Product recalls, defects, and unkept promises can significantly damage a company’s reputation. Even well-respected companies face these challenges, such as Toyota with recalls over deadly brake and airbag defects, or Samsung with the Note 7 overheating and catching fire.
How a company handles a crisis can make all the difference. In these situations, consumers often ask questions like:
- Is this information about the product accurate?
- Who is responsible? Is it the company, the user, or someone in the supply chain?
- Was the company negligent? Did they hide this information intentionally?
- Does this company have a history of negligence or poor decision-making?
It helps to be sensitive to the consumer’s perspective. What seems minor to you might feel like a big deal to them, especially if the media gets involved. In addition, advocacy groups could take an interest and attack your company and its leadership. Never underestimate or downplay a crisis without considering how the public might see it.
Your brand’s long-term reputation matters during a crisis. If consumers have had good experiences with your company or have seen positive media coverage, they may be more willing to trust you or give you another chance. A strong reputation can make recovering from a crisis easier, but you still need to do the right thing.
Honesty remains the best policy. If you made a mistake, admit it. Come clean and share what happened, why, and what you’re going to do to keep it from happening again. Transparency will always produce better results than trying to cover up or downplay the issue.
However, when and where it’s appropriate, defend your company. If the media or others are not missing important facts, share them and make sure your side of the story is heard.
During the crisis, your focus should be on protecting and rebuilding your company’s long-term image. Fixing your reputation can take time and effort, especially if the issue is complicated, but it is possible. For example, after the Toyota recalls, the company apologized and reassured customers that its commitment to excellence was more vital than ever. This resonated with customers because Toyota had a strong image before the recalls.
If your brand is struggling to recover from a crisis, you may want to talk to a professional communications firm for help. Tucker/Hall equips clients with strategies and tools to recover from any situation. Contact us for more information.
