Role of Reputation Management In Public Relations - PR agencies as Crisis Busters

Reputation Management in PR is a Key Operation

True, many are aligned to make PR as an important element ofmarketing. While that cannot be refuted PR takes it a notch higher whenreputation is in question. Reputation management is all important for everybodywithin their own circles or target audience. Some national and internationalbrands are so well known, that even a small whiff of insensitiveness, assumedor otherwise, towards the public, can rake up a controversy that could hit theblack lines badly. Reputation of a brand is like the character of anindividual. It requires sensitive handling and without an agency (PR) workingfor you in the background, it would be hard placed to counter any slight that abrand might suffer in the course of time. The PR team will work towards maintaininga positive reputation through a proactive narratives.

PR in Reputation Management: During normal times andcrisis period

The role of PR in reputation management is to keep a brand’sname positive in the media. While a crisis will involve a different approach,the ordinary times are as important. A proactive strategy would includepositioning the brand, its spokespersons as an expert source on the brand’sfiefdom. It could be healthy snacking to health care or to luxury jewellery. PRprofessionals should be expert content writers able to draft thought leadershiparticles that provide sights on a key topic or industry trend. Then it requiresprofessionals placing those articles in targeted media publications or outlets.Other tools that can be used are interviews, listicles, industry analysis,reports, award wins, company milestones in CSR or ESG breakthroughs, etc.  

The other angle of reputation management is most seen at crisestime. The marketing team would be a part of the crisis solving committee but itis left to the PR department to address the crisis, work through it and rebuildits reputation. PR professional will understand the situation and studyintricately on who it affects and how widespread it is – what messagestriggered the situation, what mediums were involved, how does it affect the brand.It requires wisdom and experience and with a sense of alacrity prevailing, itrequires cool heads to rectify the circumstances. The PR team will provide arecommendation. Other tools could be releasing statements to the media andstakeholders, conduct interviews, and depending on the damage, undertake necessarysteps to mitigate the effects.

It is never easy foreseeing a crisis. The next best thing ishaving a plan ready, just in case. Having a plan in place for proactive andreactive reputation management can make it easier to maintain a positivereputation. Having an agency take care of that is a necessity.

Some case studies of PR Reputation Management

Bidco, a familiar name in consumer oil and soaps, in EastAfrica, in 2014 released a series of ads on print and electronic media. One ofthe ads featured two males and the social media erupted with memes and thelike, making it sound like they were two homosexuals – which, incidentally, is tabooin the African countryside. While there were talks about setting the storyright with statements and ads, it was decided to let the status quo remain. Theviral stories and memes died a natural death and the company came out of thecrisis with little damage.

This one is apt for the current generation of PRprofessionals as it is as much about reputation management – as it is aboutinfluencer marketing, and how a wrong decision – reading – of the volatileaudience reaction, can kill your brand indefinitely.

A well-known Indian influencer- a little-known actress whowas more famous for her remarks and sultry images on the net, decided to go foranother bout with destiny. Let’s call her X. This one from the media sources - OnFriday, (Feb 05, 2024) X’s manager announced her death from cervical cancer,causing widespread shock and disbelief. However, she later clarified onInstagram that the news of her death was false, revealing that the stunt was anunconventional attempt to spark a conversation about cervical cancer.  That was damaging beyond belief. This is acrisis that has no solution. Reputation was damaged to an extent it isimpossible to redeem it any cost. Today, X is no longer remembered and isrelegated to the dustbin.

Reputation can go for a tailspin if not managed well. But ifhandled delicately and strategically can benefit the brand.

An interesting case study has been of a leading Nestle brand,Maggie. When reports (2015) broke out of the high level of MSG (Monosodiumglutamate) in the noodles, it was banned for a few years and sales went down tozero from 80% market share. The company did not sit idle but launched amulti-digital campaign answering people’s queries and was there to face thetirade. The official website had an FAQs page and answered many concerns ofconsumers. Slowly they have regained their status but it remains a nightmarefor many.  Nestle India, Chairman &MD, Suresh Narayanan, in an interview said, “Maggi is the worst crisis that wehave faced in the 104 years of our existence in this country, also the worstcrisis the company has faced globally in a long time.”

Their ability to come through the ordeal is a testament toPR finesse.

How to avoid Reputational Risk and be prepared tohandle any contingencies

It makes sense to be aware of the risks are and how they arelikely to create a crisis situation. Some risks are intentional – when brands choosecontroversial messages on social media and in their branding. Reputational riskassessment of areas needs to be studied and a contingent plan has to be put inplace. They could include areas like – how do we handle – negative feedback froman inappropriate social media post, ethical controversies or anything thatinvokes ire against the brand.

Many crises can be avoided by simple management styles thatprevents human operational errors —social media posts are pre-written andreviewed by managers before being shared with the public. Issues which effect alarge number of populace - such as the recent CrowdStrike outage that led toairlines facing irate customers - are much harder to manage. When such situationsarise, it’s important to remember that communication is key. A rapid responseto an emerging crisis is in itself a statement of responsibility by the brand.

Sustainability of a Good Reputation is possible only witha good agency

The good and the bad are a part of life. Of any brand. Badevents can happen to any company at any time. It is a fact that when you areprepared for the worst, you can handle the outcome ore efficiently. Hence companieswho have a trusted PR firm can handle anything. PR firms consistently createmedia placements — such as thought leadership articles, media interviews andnews announcements — your company can create a brand image that will remainintact if it faces a reputational issue.

A good CSR activity, that helps commit the image of thecompany as a responsible brand with some sustainable, community development,environmental – as an ESG dedicated entity, can go a long way in helping acompany manage bad publicity when it arises.

K2 Communications is available for advice and further PRconsultation: Contact our team of experts here www.k2communications.in

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