If you run a business for any length of time, you will eventually encounter a PR disaster. Something will go wrong, and all of a sudden, it can feel like you’re back to square one.
So, what can you do to contain these disasters?
That’s the subject of this post. We look at some dos and don’ts in turn, so you know what to do whenever your public relations takes a hit.
Table of Contents
Do Learn From What Went Wrong
First, you’ll want to look at how you could potentially learn from what went wrong. This way, you can avoid repeating the mistakes that led to disaster last time.
Furthermore, you can communicate what you learn to the rest of your team to prevent staff members from falling into the same traps. Rethinking your sales processes or operations can be an effective way to prevent problems from arising in the first place.
Do Monitor And Engage On Social Media
You also want to monitor and engage on social media during a PR disaster. Often, hiding away and not saying anything doesn’t work, and can make the situation even worse.
Most companies deal with issues by being transparent on platforms like X and LinkedIn and owning up to their mistakes. Then they look for opportunities to offer restitution to correct the things they got wrong.
Sometimes, this involves an apology, but it can also mean sending out fresh goods or reimbursing people who paid for something they feel they didn’t receive.
Do Centralized Communication To Avoid A PR Disaster
It’s also worth exploring ways to centralize communication during a PR disaster. Creating a hub that manages all the chatter is an excellent idea for businesses dealing with a large volume of calls or complaints.
What’s nice about centralization is that it brings everyone together, allowing them to use the same strategies to address the problems the company faces. It also makes responses more consistent, further reducing conflicts with customers.
Managers can oversee the process, making adjustments to protocols as needed, reflecting the evolving situation.
What you don’t want is different departments responding in various ways. This approach is a recipe for disaster and can lead to even worse relationships with customers.
Do Empathize With Those Affected
Another key tip is to empathise with those affected by problems at your company. Showing that you understand how you’re affecting them can be powerful and encourage them to stick with you, even if they aren’t happy about the products or services they received.
Even a small amount of empathy can go a long way. While it may be exhausting for you, it can help calm clients down and restore their trust in you after a lapse in service quality.
Part of this could involve writing letters. For example, you could send them emails saying: “We deeply apologize for the inconvenience caused.” You can also explain why the issue occurred and what you’ve done to prevent it from happening again.
Another approach could be to meet with customers or use sites like https://www.algebradigital.co.uk/ to put out content explaining what went wrong. Little changes like these can make all the difference when you’re trying to control the public conversation about your firm.
Do Be Transparent And Honest To Avoid a PR Disaster
You also want to be transparent and honest when trying to contain a PR disaster. The more you can build trust with your audience, the better.
For example, if the news is bad, run toward it. Tell everyone what happened and what went wrong. Please explain how you are trying to fix it and the new methods you are using.
If there is a protocol for refunds or replacements, please explain that as well. Make it clear that you are doing everything you can to support people through this difficult time and that you take their situations seriously.
Do Act Quickly
Finally, you’ll want to act quickly. Don’t delay your response. If you act quickly, you can often minimize the damage caused by the incident or even eliminate it.
At the same time, don’t rely on knee-jerk reactions. Many companies get this step wrong by blaming their clients for their problems, only to backtrack later when they start losing business.
If you don’t quite know how to act yet, reassure your customers and let them know you’re working on fixing the issue.
For example, if your site has gone down, say something like: “We’re aware of the ongoing issue with our platform and our engineers are currently working on a solution. We will keep you apprised in the event of any updates and expect to restore services soon.”
Don’t Deny The Problem: It’s the Worst Way To Avoid A PR Disaster
As you go through this process, it is critical to avoid the temptation to deny the problem. You might think there’s no issue, but it doesn’t matter if your customers can see a problem and it’s reducing the benefits they receive from your products and services.
For example, don’t say things like “there’s no issue” when customers are upset. Usually, they’re unhappy for a reason, especially if a pattern starts to develop. Don’t assume that you always have perfect vision over the situation, even if you use advanced software tools or sensor technology.
Don’t Blame Others
At the same time, you also want to avoid blaming others. Yes, perhaps one of your suppliers isn’t providing you with the goods you requested, but you ultimately chose them. From the customers’ perspective, all that matters is that they get the value they paid for.
Therefore, consider how to build more robustness into your supply chain. Also, ask if you could improve your product development if breakages are the problem, or if you need to boost staff training if employees are being rude.
Ultimately, you should inform the customer that you are working on the problem without trying to blame anyone else. Even if issues are challenging to resolve, you must address them and demonstrate to prospects what you’re doing to improve the situation.
Don’t Get Defensive About Bad Publicity
As hard as it may be, you also want to avoid the temptation to get defensive when customers complain or a PR disaster scenario unfolds. This approach is unprofessional and does not benefit clients in any way.
You will sometimes see critics emerge on social media when a disaster occurs, criticizing your company or fabricating stories about how you’re greedy. It can be hard to resist the temptation to respond to these claims, but doing so is essential.
Keep communications through official channels and discourage team members from responding to criticisms on their personal accounts. It only draws attention to them.
Conclusion: Tips To Avoid A PR Disaster
Don’t let a single mistake undo your hard work—be ready with a plan. Build trust by staying honest, even when it’s tough. Respond quickly and keep your message clear.
Always listen to feedback and don’t ignore small issues—they can grow quickly. Review your social media and website often for outdated or risky content.
\Training your team to handle tough questions is a smart move. Most of all, keep communication open with your customers. They care more about how you handle problems than about the issues themselves.
Taking these steps will help protect your business and your brand’s reputation.