12 October 2009 7 Comments

Brand in crisis: what to do?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

brand crisis2brand in crisis 3Most times what leads to crisis is often subtle, careless approach to issues. Though there are clear cases of crises that are product of act beyond human control. Every crisis begins with issue that is not properly identified or managed before it generates into a major crisis. Crisis like strange disease or epidemic often begins with a small infection. Infection not properly managed often leads to epidemic. To manage crisis, brands need to be proactive. Waiting for crisis to happen before strategies are put in place is a bad policy that does not help anyone. Strategy that will help prevent, manage, recover/reconvert negative to positive is really important if a brand must escape total extinction after a major crisis. Brand’s ability, capacity to recognize volatile issues and nib them at the bud will help much than to wait so long for issues to have gained front burner both at the online and offline-traditional media. Every assumption that any issue will die a natural death must be erased. There is need for a prepared team that is versed in necessary skills, software that can handle pre-crisis as well as post crisis/recovery stages. Without all these, the brand in crisis will suffer untold condemnation. For pre-crisis preparation and planning, the old method of reliance on traditional media is no longer enough. The rate at which the crisis can spread online is now viral. So a comprehensive crisis plan that covers online and offline is really important. The team must know how to monitor forums, blogs, facebook, twitter. They must also keep a keen eye on traditional media guys, owners, editors etc. The team that will handle brand crisis must also have ready made contact lists of those who holds the anvil in continuous message dissemination. We will discuss at length the topic in our subsequent write ups. But let us conclude this piece by considering the following points when a brand needs to extinguish the fire of a crisis.

 1. Identify the crisis source

2. Identify the affected audience

3. Pull out your communication tools.

4. Select the right tools to use based on circumstances, situation

5. Keep an eye on the effect of your brand communication on all targets (online, offline)

6. Evaluate results, strategy effectiveness and work hard on lapses

7 Responses to “Brand in crisis: what to do?”

  1. Arsento 13 October 2009 at 3:06 pm #

    Thank you! You often write very interesting articles. You improved my mood.

  2. dumbell sets 19 October 2010 at 2:08 pm #

    Hi I found your site by mistake when i was searching yahoo for this acne issue, I must say your site is really helpful I also love the design, its amazing!. I don’t have the time at the moment to fully read your site but I have bookmarked it and also add your RSS feeds. I will be back in a day or two. thanks for a great site.

  3. Rachael Garkow 16 May 2011 at 3:27 pm #

    I’ve been checking your blog for a while now, seems like everyday I learn something new 🙂 Thanks

  4. carol 28 September 2011 at 1:14 am #

    Oh my goodness! an incredible article dude. Thanks However I am experiencing concern with ur rss . Don’t know why Unable to subscribe to it. Is there anyone getting equivalent rss downside? Anybody who knows kindly respond. Thnkx

  5. rebeca 21 October 2011 at 12:09 am #

    WONDERFUL Post.thanks for share..extra wait .. ?There are certainly plenty of details like that to take into consideration. That is a nice level to bring up. I offer the ideas above as general inspiration however clearly there are questions like the one you bring up where crucial factor shall be working in trustworthy good faith. I don?t know if best practices have emerged round things like that, however I am certain that your job is clearly recognized as a fair game. Both boys and girls feel the impact of just a second’s pleasure, for the rest of their lives.

  6. jack 12 December 2011 at 5:51 pm #

    There are some fascinating time limits on this article but I don’t know if I see all of them middle to heart. There’s some validity however I will take maintain opinion till I look into it further. Good article , thanks and we would like extra! Added to FeedBurner as properly


  1. Tweets that mention Brand in crisis: what to do? | The Branding Gavel -- Topsy.com - October 12, 2009

    […] This post was mentioned on Twitter by Yinka Olaito. Yinka Olaito said: Brand in crisis? what to do? my blog: http://bit.ly/1Ots5y […]

Leave a Reply