Brands must navigate fake controversies carefully to minimize reputational harm. Initially determining if an issue qualifies as a crisis is essential, with options to either ignore or apologize based on severity. Should backlash continue, brands should pursue third-party investigations and potentially make personnel changes to demonstrate accountability. Waiting for public sentiment to stabilize before resuming marketing activities is critical. The approach to crisis management must adapt over time, emphasizing the importance of engaging with public concerns rather than remaining silent in the face of potential backlash.
Rising above presents a credible risk to brands in fake controversies, as seen with Astronomer's false apologies amidst a scandal and American Eagle's reaction to backlash.
Managing a crisis is formulaic: identify if it's a real crisis, rise above if not, apologize legally, and consider a third-party investigation if necessary.
If backlash persists despite apologizing, announcing investigation findings and potential C-Suite terminations can help to appease public outrage and regain trust.
Initially dismissing a crisis can be tempting, but engaging with the public's concerns is essential to effectively managing reputational risk.
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