How to manage a PR crisis with influencer marketing
Much like the age-old jokes surrounding the exploding Ford Pinto, Samsung’s Galaxy Note 7’s recent explosion fiasco (and resulting memes – just run a quick #SamsungGalaxy7 search on Twitter) could be a nightmare scenario for any technological industry. In one strike, Samsung’s brand reputation, product sales, and consumer confidence could possibly wane, and simply recalling the 2.5 million phones will not be enough on its own for damage control, or to restore trust in their brand
As consumers respond to the media frenzy of the recent events with Samsung, it has brought such issues to the attention to all industries and brands. Most understand that strategizing damage control should be the next step in repairing a brand’s reputation. Taking cues from brands like Samsung will hopefully be a teaching moment for anyone who finds themselves in similar situations in the future.
Here are three ways to use community and consumer support via social media influencers to create positive PR and content after the negative PR has gained momentum.
1. Create Open Dialogue
Creating open dialogue where consumers can receive one-on-one attention with influencers to remind them of a brand’s positive attributes may be the most helpful and affordable way to reverse some of the damage. Small campaigns to multiple groups create positive connections.
Communication is the key to managing a PR crisis, producing positive PR by emphasizing positive stories, such as improved practices and community involvement. If a brand tries to create the dialogue directly, it treads on unsteady ground because they come off as defensive and less credible. Letting others speak for the brand is a much better way to establish credibility without being combative.
2. Turn Existing Customers into Brand Ambassadors
Garnering positive press and sentiment on multiple scales, especially on social media, is an excellent way to boost positive perspectives on a brand. By running very targeted social media campaigns with trusted influencers, companies who are suffering backlash from bad press can slowly get new and returning customers back on board. Influencers are a great way to get everyday consumers to remind others of the brand’s positive contributions.
According to a recent post from Katie Gabb for Cision, she explains, “While a portion of your audience may include brand advocates, the large majority were once, or still are, skeptical of messaging. That’s ultimately why you’ve set up an influencer marketing strategy in the first place.”
Of course, this alone will not be enough to turn an average customer into an advocate for a brand. Brands also have to make sure to interact with customers and to respond when they respond. Being timely in a response, as well as offering relevant content, can make consumers feel special and protected.
3. Community Involvement
Brands may also get involved in communities and community events through influencers. If a brand like Samsung can show people they care about more than just their own success, customers will be more likely to talk about them in a positive light.
As long as the brand knows how to get key influencers on board for a positive message with positive effects for everyone, then the brand has won half the battle.
Establishing fundamental trust from those who have benefitted from any brands’ products could repair a considerable amount of damage to certain bad publicity.
Most people are rational and forgiving when there are others who project a certain ethos, or credibility. There is a reason why the top influencers have legitimate influence. In such cases, they are a great combat for the negative light that may be cast. Businesses would be wise to use them as much as possible, in the calm and in the storm.