Let’s face it, although brand activations and influencer collaborations can be great and change your business overnight! However we must be aware that the unexpected CAN happen.
Brands often find themselves in uncharted territories when an influencer they’re associated with faces controversy or negative publicity. The impact of such situations can ripple through the digital landscape, affecting not only the influencer but also the brand’s image. However, with a strategic and well-prepared approach, brands can not only weather the storm but also emerge stronger. This comprehensive guide delves into essential strategies for brands to effectively navigate and manage negative publicity in influencer partnerships.
1. Prevention is Key: Due Diligence Before Partnership
Before forging an influencer partnership, brands should prioritize due diligence. Thoroughly researching an influencer’s past content, audience engagement, and overall online presence can reveal potential red flags.
For instance, if an influencer has a history of controversial statements or behaviors, it’s crucial to identify these issues early on. A case in point is the controversy involving a fashion brand and an influencer with a history of insensitive comments, where proper due diligence might have averted the association.
2. Establish Clear Guidelines in Contracts
One proactive step brands can take is to establish clear guidelines within influencer contracts. These guidelines should explicitly address expected conduct, content appropriateness, and potential repercussions for actions that could harm the brand’s image. By clearly outlining expectations from the outset, brands set a solid foundation for their partnership.
A prime example is a fitness brand that explicitly stated in its contract the kind of content its influencers could and could not promote, steering clear of any controversies related to inappropriate endorsements.
3. Monitor Influencer Activity Regularly
Active monitoring of an influencer’s activities, especially during the campaign period, is crucial. Brands should use tools and resources to keep a watchful eye on influencer content and engagement. This allows for the swift identification of potential issues, enabling a timely response to mitigate negative impact.
For instance, a beauty brand successfully averted a potential crisis by noticing and addressing an influencer’s controversial post promptly, showcasing the importance of vigilant monitoring.
4. Swift and Transparent Communication
In the event of negative publicity, the brand’s response is paramount. Swift and transparent communication is key to managing the situation effectively. Acknowledging the issue, sharing the brand’s stance, and communicating any corrective measures being taken can help control the narrative. Silence, on the other hand, can be perceived as complicity.
A notable case of this scenario is like a tech brand that promptly addressed negative publicity surrounding an influencer’s inappropriate behavior, demonstrating transparency and accountability.
5. Assess the Severity and Impact
Understanding the severity and potential impact of the controversy is critical. Brands need to determine whether it’s a temporary issue that can be addressed through clarification or a more significant crisis requiring a comprehensive response.
For example, a fashion brand’s quick assessment of the impact of an influencer’s controversial statement helped them decide on an appropriate course of action, showcasing the importance of gauging the situation accurately.
6. Consider Temporary Pauses
In extreme cases, brands may need to consider temporarily pausing the influencer partnership until the situation is resolved. This approach demonstrates a commitment to values and integrity, putting the brand’s reputation first.
For instance, a lifestyle brand made headlines by pausing its collaboration with an influencer amid controversy, sending a clear message about its commitment to ethical practices.
7. Collaborate with Influencers on Solutions
Engaging with the influencer in question to discuss the situation and potential solutions can be beneficial. A collaborative approach demonstrates a commitment to resolving issues amicably and can lead to a more positive outcome.
For example, the collaboration between a wellness brand and an influencer in addressing and rectifying a controversy showcased how open communication and collaboration can turn a negative situation around.
8. Social Listening and Feedback
Leveraging social listening tools to gauge public sentiment and feedback is a valuable strategy. Understanding how the audience is reacting enables brands to adjust their communication strategy accordingly.
Learning from the audience can guide future decisions, as demonstrated by a food brand that utilized social listening to understand the impact of a controversy involving an influencer and adapted its approach accordingly.
9. Educate and Reinforce Brand Values
Reiterating brand values and commitments is crucial after resolving a controversy. Brands can use the situation as an opportunity to educate their audience on the values that guide them. Reinforcing these principles helps rebuild trust.
An example is a sustainable brand that leveraged a controversy involving an influencer to educate its audience on its commitment to ethical and sustainable practices.
10. Learn and Update Policies
After resolving the issue, brands should conduct a post-mortem analysis. Identifying lessons learned and updating influencer partnership policies accordingly is essential. Continuous improvement is key to preventing similar issues in the future.
For example, a travel brand’s post-controversy analysis led to a revamp of its influencer partnership policies, ensuring a more robust framework for future collaborations.
Conclusively, negative publicity can be challenging, but with a proactive and strategic approach, brands can navigate these situations effectively. Clear guidelines, swift communication, and a commitment to brand values are essential elements in managing controversies and preserving the brand’s reputation in influencer partnerships.
By learning from past experiences and continuously refining strategies, brands can not only mitigate risks but also emerge stronger from such challenges.
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