Companies have to deal with PR problems all the time, but rarely does a crisis end up destroying a brand. For every spectacular implosion like BP and Komen, there are dozens of crises that are quickly forgotten.
Why can brands clean up their messes so easily nowadays?
There are three reasons, according to Francesco Guerrera’s report at the Wall Street Journal.
- Attention spans are getting shorter — Consumers are able to influence the news cycle more than ever by using things like social media, snatching control from traditional media outlets. This is good for brands because the masses have a shorter attention span than the media, so crises fade away faster.
- Customer loyalty matters — Brands that have a loyal customer base can count on some support during a crisis. They can help influence the masses by being advocates.
- Lack of alternatives — If there’s no better place to go, customers are forced to go right back to a brand, even if they feel betrayed.
But even if the public forgets about most crises, brands are always at risk. Improper handling of a single crisis can cause it to spiral out of control, and do some long-term reputational damage.
NOW WATCH: Ideas videos
Business Insider Emails & Alerts
Site highlights each day to your inbox.