How brands can turn a PR crisis into a branding opportunity

Traditional rules for how to respond to a crisis no longer apply. In today’s social media game, brands must risk to offend… someone.

Key takeaways

• Conventional crisis response strategies (i.e., appeasing and apologizing) do not always work in today’s environment of polarized societies and hyper-connected consumers.
• Academic research shows: Moral-based social media firestorms and controversies are brand-building opportunities, but the brand must risk to offend someone.