Social media
A communications protocol for managing a reputational crisis on social media with speed, sound judgement and consistency.
PR crisis management: protecting brand reputation on social media
A communications crisis can escalate in minutes. PR crisis management therefore requires preparation, active listening and a coordinated response.
Improvisation often amplifies the problem; a clear protocol helps decisions to be made quickly, consistently and with sensitivity towards the community.
Listening, assessment and prioritisation
The first step is to understand what has happened, where the conversation is taking place, who is involved and what level of risk exists.
Monitoring volume, sentiment, reach and sources helps prioritise actions. Before responding, it is advisable to align the facts, responsibilities and key messages.
Public response and learning
A good response should be clear, human and verifiable. Acknowledging the situation, explaining the next steps and avoiding defensive messages helps rebuild trust.
After the crisis, a review helps identify failures, document lessons learned and improve the protocol.