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Uh-oh. A long-ago social post resurfaces. An email that doesn’t cast you in a flattering light somehow gets leaked. Or you make an on-the-spot comment … and two minutes after the words come out of your mouth, your internal nervous system starts blaring an alarm.
If you’re any kind of public figure or spokesperson for an enterprise, there are so many “uh-oh” possibilities out there now that it can feel like you’re walking through a minefield when you’re just trying to do your job to the best of your ability. And when the scrutiny spotlight is shined on you, it can test your brand reputation to the core.
This type of existential threat is becoming increasingly commonplace. Because of that, ironically, ways to manage it have evolved in kind. And there are ways to manage it well — to handle a crisis with skill and finesse, to play the long game with the circumstances by turning them in your favor. Modern-day PR is about more than weathering the storm; it’s about coming out on the other side with a stronger, better fortified boat capable of alchemizing a crisis into an opportunity for sustainable growth.
Crisis as an inflection point
All kinds of difficult life moments eventually become our greatest lessons and most transformative experiences. Conquering an illness, which makes you appreciate your health so much more. Seeking counseling for a troubled marriage, which then develops into a far more solid union. Getting downsized from your job only to find your true calling.
That’s what I tell my crisis management clients who fear their temporary “uh-oh” is going to be their permanent undoing. No brand is infallible; no entity is above reproach. Luckily, customers and followers don’t expect anyone to be flawless; in fact, they’re surprisingly understanding of what it means to be human … so long as you’re accountable when you make a relatably human mistake.
And that’s where the turning point between brand crisis and brand capital lies: When something goes wrong, it’s your response to it that truly defines your brand reputation. If that response reveals your character, your values and what you’ve learned from the mishap, your brand can actually grow, not falter. Your audience doesn’t demand perfection; they’d rather see proof of your conviction. So when a crisis hits, it doesn’t have to rewrite who you are. You can use it to show where you stand and what you stand on in the face of significant pressure.
Reframing damage control as reputation capital
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