Disaster? Crisis? End of the World? Nah, just a bad tweet.

I’ll skip the ranting about what a ‘real’ crisis is (see also: Carnival, a brand I still like). Instead read Tegan Ford, whose ambitious thesis tries to make sense of how social media  impacts a public relations crisis.

PR crises .. we’ve already forgotten?

Maybe not forgotten, but certainly not hot topics any more. Most of these things have a short shelf life, relegated to a few back links when the pundits dredge it up when hyping their latest brand “disaster” click bait story. That has no customers leaving, no stocks tanking, no mass exodus of employees. Ahem.

Pace. This fake Twitter fight of comic vs. automated responses barely qualifies as a blip in my book. Moving on.

Lesson: Nothing new – if you’re going to brand and market on Twitter, know what you’re doing and be prepared for anything, including having your brand jacked into a hoax.

Chick-fil-A. Atlanta is the backyard of this company and no one stopped going. No one. A blip on the 2012 radar, mentioned in context of activist groups lobbying against certain brands. I don’t recall any mass of franchisees leaving or customers permanently boycotting. It’s a product [some] people like, sold by a company [some] people respect and by all accounts, still thriving.

Lesson: Reputation. Values. Quality. Service. Start there.photo-33

Paula Deen. During the height of this I joined eavesdropped a conversation of several women, most of them of color. The general consensus – surprising to me – was 1) she’s a different era blah blah 2) media needs to let it go and give her a break, giving the ‘victim’ claim legs and 3) they know if their sense of racial justice has been offended or not, so the press and pundits should stop telling them how they need to feel and think. The biggest concern: get to Walmart before they sell out of gooey cakes.

Plenty of advice out there, on what Paula Deen could do. Given the givens, I’d say Ms. Deen is a tell-all book, a ‘kiss and cry’ apology tour away from some type of comeback. She’s a known name, a brand; she probably won’t rebuild the full empire, but if Martha Stewart can do it I don’t see why not.

Lesson: Hire smarter; communication strategy is better when the legal, PR teams work together.

Home Depot. Bad joke, stupid tweet. Ugh. This one annoyed me for many reasons. I never heard one whiff of complaint from a ‘real’ not media/marketing person. Home Depot pulled the crappy “aim, point finger, fired!” excuse as they blamed their SM agency. Like so many other blink-and-you-miss-it mistakes, I neither saw nor read one story about a lasting negative impact.

Lesson: Crisis or marketing proof perhaps? They’re a giant brand and if they sell what people need cheaper than the competition, the cash registers will keep ringing.

Duck Dynasty. Are people still fuming or reverse fuming at Cracker Barrel? Not the first time that brand has caught media ire, but I hadn’t caught anything about them lately and the bruhaha about this show seems to barely have carried over to 2014. Or I just stopped paying it any attention.

While they get royalties from product licensing, A&E is in the business of making money by producing TV shows that sells cable TV ads. If they have enough of a target audience for marketers, and those marketers think they’ll gain more than they’ll lose, the show and advertising will go on – though with lower ratings.

Lesson: Media training. Know your audience, know your customers. No such thing as bad publicity – except when there is.

It’s not a mistake so long as you, me.. someone learns from it.

I suppose I came down too hard on PR smartie Gini Dietrich — sorry my friend, really was not my intention — when discussing the Home Depot crisis du jour. (FWIW it was so fly by night, I had to go back and look up what we were discussing.)

She’s right – the big lesson is that there ARE lessons we can learn from these events and that a well-written blog post or case study can help others avoid these kind of mistakes.

  • It is helpful to study and follow these cases – with a qualified, critical eye.
  • It’s important to understand the nature of the issues; look past the hype to properly gauge impact and access damage to the brand.
  • Don’t make matters worse by over – or under – reacting; have strategy for a proportional response.
  • Accept responsibility; don’t throw people – the ones you vetted and hired to do a job – under the bus.
  • Apologize, be genuine, make amends, move on. Putting it on autopilot, copy and pasting the same apology, treating public relations and social media as ‘set and forget’ marketing – that’s asking for trouble.
  • PR 101: Don’t screw up in the first place. But when you do, a foundation built of quality products and services, a carefully crafted reputation that comes from being a good company – makes it that much easier to weather any storm.

What’d I miss? Sure there were other flaps and foibles, other gaffs and mistakes. Please remind me – and what we can learn from them.

 Photo credit: not hard to find many funny and many offensive memes for this post, that one from RollingOut

Comments (4) | Trackback

4 Responses to “Disaster? Crisis? End of the World? Nah, just a bad tweet.”

  1. Hi Davina,
    It’s called the echo chamber. We are all busy talking to each other, and agreeing with each other on Twitter, and thinking that somehow, everybody knows and agrees with what we are saying. Only a small percentage of the world is on Twitter. And really, how many tweets do those people read a day? This is not to say that what is posted on social media doesn’t matter–it does. But it has to be put in context. So, I agree with you. These so-called crises do not impact many companies and their bottom line.
    Deborah

    [Reply]

    Davina K. Brewer Reply:

    Hey Deborah (and BTW, I’ve got like 2 or 3 of your posts flagged for later).. it’s crazy. ITA, even more the circle isn’t just ‘us’ it’s the media reading and clicking and sharing types. Everyone is in a rush to post something, anything in the name of ‘content.’ If these stories didn’t get all the attention – that media can sell ads against – then they wouldn’t get the hype and these non-issues would barely see the light of day. Many brands aren’t being helped nor hurt by these kinds of campaigns and issues. IMO it still comes down to PR – the quality of their products, service, their reputation w/ the public and how that translates to Wall Street. FWIW.

    [Reply]

  2. Adrienne says:

    I don’t really pay much attention to all the stuff that goes on Davina. Am I being ignorant about this? I don’t really see it that way like I don’t watch the news because there is too much negativity and I don’t care to even allow myself my thoughts to veer in that direction.

    Have I heard about some of the things you’ve mentioned here? Yeah, a blip on my radar too because in my eyes we’re all human and we make mistakes or perhaps speak out of line. If people want to stand up for what they believe in let them. It’s still a free country the last time I looked. Do I like it all? I just don’t let it phase me because we’re all not going to agree with everything I’m afraid.

    Will I ever have to deal with anything negative during my time online? Probably but I’ll deal with it when or if it does ever happen. Until then these are just more lessons we can learn and move on.

    ~Adrienne
    Adrienne recently posted..Thankful Thursday: 403 Pages, Triberr, WP Plugins, Branding, Interview

    [Reply]

    Davina K. Brewer Reply:

    That’s the thing Adrienne, these are all so very ‘inside baseball’ and not on the radar of many an average consumer. I’ve long held theories of lurkers and readers, of the vast silent majority vs. the tiny noisy minority that screams the loudest. Alas these things snowball w/ likes and links and click, so the media fan the flames.. and everyone else takes a nap. Thanks.

    [Reply]

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