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In the hyperfast world of digital commerce, your company’s reputation is as valuable as its balance sheet. And whether it’s a new or established business, safeguarding this reputation and protecting that brand on the web is paramount.

So, when an internal crisis hits and gets traction online, it can travel and tarnish your brand’s image faster than a viral video, especially when it’s not managed correctly.

Fortunately, if you know and stick to the right strategy, navigating an image crisis and minimizing the damage is possible.

Here are six ways to steer your business through that next P.R. storm and keep your company’s trustworthy reputation intact.

1. Embrace transparency: The first step to trust

Transparency isn’t just a buzzword; it’s the foundation of trust between your brand and your audience. So, when an internal crisis strikes, resisting the urge to cover it up is crucial.

With any internal or even external problem, it’s vital to be open about the situation and show customers you’re handling it responsibly. Of course, this doesn’t mean airing all your dirty laundry, but instead focusing on what’s relevant to your stakeholders and what steps you’re taking to resolve the issue as quickly as possible.

Remember, in the age of social media, secrets don’t stay hidden for long. But, a proactive and transparent approach can help prevent rumors and misinformation from spreading and doing further damage.

Related: Leading With Transparency in Times of Uncertainty

2. Act fast, but don’t hurry

In any company crisis, time is critical. The longer you wait to respond, the more control you’re likely to lose over the brand narrative. That said, acting fast doesn’t mean rushing out a half-baked statement. Gathering all the facts, understanding the implications, and consulting with your team are key to crafting a thoughtful and effective response.

A quick but carefully considered approach not only demonstrates your commitment to resolving the issue but can help stop things from escalating on digital platforms, where news travels lightning fast.

3. Craft your message carefully

Once you’re ready to speak out, nothing is quite as important as crafting the right message. Such a statement should be clear, concise, and consistent across all channels, including your website, social media, press releases, and anything else used to reinforce your brand.

What to know: Within any crisis response, be sure to acknowledge the issue, express empathy with the audience, and detail your action plan (doing so within reason, of course). Try to avoid jargon and corporate speak; a human touch can go a long way in connecting with your audience. Remember, the goal is to reassure stakeholders and the public that you’re on top of the situation.

Related: Your Public Messaging Strategy Starts With Your Inner Circle

4. Social media is your ally in crisis management

In any crisis, social media can be a double-edged sword and must be leveraged carefully. While it can easily escalate a crisis, it can also be a powerful tool for managing one, making it essential to put your social outreach in the right hands.

When rolling out your response on social media, take care to use your platforms wisely, and to communicate directly with your audience. Provide updates and respond to concerns without divulging unnecessary items that can put your brand at further risk.

Social sites like Facebook, Instagram, and even LinkedIn can be invaluable for dispelling rumors and maintaining control over the narrative, but it’s important to monitor these spaces closely.

Related: Squash the Online Hate — A Business Owner’s Guide to Taming Trolls on Social Media

5. Monitor and adapt

With the crisis out in the open and your response plan in action, monitoring the situation closely across the web is crucial. Social listening tools can help track what’s being said about your brand and the crisis, delivering real-time feedback and, by extension, critical insights into how your message is being received, as well as how your strategy is rolling out. The digital landscape is fluid, and flexibility can be your best asset in managing a crisis.

Related: Unleashing The Potential Of Social Listening (It’s Not Just About Being Responsive!)

6. Treat every crisis as an opportunity

Once the storm has passed, try to avoid the tendency to simply “move on.” Every crisis presents a valuable learning opportunity, and analyzing what happened and your response can provide critical insight into what went wrong, what worked across your messaging, and what could be improved. This time can also be used to strengthen any weaknesses you find in your operations or crisis management plan, helping you better prepare for future challenges.

Beyond the horizon

In the aftermath of a crisis, it’s essential to focus on rebuilding and strengthening your brand’s reputation. This might involve continued transparency about the steps you’re taking post-crisis, highlighting positive actions or contributions to the community, or engaging in initiatives that reaffirm your company’s values. Remember, the goal is not just to recover from the crisis but to emerge stronger and more resilient.

Navigating an internal crisis requires a strategic blend of transparency, speed, communication, social media savvy, teamwork, adaptability and a learning mindset. Following these principles can help protect your company’s reputation on the internet and turn a challenging situation into a great opportunity for growth and improvement.


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