Avoiding Bad Public Relations: A Guide to Preventing PR Disasters
Imagine your company caught in the crosshairs of public outrage, facing a PR disaster that could damage your reputation for years to come. It’s a nightmare scenario that too many businesses have faced, often referred to as public relations failures. But fear not! With the right approach and strategies, including a well-executed PR campaign, companies can avoid PR disasters and even turn potential catastrophes into triumphs. In this blog post, we’ll delve into the causes and consequences of public relations failures, explore notable PR disasters, and learn from companies that have successfully navigated these treacherous waters.
Key Takeaways
Understanding PR Failures is essential to prevent financial losses and damage to reputation.
Poor planning, cultural unawareness, and lack of transparency can lead to PR disasters if not addressed proactively.
Companies should develop a crisis management plan, prioritize clear communication with stakeholders, apologize sincerely & swiftly when necessary and take corrective action in order to manage their public image effectively.
Understanding PR Failures
Public relations disasters can wreak havoc on a company’s reputation, leading to financial losses and long-term harm to the brand. Inadequate media coverage can exacerbate PR disasters by failing to manage the narrative and connect with audiences effectively. The primary causes of PR disasters include inadequate product testing, mismanagement of political matters, and product malfunctions. Examples of notable PR disasters include Southwest Airlines’ canceled flights, Volkswagen’s emissions scandal in 2015 when the company admitted to cheating on emissions tests, and Walmart’s mislabeled ice cream flavor.
To stave off PR crises and further online backlash, the following actions are recommended:
Sustaining cultural awareness
Prioritizing clear communication
Issuing prompt and genuine apologies
Implementing corrective actions
Harnessing mistakes as learning opportunities.
What is Negative Public Relations?
Negative public relations (PR) refers to any unfavorable or adverse publicity that a company or organization receives. This can stem from various sources, including negative press coverage, social media backlash, crisis situations, and actions that contradict a company’s stated values and mission. In today’s digital age, negative PR can spread rapidly, amplifying the potential damage to a brand’s reputation. Low-quality press releases are an example of negative PR that people can effortlessly detect, further harming a company's credibility.
Negative PR can arise from a multitude of scenarios, such as product recalls, executive scandals, or insensitive marketing campaigns. For instance, a poorly timed or culturally insensitive ad campaign can quickly lead to widespread condemnation and negative publicity. The key to managing negative PR lies in understanding its sources and being prepared to address it swiftly and effectively.
Common Causes of PR Disasters
Inadequate planning, cultural unawareness, and opacity can be some of the usual causes of PR disasters. For instance, Uber’s implementation of “surge pricing” in 2014 resulted in additional fees during times of high demand, and it was a PR disaster caused by inadequate planning. Protests against political decisions affecting Muslim-majority countries also led to significant backlash for companies like Uber. Another example is Adidas’ email congratulating Boston Marathon runners with the subject line “Congrats, you survived!”, which was a significant PR mistake that led to public backlash following the tragic bombing at the marathon’s finish line. In 2019, Tesla suffered negative publicity when a live demonstration of their bulletproof cybertruck failed, resulting in a stock price drop. These bad PR examples serve as cautionary tales for businesses to avoid similar PR disasters and strive for good PR.
Careful scrutiny of marketing campaigns and public statements is imperative for companies to sidestep PR disasters. In some cases, the crisis may be caused by a company spokesperson or inappropriate choice of words, such as the Jared Fogle scandal involving Subway. Communications executives play a crucial role in keeping open communication with media outlet partners and being mindful of potential pitfalls, which can help prevent misinformation and manage public image effectively.
The Impact of Negative Press
Negative press can have far-reaching consequences for a company’s reputation and financial health. When a company is subjected to negative press, it can experience a decline in sales, revenue, and customer loyalty. Additionally, negative press can deter potential job candidates and lead to lower employee morale, impacting productivity. Furthermore, it can erode investor confidence, leading to a decrease in stock value and overall business success. The financial impacts of bad PR can include decreased sales and lost partnerships, further compounding the challenges faced by the company.
