Public Relations Missteps on Social Media: Lessons Learned and How to Avoid Them
In the digital age, social media has become an indispensable tool for public relations (PR). It offers a direct line to the audience, instant feedback, and a platform to shape brand narratives. However, the same attributes that make social media powerful also make it a double-edged sword. When missteps occur, they can go viral, causing significant damage to a brand’s reputation. Here, we explore notable social media PR blunders, analyze the lessons learned, and provide strategies for avoiding similar pitfalls.
High-Profile PR Missteps
- Pepsi’s Kendall Jenner Ad (2017)
- The Blunder: Pepsi released an ad featuring Kendall Jenner using a can of Pepsi to bridge the gap between police and protesters during a demonstration. The ad was widely criticized for trivializing serious social justice issues.
- Lesson Learned: Sensitivity to social issues is paramount. Brands must ensure that their messaging is respectful and accurately reflects the complexities of societal issues.
- United Airlines’ Passenger Incident (2017)
- The Blunder: United Airlines faced a backlash after forcibly removing a passenger from an overbooked flight, with videos of the incident spreading rapidly on social media. The company’s initial response was perceived as insensitive and defensive.
- Lesson Learned: In crisis situations, prompt and empathetic communication is crucial. Acknowledging fault and showing genuine concern can help mitigate backlash.
- Burger King’s International Women’s Day Tweet (2021)
- The Blunder: On International Women’s Day, Burger King UK tweeted, “Women belong in the kitchen,” intending to highlight a scholarship program for female chefs. The tweet was condemned for perpetuating gender stereotypes.
- Lesson Learned: Context and tone are critical on social media. Messages must be clear and considerate to avoid misinterpretation, especially on sensitive topics.
Strategies to Avoid PR Missteps
- Thorough Review and Vetting Process
- Implement a robust review process for all social media content. Involve diverse teams to provide different perspectives and identify potential issues that could be misinterpreted or offensive.
- Crisis Management Plan
- Develop a comprehensive crisis management plan that includes protocols for social media. This plan should outline steps for prompt, transparent, and empathetic communication in the event of a PR crisis.
- Regular Training and Awareness Programs
- Conduct regular training sessions for your social media and PR teams to keep them updated on best practices and emerging trends. These sessions should cover cultural sensitivity, crisis communication, and brand voice consistency.
- Engage with the Audience Responsibly
- Monitor social media channels actively to gauge audience sentiment and respond appropriately. Engaging with your audience in a respectful and timely manner can build trust and prevent issues from escalating.
- Learn from Others’ Mistakes
- Stay informed about other brands’ PR blunders and the public’s response to them. Analyze these incidents to understand what went wrong and how similar mistakes can be avoided.
- Utilize Social Listening Tools
- Employ social listening tools to track mentions of your brand and related keywords. These tools can help identify potential issues early, allowing your team to address them before they escalate.
Conclusion
While social media offers unparalleled opportunities for PR, it also demands careful navigation. The key to avoiding missteps lies in thoughtful planning, continuous learning, and a commitment to genuine and respectful communication. By implementing these strategies, brands can not only avert potential crises but also foster stronger, more positive connections with their audience.
IMPORTANT: If you enjoyed this article then give Marketing University Equalizer a try. Create your free account right now and have full access for 14 days. Click here to get started #marketinguniversity #marketing #businesstips #marketingtips