Brands are highly recognizable and people trust them, which is why companies are so protective of them. When copyright infringement occurs, companies sue the offenders and stop them from gaining from their brand. The way the company approaches the situation can have an effect on its public image that can be negative. It can be a missed opportunity to get good publicity out of the case.

Jack Daniels, the whiskey manufacturer, recently found itself in a case of copyright infringement over a book cover. But instead of going after monetary gains they wrote a cease and desist letter to the author even offering to pay for the cover changes. The course of action they chose suddenly turned the whole situation into their favor and garnered publicity for both parties. Jack Daniels was seen a non-materialistic company and the author got publicity for his book. This is an example where a company can turn a situation to favor them and avoid negative buzz.

Turning bad situations into good publicity is something every company should prepare for. Jack Daniels was lucky to catch the problem before it was too late and got a plan to fix it. But if something negative is brought to the company’s attention late it could be a lost cause and take a long time for the brand to recover. Social media monitoring is something that companies have to invest in to avoid any possible damage. Anyone can post anything about your company that can result in damage if caught too late. People can read a negative review and cease to buy things or a copyright infringement could be happening. With social media monitoring you can know what goes on regarding your company.

Companies can make use of SMM tools to assist in brand monitoring. Programs like Alerti can tell you where and when your company is being talked about and give you sentimental analysis on positive or negative responses. Social media monitoring should be something every company invests in. It can assist in turning a growing negative problem into a positive one and avoid future problems. You can get to know your audience better as well so you can keep your presence in a good light and keep consumers loyal to the brand.

In this week’s episode of “The Future of Engagement” Murray Newlands talks about the Jack Daniels’ case and ways to turn publicity in your favor.