For example, a high-profile scandal involving a company executive can lead to a media frenzy, resulting in negative press that tarnishes the company’s image. This can cause customers to lose trust in the brand, ultimately affecting the company’s bottom line. In extreme cases, sustained negative press can even lead to the downfall of a company, as seen in the case of Enron.
To mitigate the impact of negative press, companies must be proactive in their crisis management efforts, addressing issues head-on and communicating transparently with stakeholders.
Consequences of Bad PR
Negative PR can result in a decrease in customer confidence, financial losses, and harm to the company's reputation. For example, Abercrombie & Fitch's worst pr crisis due to discriminatory practices led to financial losses and a negative impact on the company's reputation. In another case, Uber's mismanagement of a political issue resulted in a campaign backed by the hashtag #deleteUber.
A proactive approach in handling PR disasters is crucial for companies to ward off additional damage. Prompt and sincere apologies, coupled with corrective actions, can help mitigate the negative impact of bad PR. By learning from their mistakes, companies can avoid making the same errors in the future and ensure their reputation remains intact.
Notable PR Disaster Examples
Examining past PR disasters can provide valuable lessons for companies to avoid making similar mistakes. Some of the most notable PR disasters include United Airlines' overbooking incident, Pepsi's Kendall Jenner ad controversy, and H&M's “Coolest Monkey in the Jungle” scandal. Gaining insights from the root causes and responses to these PR disasters can equip businesses with the know-how to steer through potential crises more effectively.
In each of these cases, the companies involved faced significant backlash and even more online backlash, leading to damage to their reputation, highlighting the importance of proactive measures and quick response. We will examine these PR disasters more closely and draw lessons from each incident.
United Airlines' Overbooking Incident
On April 9, 2017, United Airlines faced a PR disaster when four paying customers were selected to be involuntarily deplaned from United Express flight 3411. Dr. David Dao refused to give up his seat, resulting in a distressing situation where he was forcibly removed from the flight. This incident, which was recorded and shared widely, caused widespread indignation and highlighted the importance of effective crisis management.
Four paying customers were selected to be involuntarily deplaned from United Express flight 3411.
Dr. David Dao refused to give up his seat, resulting in a distressing situation where he was forcibly removed from the flight.
The incident was recorded and shared widely, causing widespread indignation.
United Airlines' CEO's apology was perceived as defensive and seemed to prioritize the airline's distress over that of the affected passenger. This PR disaster underscores the significance of genuine apologies and effective crisis management. A well-prepared PR team could have helped mitigate the damage to the company's reputation and prevented the incident from escalating.
Pepsi's Kendall Jenner Ad Controversy
Pepsi's Kendall Jenner ad was met with criticism for its perceived trivialization and appropriation of a racial protest movement to promote a worldwide beverage brand. This led to a PR debacle due to the widespread backlash and condemnation for its lack of sensitivity and comprehension of social matters.
In response to the controversy, Pepsi promptly removed the commercial and issued an apology, expressing that the ad had “missed the mark”. This example demonstrates the importance of understanding and respecting social issues in advertising campaigns.
Companies should consider the potential adverse effects that their marketing campaigns might inflict on their audience and the broader public, including mental health concerns.
H&M's "Coolest Monkey in the Jungle" Scandal
H&M posted a photo featuring a black child wearing a sweatshirt with the caption “Coolest monkey in the jungle”, which was widely regarded as racially insensitive. In 2018, this ad campaign led to accusations of racism and significant backlash. In response, H&M experienced the following consequences:
Boycotts and terminated celebrity partnerships
Issued an apology and removed the image from all websites
Discontinued the sale of the sweatshirt in US stores.
This PR disaster emphasizes the need for cultural sensitivity in PR campaigns. To prevent PR disasters, companies should acknowledge cultural variances and refrain from incorporating offensive content in their marketing campaigns. By considering the potential implications of their advertising content, businesses can avoid negative backlash and maintain a positive brand image.
Proactive Steps to Prevent PR Disasters
Companies can take several proactive measures to prevent PR disasters, such as developing a crisis management plan, ensuring cultural sensitivity, and prioritizing clear communication. By addressing potential issues before they escalate, businesses can minimize the risk of PR disasters and protect their reputation.
