Are you unknowingly making mistakes that could land your brand in hot water?
Staying in the public’s good graces isn’t as simple as it used to be. One wrong step, an off-key tweet, a poorly timed ad, or even silence on a pressing issue can put a brand, company leader, or organization under fire. With social media amplifying every move, businesses need to be thoughtful about how they present themselves. Here’s how to prevent a PR crisis, avoid getting “cancelled” and, instead, build a brand that people trust and respect.
Know Your Audience Inside and Out
If you don’t understand your audience, it’s easy to make missteps. What resonates with one group might offend another, so taking time to learn what matters to your customers is a smart move.
- Ask Questions – Use surveys, polls, and direct engagement to get a sense of what your audience values.
- Pay Attention to Trends – Keep an eye on discussions happening within your industry and among your customers.
- Segment Thoughtfully – Different groups have different priorities, so tailor messaging accordingly.
A well-informed approach helps avoid tone-deaf marketing and ensures you’re speaking to people in a way that feels natural, not forced.
Stay Aware of Social Issues to Prevent a PR Crisis
Whether a brand should speak up about social issues is no longer up for debate. People expect companies to have a stance. But jumping into conversations without understanding them can do more harm than good.
- Keep Your Team Informed – Offer cultural sensitivity training so employees are aware of evolving discussions.
- Use Social Listening Tools – Monitor ongoing conversations and evaluate whether (and how) your brand should engage.
- Be Authentic – If an issue aligns with your brand’s values, support it in a meaningful way. Empty gestures just won’t cut it.
Speaking up isn’t mandatory, but when done right, it strengthens your connection with customers.
Watch Your Tone and Timing
The right message at the wrong time? That’s a problem. The right message with the wrong tone? Equally problematic. Avoiding missteps comes down to being thoughtful about how and when you communicate.
- Test Before You Post – Run campaigns past a diverse group of people before hitting “publish.”
- Avoid Trend-Jacking Without Context – Not every viral moment is an opportunity for your brand to chime in.
- Be Mindful of Humor – What’s funny to one group might be offensive to another, so use humor carefully.
A little extra caution can prevent a marketing blunder from becoming a full-blown PR crisis. Always remember, sometimes it’s just better to keep your mouth closed and your fingers off the keyboard.
Commit to Diversity and Inclusion
Diversity isn’t just a buzzword. It’s a business necessity. Don’t believe us? Feel free to Google all the uproar behind certain national brands (ahem, Target) ending their DEI policies or global businesses using words and phrases in advertisements that simply do not translate well in other languages. Remember, a team with a variety of perspectives can help a brand avoid major missteps.
- Make Inclusive Hiring a Priority – A diverse team can spot potential blind spots in campaigns before they go live.
- Create Employee Resource Groups – Give employees a voice in shaping company culture and messaging.
- Listen to Different Perspectives – Encourage honest feedback from employees at all levels.
Having diverse voices in the room ensures that campaigns resonate with a broad audience while avoiding easily preventable mistakes. If you choose not to participate in DEI or include diverse perspectives while participating in the global market, be prepared to endure social and/or economic boycotts.
Respond to Criticism with Grace
Nobody gets it right 100% of the time. When criticism comes (and it will), how you respond can determine whether a situation escalates or is defused quickly.
- Stay Calm and Listen – Knee-jerk reactions can make things worse. Take a step back and assess the situation.
- Acknowledge Concerns – Even if you disagree, recognizing the perspective of others shows respect.
- Avoid Defensive Arguments – A defensive stance can make your brand seem dismissive rather than engaged.
Handling feedback well turns critics into allies and strengthens customer trust. And, it helps prevent a PR crisis that is completely avoidable.
Take Corporate Social Responsibility Seriously
Consumers support brands that contribute to causes they care about. In fact, according to a 2019 Aflac Incorporated (yes, the insurance company with the quacking duck) Survey on Corporate Social Responsibility, more than 77% of Consumers say they are motivated by a companies commitment to making the world a better place. Being socially responsible isn’t just about good PR, it’s about making a real difference.
- Support Meaningful Causes – Partner with organizations that align with your company’s values.
- Show, Don’t Just Tell – Actions speak louder than words, so make sure your efforts are visible and impactful.
- Incorporate Sustainability – If environmental issues matter to your audience, find ways to reduce waste and promote sustainability.
Giving back builds goodwill and helps brands maintain a positive public image. That being said, be aware that building goodwill requires action. Relying on public calls for “thoughts and prayers” just won’t cut it anymore…if it ever did.
Be Ready to Apologize When Necessary
No brand is perfect, and sometimes, an apology is the best course of action. But a halfhearted apology can make things worse.
- Own the Mistake – A vague “we’re sorry if you were offended” won’t cut it. Be specific about what went wrong.
- Explain How You’ll Do Better – Customers want to see action, not just words. Outline the steps you’re taking to improve.
- Follow Through – If you promise to make changes, make sure they actually happen.
A sincere apology can turn a bad situation around and even strengthen customer loyalty. Empty non-apologies can make that bad situation turn into a completely avoidable communications crisis.
Building a Brand That Stands the Test of Time
Avoiding a PR crisis and/or cancellation isn’t about playing it safe, it’s about being thoughtful, informed, and willing to engage with your audience in a meaningful way. The brands that last are the ones that adapt, listen, and respond with authenticity.
At Brainfyre Public Relations, we specialize in helping brands communicate effectively, stay ahead of potential crises, and build a reputation that customers trust. Whether you need help crafting messaging, managing brand perception, or handling a PR challenge, our team is ready to help. Let’s make sure your brand is remembered for the right reasons. Reach out today and see how Brainfyre PR can help your business thrive!