The minute there are questions over the company’s activity, consumers need to know where it stands, that it’s in control over the situation and can fix any problems quickly. Review regularly – Regular auditing of brand perception will help to assess threats and weaknesses – give you some foresight around areas to watch and emerging risks.
Show empathy – It is important to update your audiences on a regular basis and act to show that the safety and well-being of your customers is your number one priority.
Talk naturally – Consumers tend to respond badly to overwrought messages that sound too corporate or too familiar online. Act fast – The first 24 hours of a crisis are when people are turning to each other for answers. Become the hub of the issue – Since you know that people are looking for information on a topic, become the hub of all information.
This bolder and more open approach will help companies retain consumer confidence and aid a speedy recovery.

Anastasia Ivanova is an Account Director in the Corporate & Public Affairs Practice at Ketchum Pleon in London. Welcome to Ketchum's blog portal, where we capture the opinions and insights of our employees on a variety of communications topics.
The recent contamination of the food supply chain has become the latest addition to the list of consumer worries.
At the same time, businesses have faced growing pressure from politicians into how they conduct their operations and have been expected to operate on the basis of what’s considered fair – a notion that businesses should make the right moral choices and not simply rely on those that are legally required.
Companies need to be prepared to make bold decisions quickly and seek qualified advice from a combination of legal and communications consultants as they do it.
Now even more than before, it is important to be proactive and open should any issues arise in order to retain consumer trust. While you can’t control the conversation, make sure your opinion is prominently seen and demonstrates authority.

She specialises in strategic and financial communications for energy, natural resources and technology companies, as well as EMEA clients.
Paid, until recently a four-letter word in public relations, is bringing an advantage never experienced before: control (click to tweet).
For the first time, public relations is not solely reliant on journalists and publishers, or limited by organic reach. With more than two billion people using it worldwide, no one can deny the power of social media to reach consumers.

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