every step. Meanwhile, Brandwatch provided the insights needed to understand the broader conversation. The game-changer? Crafting a response that not only acknowledged the issue head-on but also transparently outlined our immediate and long-term corrective measures. This approach transformed potential brand detractors into advocates, a testament to the power of sincerity paired with action. The result was not just damage control, but an opportunity to reinforce trust, showcasing our brand as responsive and customer-centric.

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3 Engage Community

Engaging with your community is a powerful way to rebuild trust. PR experts can help you facilitate conversations by creating forums where customers can express their concerns and receive support. This direct engagement shows that you're not only listening but are actively seeking to improve their experience. PR professionals can train your team on best practices for these interactions, ensuring that each conversation helps to heal your brand's image. Remember, genuine dialogue can transform critics into advocates if handled with care and respect.

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Fiorella Madè

Identity. Strategy. Impact. ? Brand Strategist | Colour Analyst | Style Coach
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Don't underestimate your community's power. If you've built a loyal following, involve them in conversations: keep them informed openly and candidly. They may spontaneously support your brand by countering negative comments. When managing reputation challenges and engaging with your community, stay true to your brand identity, values, 'why,' personality, and tone of voice. Consistency across channels and situations will be appreciated, fostering genuine connections and advocacy.

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4 Leverage Content

Content is a potent tool for reshaping perceptions. PR teams excel at creating compelling narratives that showcase your brand's values and strengths. By promoting positive stories, educational material, and customer testimonials, you can counterbalance negative content circulating online. This strategy isn't about burying the bad with the good; it's about providing a more balanced view of your brand. PR professionals will identify the most effective channels and content types to reach your audience and begin restoring your brand's image.

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5 Monitor Progress

Monitoring progress is essential to understand the impact of your efforts. PR professionals will track changes in online sentiment, engagement levels, and the reach of your positive content. They provide regular reports that help you see which strategies are working and where adjustments may be needed. Continuous monitoring also allows for quick responses to new developments, keeping your strategy agile and effective. This ongoing analysis is key to successfully navigating through the crisis and emerging with a stronger brand reputation.

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6 Future Planning

Finally, future planning with your PR team can prevent similar issues from arising. They will work with you to establish protocols for quickly addressing negative feedback and turning it into constructive change. This includes training your staff in crisis communication and setting up an early warning system for potential issues. By being prepared, you can respond swiftly and effectively to future challenges, maintaining a positive brand perception in the long run. Your PR partnership is not just about fixing the current problem but also about fortifying your brand against future threats.

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Wendy Vlieks

President at The Genome Partnership | Advancing Genome Science and Technology
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Negativity on social media is a red flag, not the root cause. To address the situation effectively, it's crucial to identify and tackle any underlying issue. Organizations need a proactive issue and crisis management program. If you don't have one, you should consider hiring an expert to help you develop one. While poorly handled issues can erode trust, those effectively managed can enhance your credibility and strengthen stakeholder relationships.

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7 Here’s what else to consider

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You're facing negative brand perception online. How can you work with PR professionals to turn the tide?

1

2

3

4

5

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1 Assess Reality

2 Craft Response

3 Engage Community

4 Leverage Content

5 Monitor Progress

6 Future Planning

7 Here’s what else to consider

Brand Management

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You're facing negative brand perception online. How can you work with PR professionals to turn the tide?

1

2

3

4

5

6

7

1 Assess Reality

2 Craft Response

3 Engage Community

4 Leverage Content

5 Monitor Progress

6 Future Planning

7 Here’s what else to consider

Brand Management

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