In general, companies are concerned about creating incredible memories with their customers. However, no brand wants to run the risk of having a negative memory. In addition to impacting sales, it can generate a series of consequences for the business, involving investors and suppliers.
But how do you know if your company’s image is positive or negative? What is the role of marketing in Crisis Management? What tools support this process? Follow along!
Why is it important to do Crisis Management?
Gone are the days when having a good product or service was enough for a company to have a good reputation. Complying with labor laws, being brother cell phone list responsible, carrying out social and environmental actions and good governance have become some of the factors that influence the onset of a serious crisis.
Consumers want to have a relationship with a company. And that doesn’t just mean good customer service. It’s more than that! It means they want brands that are committed to maintaining a positioning that is aligned with their own.
With constant technological advances, speaking and being heard has never been easier. With a smartphone, internet and access accounts to certain platforms, companies, consumers, influencers and experts interact routinely.
It is no longer necessary for a company to be known through the media, whether for good or bad. The relationship with its audience is more direct and constant.
While on the one hand these new features may seem like obstacles, on the other hand, if well planned, they can be an excellent business opportunity.
This closer relationship becomes a shortcut for brands to better understand users’ habits, behaviors and preferences. Based on this information, it becomes easier to understand what they expect from the company and which positioning is considered unacceptable.
All it takes is one piece of advertising without proper critical review, or the sharing of fake news, without the slightest verification of its veracity, to negatively impact business.
Linking the brand name to fake news, for example, can lead to hard work in regaining the public’s trust.
In order to act preventively in the face of these challenges, it is essential to carry out crisis management, also known as brand reputation management.
What is Crisis Management?
As every company is subject to 4 benefits that ip telephony in ms teams brings to your company’s communication a moment of turbulence, it is essential to establish quick solutions in advance.
The goal of crisis management is to avoid information mismatches and prevent the damage from becoming even worse. When a crisis begins, leaders may be left without direction. With proper management, it is possible to provide guidance and immediate responses.
Through a series of predictive actions, the company can find out what customers are saying about the brand. In addition to consumers, it is worth paying attention to what is published in the media, social networks and what society in general thinks.
Crisis management doesn’t just start when a scandal happens. It involves daily actions that preserve a brand’s reputation. It ranges from creating strategies to deal with negative feedback to building a positive image. Each step taken is generated from observations of current events in order to outline future plans.
How to do proper crisis management?
It is not uncommon for a company to phone number taiwan the importance of crisis management, however, due to a lack of knowledge about the first steps to be taken in this process, they end up leaving this subject for another time.
However, frequent exposure on a variety of channels does not allow the need to take care of a brand’s reputation to go unnoticed. The most common question is: what is the role of marketing in crisis management? To answer questions about how to deal with one of the biggest challenges in marketing management, we will divide this topic into four topics:
1 – Define indicators
Indicator analysis is a great resource for decision-making. KPIs ( key performance indicators ) help define objectives.
Metrics reveal the numbers, percentages, and indicators tell you what the expected result is to achieve the desired performance.
When the indicators do not show the expected rates, it is worth turning on the alert and finding out what the obstacles are to such performance. A crisis can be avoided by keeping a closer eye on the indicators.
2 – Establish which channels should be monitored
Society is more active. It is no longer afraid to criticize industries or engage in sustainable movements. This change in behavior is due to the ease of access to information and the multiple channels that allow people who share the same ideas to meet.
Furthermore, social media gives ordinary people a voice. They don’t need to be experts in any specific subject to gain notoriety.