PR and Crisis Management

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On 22 Feb 2018, a single tweet from reality TV star Kylie Jenner, who has 24.5 million followers, wiped out US$1.3 billion of Snapchat’s market value.

As one of the most influential and popular users of Snapchat, a declaration like that is bad news for the company. However, had Snapchat had a crisis management team in place, they might have mitigated some of the ripple effects with a clever snap, a hashtag campaign, or even “piggyback” on the viral tweet and reel in more new Snapchat users. Unfortunately, they didn’t.

In another social media hoo-ha, Pepsi engaged reality star/model Kendall Jenner to do a 2-minute-39-second “short film” called “Live for Now Moments Anthem”. Borrowing images from the Black Lives Matter movement, the video was accused of commodifying and trivialising social movements to sell its product and belittling the experiences of minorities enduring police brutality that happened in April 2018.

Within 48 hours, the video garnered nearly 1.6 million views on YouTube, and Twitter and Facebook lit up with people pointing out just how gauche the whole thing was.

Pepsi issued and apology and removed its ad from the Internet after, but the damage was already done.

Closer to home, there is a The Western Co. – an eatery that was well known for their Swiss raclette cheese wheels. The whole fiasco started off commonly enough – customer complains on Facebook, friends share sentiments and the ones involved attempt to resolve the issue. Except this time, the ones handling the issue did not handle it professionally.

(Read more about the saga here:

Result? The owner tried to engage a social media agency to handle their social media, but apparently, it was all too late.

They are now closed permanently.

Effective social media crisis management is not just about how to respond in the short-term. It is also about crafting strategies to recover reputation long after the incident has occurred. A PR meltdown on social media can happen at any time. You simply cannot predict when an employee with a grudge might suddenly hack into your company’s Facebook, or when you have a misstep in your marketing.

Having a competent digital agency to manage your crisis is critical, as it has a potentially material impact on the company overall. When you engage Incepte as your PR and Crisis Management agency, not only will we help you do damage control, we will also help formulate strategies that will ultimately, turn a crisis around.