Rescuing Your Reputation: Getting Back on Track After a PR Crisis

Every business, both large and small, faces the likelihood of having to recover from a public-relations nightmare. The scrutiny can come from customers, the media, and even the courts. Being able to successfully handle such circumstances will help protect a company's bottom line as well as its reputation.

Part of being proactive against PR issues is to understand how customers and the general public perceives a business's actions and reputation. Understanding how the public will react if unflattering news is leaked will enable the business to act accordingly and ward off the negative energy. The following are four tips on how to get back on track after a PR crisis.

Be Honest

Many companies make the mistake of ignoring bad press coverage. It is very important for companies to be honest and forthcoming when faced with harsh allegations. If appropriate, the company should take responsibility for its mistake and provide reasonable solutions to solve the problem without being forced to by the courts. Doing that will display honesty and show that the company cares. That little bit can go a long way as far as public opinion during a PR disaster.

Fulfill All Promises

Do not make promises that cannot be kept, and fulfill all promises that are made. It's easy to make grand gestures in the heat of the moment and then forget about them once the dust settles. The problem with that is the public never forgets, especially those who were affected. When addressing the problem, it's important to be reasonable about what can be done and how.

Communicate

Once the dust settles, it's important to keep the public informed with the steps the company is taking to remedy the problem. The company is more likely to return to public favor quickly when the public is aware of the company's efforts. For this to be effective, a reputation management specialist who earned their Kent PR Master's online says the communication cannot feel phony in the eyes of the consumer. Whether delivered through a press release or advertisement, the message needs to come across natural and sincere.

Stand Your Ground

Not all allegations made against a company are true. False allegations are made all the time, and when they are, the targeted company must assert itself and fight the misinformation all the way to the courts if needed. Even when accused of something it didn't do, it's a fatal mistake for a company to ignore the situation. Public opinion is everything to a business. A good reputation can take years to build, however, it can be destroyed in a matter of minutes. Deny any false allegations immediately and then follow up with a creative advertising campaign that further denounces the claims.

When it comes to the bottom line, it's very important for companies to maintain a good reputation. If handled appropriately, what may seem as a PR crisis can be turned into a PR success that will help the company get back on track and protect its image.