Your brand is facing social media backlash. How can you use your PR campaign to enhance your reputation?

- Positively handle the messages and comments - Analysis the reason behind it - Find the solution to fix the problem - Redesign the marketing strategy - Start again branding

Muchas veces para transformar el efecto negativo de un post o una reacción negativa a algo en RRSS, hace falta cambiar la perspectiva del Hecho para poder generar un discurso distinto. Primero eso, y seguramente verás que ya hay una audiencia que resuena con la perspectiva del hecho que quieres mostrar. Dale visibilidad a ello mediante una campaña, respuesta o influencers que reaccionen de manera positiva a tu forma de ver las cosas. Otra cosa qu epodráis hacer, dependiendo de la gravedad del asunto, es reconocerlo, aceptarlo y remediarlo. Llama al cliente, ofrecele un cambio, pide disculpas. Diría que es el escenario más difícil de controlar, pero si te sale bien, la mejor forma.

- Acknowledge the issue promptly and transparently. - Communicate your corrective actions clearly. - Utilize multiple platforms for message consistency. - Engage directly with your audience, showing empathy. - Highlight positive actions like community support. - Monitor conversations and adapt your strategy. - Demonstrate accountability to rebuild trust.

Begin by understanding the issue, what's the problem, who it affects, how and why. Understand what this means to your brand and business. Be objective, not all social backlash is a business problem and in many cases, it might be best to "not engage". But if it's a genuine business problem, ethics or values, it's best to acknowledge and then be transparent about the change your business will take.

Primeiramente entenda o problema, veja o quão repercutiu o assunto. Em seguida tome medidas positivas que contradizem a repercussão e proliferação negativa. Acompanhe de perto os novos rumos da medida adotada.

Here is an old popular case I read about that shows how to go the extra mile: Starbucks' Response to Racial Bias Incident (2018) After two Black men were wrongfully arrested at a Philadelphia store, Starbucks faced major backlash. CEO Kevin Johnson quickly apologized and took action. The company closed 8,000+ US stores for racial bias training, changed policies to allow non-customers to use spaces, and partnered with civil rights experts. This swift, transparent response showed accountability and commitment to change, helping Starbucks begin rebuilding trust and customer relations.

En una ocasión, nuestra empresa enfrentó críticas en redes sociales debido a un error en la producción de uno de nuestros productos. En lugar de responder de forma genérica, elaboramos respuestas personalizadas para cada comentario, explicando qué había sucedido, cómo estábamos solucionando el problema y qué medidas estábamos tomando para evitar que volviera a ocurrir. Esta transparencia ayudó a calmar a nuestros clientes y a restaurar su confianza en nuestra marca.

Here is an old popular case I read about. Tesla's Autopilot Controversy (2016): When accidents involving Tesla's Autopilot feature hit headlines, Elon Musk didn't wait. He engaged directly on Twitter, explaining the technology's limitations and benefits. Tesla invited tech journalists for demos, released data on Autopilot's safety record, and collaborated with regulators to improve the system. This proactive approach turned skeptics into advocates, fostering transparency and positioning Tesla as a leader in addressing autonomous driving challenges.

Engage Proactively When facing social media backlash, proactive engagement is essential. Swiftly address concerns by responding to comments and messages in a timely manner, demonstrating the brand's commitment to resolving issues. Use clear and transparent communication to provide updates and solutions, ensuring customers feel heard and valued. Actively participate in the conversation to show accountability and dedication to improvement. This approach helps to build trust, mitigate negative perceptions, and reinforce the brand's reputation for responsiveness and responsibility.

La participación proactiva es clave para cambiar el rumbo de una crisis de redes sociales. No esperes a que crezca la reacción; en su lugar, comunícate con personas influyentes, clientes leales e incluso críticos para iniciar un diálogo constructivo. Utiliza tu campaña de relaciones públicas para contar tu versión de los hechos, pero también para invitar a la retroalimentación y la colaboración

Assemble a crisis response team with representatives from various departments (PR, marketing, legal, etc.). Define clear roles and responsibilities for each team member. Set up escalation procedures to ensure critical information reaches decision-makers promptly. Address the issue promptly and transparently. Acknowledge the problem, apologize if necessary, and provide updates on the steps being taken to resolve it. Analyze previous crises to identify patterns and learn from them.

Airbnb's "Open Homes" Initiative: During the 2017 travel ban controversy, Airbnb faced criticism for potential discrimination. CEO Brian Chesky responded by launching "Open Homes," offering free housing to refugees and displaced persons. The company shared heartwarming stories of hosts welcoming refugees, emphasizing inclusivity. This initiative not only addressed concerns but showcased Airbnb's commitment to social good. By highlighting these positives, Airbnb transformed a potential PR crisis into a powerful demonstration of their values.

1. Comparte historias positivas y testimonios de clientes. 2. Destaca las iniciativas sociales y comunitarias de tu marca. 3. Muestra los logros y contribuciones de tu empresa. 4. Usa imágenes y videos para hacer más impactantes tus mensajes. 5. Mantén un tono positivo y sincero en todas tus comunicaciones.

Após monitorar e entender qual é a real motivação negativa do público, o pirmeiro passo é elabororar uma estratégia que mostre a transparência da empresa/marca nessa comunicação e quais as medidas adotadas para sanar ou minimizar impactos.

Here is a popular case that my friends in US may recall. Oatly's Carbon Footprint Labeling (2021): When questioned about sustainability claims, Oatly introduced carbon footprint labels on products. They launched an educational campaign explaining how they calculate emissions and compare to dairy. Through social media, they shared infographics and short videos demystifying carbon impact. This transparency helped consumers understand Oatly's environmental efforts. By educating their audience, Oatly turned scrutiny into an opportunity to showcase their commitment to sustainability and empower conscious consumers.

Durante una crisis, nuestra empresa creó una serie de videos educativos que explicaban en detalle nuestros procesos de producción y los pasos que estábamos tomando para resolver el problema. Esta transparencia no solo aclaró muchas dudas, sino que también fortaleció la confianza de nuestros clientes en nuestra marca.

Tu campaña de relaciones públicas no solo debe ser reactiva, sino también prospectiva. Comparte tus planes para el futuro, cómo estás evolucionando y qué medidas estás implementando para evitar problemas similares. Este impulso hacia adelante asegura a tu audiencia que la reacción fue una oportunidad de aprendizaje y que su marca está dedicada a la mejora continua.

En una ocasión, aprendimos la importancia de tener un plan de contingencia bien estructurado. Cuando enfrentamos una crisis inesperada, nuestro plan de contingencia nos permitió actuar rápidamente y mitigar el impacto negativo. Compartir esta experiencia con otros nos ayudó a construir una red de apoyo y a aprender de las experiencias de los demás.