We will delve into these proactive steps further and discuss how they can assist companies in avoiding PR disasters.
Developing a Crisis Management Plan
A well-prepared crisis management plan can help companies respond quickly and effectively to PR disasters, minimizing reputational and financial damage. An effective crisis management plan should include alignment with the operational plan, assignment of crisis team members and backup contacts, and having a crisis communication contact list to ensure swift and organized responses during a crisis. Additional elements include planning scenarios and flexible responses, activation guidelines, and a pre-approved communication strategy.
Alignment with the operational plan
Assignment of crisis team members and backup contacts
Planning scenarios and flexible responses
Activation guidelines
Designated chain of command
Pre-approved communication strategy
Risk analysis
Activation protocol
Distinct team roles and responsibilities
Incident assessment and action planning
Regular, at least annual, assessment and modification of the crisis management plan can ensure its continued relevance and effectiveness for companies. With a well-developed plan in place, businesses can navigate a public relations crisis more effectively and protect their reputation.
Ensuring Cultural Sensitivity
Cultural sensitivity is indispensable in marketing campaigns. Companies need to recognize cultural disparities and refrain from using any offensive material in their campaigns to evade potential PR issues. Some noteworthy examples of marketing campaigns that were insensitive to cultural differences include Coca-Cola's Tadpoles campaign in China, where the name was translated in a way that was culturally inappropriate, and the ‘Pipe Job' ad, which depicted a man committing suicide and was deemed offensive and disturbing. These examples demonstrate the importance of conducting thorough research and understanding cultural nuances before launching marketing campaigns.
Companies can implement several strategies to ensure cultural sensitivity in their marketing campaigns, such as:
Including every possible preference
Being mindful about different cultural attitudes
Training employees to be sensitive
Conducting thorough market research
Prioritizing Clear Communication
Clear communication is paramount in circumventing PR disasters since it enables accurate and timely information sharing with both internal and external stakeholders. This helps to control the narrative and prevent the spread of misinformation. Additionally, effective communication helps to establish trust and transparency, which are key in preserving a positive reputation and averting potential crises.
In the event of a PR scandal, a company should promptly provide their statements and then move forward, as consumers tend to be forgiving and eager to proceed. By prioritizing clear and transparent communication with stakeholders, companies can prevent misunderstandings and negative publicity.
Media Training
Media training is an essential tool for companies looking to manage negative PR effectively. It involves preparing employees, particularly those who interact with the media, to communicate the company’s message clearly and respond to negative publicity with confidence.
Effective media training can help companies to:
Develop a clear and consistent message that aligns with the company’s values and mission.
Anticipate and prepare for tough questions from journalists and media outlets.
Build and maintain positive relationships with media outlets and journalists.
Manage crisis situations and negative publicity with poise and professionalism.
By investing in media training, companies can ensure that their representatives are well-equipped to handle negative PR and maintain a positive public image.
Damage Control: Responding to PR Crises
When faced with a PR crisis, companies should focus on apologizing sincerely, taking corrective action, and learning from their mistakes. By addressing the issue head-on and taking responsibility, businesses can minimize the damage caused by PR disasters and demonstrate their commitment to making amends.
We will delve into the critical elements of damage control and discuss how they can assist companies in responding effectively to PR crises.
Apologizing Sincerely and Swiftly
A timely and genuine apology can help mitigate the damage caused by a PR disaster and demonstrate the company's commitment to making amends. The most effective ways for a company to apologize sincerely following a PR disaster include:
Acknowledging the public's sentiment and responding appropriately
Demonstrating humility, sincerity, and empathy
Addressing the issue promptly
Refraining from assigning blame and accepting responsibility
Being candid and clear in the apology
Through a sincere apology, the company acknowledged their dedication to resolving the situation and rebuilding their customers' and stakeholders' trust.
Taking Corrective Action
Companies should take immediate steps to address the issue at hand and prevent similar incidents from occurring in the future. In the event of a PR crisis, companies can take corrective action by:
Issuing an apology and taking responsibility
Implementing corrective measures
Engaging in open communication
Devising a crisis communication plan
Restoring trust
Assessing internal processes
Immediate corrective action enables companies to display their determination to handle the crisis and restore their standing.
