Good News/Bad News: Your Brand Made Headlines. How to Recover from Bad Press - Issue: 2004 Qtr 3
While most media outlets are tied to firm ethical guidelines and strict fact-checking standards, it takes only one skewed or unfavorable story to wreak havoc on a brand’s reputation. With pressures of tight deadlines and competitive ratings, it should be no surprise that the negative slant often gets a prominent position.
There is hope.
In most cases, the best defense against a brand slam is committing to clear, unified brand messaging. Integrating consistent messaging across all marketing channels can fight the flames of bad news reports long before a poor headline or article strikes the first match.
For some fires, add water but don’t fan the flames.
When news fires strike — and they do — be prepared and don’t let your reaction hurt the situation. Even with a solid reaction plan in place, remain flexible, strategic and true to the brand, measuring every step taken. Remember that each situation is different, so always assess the fine details before reacting.
The actions taken will depend on the level of the issue, cooperation from the media outlet and the expected outcome from corrective action. Sometimes the best approach to a published inaccuracy is to request a simple correction or retraction. If the mistake was substantial and appeared in a media outlet where a given company has invested time communicating with the editors or even advertising dollars, it is far more likely that a prominent correction will follow. If a company’s brand was slammed in the national headlines, the approach may need to be more covert. For instance, one option would be initiating a “Letters to the Editor” campaign or a behind the scenes editorial meeting, among other similar measures.
Incorporate a proven offense to avoid brand slams.
Step up proactive communications and get the positive stories out there. Beat reporters to the punch and don’t leave any holes for misinterpretation. At a minimum, here are four actions that can safeguard a brand in the news:
- Establish solid relationships with media outlets that matter most to the company and brand. Personal relationships with targeted media can go a long way toward avoiding bad coverage. And, when media believe negative coverage is warranted, a solid relationship could lead to a forewarning of negative coverage slated for publication.
- Get clear, concise and consistent information to targeted media before they go looking for it.
- Make sure that all external and internal communications feature consistent and clear messaging. For example, does website content, newsletter articles, and so forth align with brand advertising messages?
- When good headlines go bad, assess the situation before reacting and chose your corrective path based on all of the related specifics.
If a heated situation arises and the best response plan is unclear, consider professional assistance from a reputable, ethical third party.
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