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Forbes Agency Council: 16 Precautions For Companies Using Social Media To Handle A PR Crisis

June 10, 2022

As a member of the exclusive Forbes Agency Council, Collective Measures CEO Donna Robinson shares her expert opinion on the top digital trends. Read her latest feature below.

16 Precautions For Companies Using Social Media To Handle A PR Crisis

By Donna Robinson / June 10, 2022

When a public relations crisis hits, it’s not uncommon for a business to approach it as it would other messaging challenges by reaching out to consumers via social media. Speaking to as many consumers as possible at once might seem expedient, but there are potential hazards to be aware of when attempting to minimize the fallout of a narrative that has grown beyond the company’s control via these channels.

To ensure any possible damage to the brand and its reputation is mitigated properly and effectively, the agency partners or in-house team members in charge of handling a crisis situation should craft a careful crisis communications strategy. Here, 16 members of Forbes Agency Council share important precautions to keep in mind when making a plan to address any issues that the crisis has presented over social media platforms.

9. Be As Transparent And Open As Possible

In a PR crisis, users will be looking to share their opinions and feel heard. Arguing with commenters, deleting negative comments or responding with the same canned message will draw the ire of internet warriors and make matters worse. Instead, be as transparent and open as possible, share your brand’s side of the story with those asking to hear it and allow for discourse in the comments. – Donna Robinson, Collective Measures 

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