Learning from Mistakes
Analyzing PR disasters and learning from them can help companies improve their PR strategies and avoid future crises. Here are some steps companies can take:
Appoint a response team
Devise a strategy and brief the team
Craft a message
Identify and address the affected parties
Monitor the situation closely
By following these steps, companies can effectively manage PR crises and minimize their impact.
Companies can fortify their PR strategies and reduce the risk of future PR disasters by reflecting on past mistakes and making the necessary amendments.
Transparency and Honesty
Transparency and honesty are critical components of effective crisis management and negative PR mitigation. When faced with a PR crisis, companies should be open and honest in their communication, acknowledging mistakes and taking responsibility for their actions. Ignoring social media allows false information and negative reviews to spread rapidly without being addressed, further exacerbating the crisis. Being transparent and honest helps to build trust with stakeholders, including customers, employees, and investors. It demonstrates that the company is committed to addressing the issue and making amends. For example, when a company issues a sincere apology and outlines the steps it is taking to rectify the situation, it can help to mitigate the negative impact of the PR crisis. Companies that are transparent and take responsibility for their actions can transform a negative situation into an opportunity for growth.
Being transparent and honest helps to build trust with stakeholders, including customers, employees, and investors. It demonstrates that the company is committed to addressing the issue and making amends. For example, when a company issues a sincere apology and outlines the steps it is taking to rectify the situation, it can help to mitigate the negative impact of the PR crisis.
In contrast, attempts to cover up or downplay the issue can lead to further negative publicity and damage to the company’s reputation. Therefore, transparency and honesty should be at the forefront of any crisis management strategy.
Choosing the Right Channel
Choosing the right channel for communication is crucial in managing negative PR. Companies should carefully consider the most effective channels for reaching their target audience and stakeholders, whether it be social media, press releases, or traditional media outlets.
For instance, in the wake of a PR crisis, a company might choose to issue a press release to provide an official statement and ensure that accurate information is disseminated to the public. Alternatively, social media can be a powerful tool for real-time communication and engagement with customers.
By selecting the appropriate communication channels, companies can ensure that their message is conveyed effectively and efficiently, helping to manage negative publicity and mitigate its impact.
Summary
PR disasters can pose significant threats to a company's reputation and bottom line. By understanding the causes and consequences of PR failures, learning from past PR disasters, and taking proactive steps to prevent and manage crises, companies can effectively navigate the treacherous waters of public relations. Remember, a well-prepared PR strategy, cultural sensitivity, clear communication, sincere apologies, and a commitment to learning from mistakes are the keys to turning PR disasters into PR triumphs.
FAQ
What is an example of a PR disaster?
A prime example of a PR disaster is Johnson & Johnson's Tylenol poisoning in 1982, which caused seven people to die and prompted the company to pull 31 million bottles from shelves. This generated significant media attention and significantly damaged their brand reputation and stock value.
Why do public relations fail?
Public relations can fail when negative news, events or reviews arise and are not handled effectively. A lack of collaboration between PR and marketing teams, as well as a misalignment with bottom-line business plan goals can lead to unsuccessful PR efforts, ultimately resulting in an unfavorable brand reputation.
What are the current issues in public relations?
Today's public relations issues include creating effective and timely communications, accessing high quality intelligence, anticipating new concerns, managing expectations to key stakeholders, mastering the art of the pivot, measuring the ROI of PR campaigns, connecting with relevant media and influencers, listening to online conversations, amplifying brand awareness via social media, distributing press releases and multimedia, financial constraints, increasing communication platform, client expectation management, poor man-power situation, poor appreciation of the profession, low awareness of public relations, and poor usage of social media.
What is bad public relations?
Bad public relations is when organizations fail to build trust with their target audience, due to a lack of research, chaotic campaign decisions or incorrect information being released. This can result in significant damage to the reputation of the organization. Common characteristics of bad public relations include a lack of transparency, inconsistent messaging, poor crisis management, and failure to engage with customers online.
What are the primary causes of PR disasters?
Inadequate product testing, mismanagement of political matters, and product malfunctions can all lead to disastrous PR consequences.
