Learning from past PR crises: case studies and best practices
Public relations is an essential component of any business or organization. It's the process of managing the flow of information between an organization and its publics. It helps to establish and maintain a favorable image of the organization in the eyes of the public. However, public relations can go wrong and can lead to PR crises.
PR crises can have a significant impact on an organization's reputation and can even lead to its downfall. In this article, we will look at some PR crises that have occurred in the past, the lessons that we can learn from these crises, and best practices to follow to prevent future PR crises.
The Pepsi Kendall Jenner Ad
In 2017, Pepsi released an advertisement featuring Kendall Jenner, which sparked a lot of controversy and backlash. The ad was criticized for trivializing a significant social issue, and it sparked outrage on social media.
The lesson to learn here is to be careful when incorporating social and political issues into marketing campaigns. It's essential to conduct thorough research to understand the issue fully and how it affects people. Also, it's vital to consider cultural differences and how different communities will react to the campaign.
The United Airlines Incident
In 2017, a video went viral of a passenger being violently removed from a United Airlines flight. The video sparked outrage and led to a significant PR crisis for the airline.
The lesson to learn here is to prioritize the safety and well-being of customers. Airlines should have clear policies in place for handling overbooked flights and responding to customer complaints. It's also crucial to communicate effectively with customers and the public during a crisis.
The BP Oil Spill
In 2010, the BP oil spill in the Gulf of Mexico caused significant harm to the environment and led to a massive PR crisis for the company. BP's slow response to the crisis, lack of communication, and failure to take responsibility led to the public's loss of trust in the company.
The lesson to learn here is to be transparent and take responsibility for mistakes. During a PR crisis, it's essential to communicate effectively with customers, stakeholders, and the public. It's also crucial to take swift action to address the crisis and prevent further harm.
The Uber Sexual Harassment Case
In 2017, a former Uber employee went public with allegations of sexual harassment and discrimination within the company. The incident led to the resignation of several high-level executives and sparked a significant PR crisis for the company.
The lesson to learn here is to promote a culture of respect and accountability within the organization. It's essential to have clear policies in place to prevent and address harassment and discrimination. It's also crucial to prioritize diversity and inclusion within the organization.
Best Practices for PR Crisis Management
While it's essential to learn from past PR crises, it's equally important to follow best practices to prevent PR crises from occurring. Here are some best practices for PR crisis management:
1. Establish a crisis management plan: It's important to have a plan in place for handling a PR crisis. The plan should outline the key roles and responsibilities of the crisis management team, as well as the steps to take during a crisis.
2. Communicate effectively: During a crisis, it's crucial to communicate effectively with customers, stakeholders, and the public. The messaging should be consistent, transparent, and empathetic.
3. Prioritize safety and well-being: The safety and well-being of customers should be a top priority during a crisis. Clear policies should be in place to ensure customer safety, and swift action should be taken to address customer complaints.
4. Promote a culture of respect and accountability: Organizations should promote a culture of respect and accountability, with clear policies in place to prevent and address harassment and discrimination.
5. Monitor social media: Social media can be a powerful tool during a PR crisis. It's important to monitor social media channels to understand the public's perception of the crisis and respond to customer complaints effectively.
Conclusion
PR crises can have a significant impact on an organization's reputation and can even lead to its downfall. It's essential to learn from past PR crises and follow best practices for PR crisis management. By establishing a crisis management plan, communicating effectively, prioritizing safety and well-being, promoting a culture of respect and accountability, and monitoring social media, organizations can prevent PR crises from occurring or effectively manage them if they do occur.