When PRs analyse public and media sentiment surrounding their brands, they usually aim to identify strengths and pain points in their publicity strategy. No PR, however, expects much worse than a neutral result. It does sometimes happen, though. Here's how you can navigate this gravel road:
Knowledge is power, and all brands want to know where they stand with consumers. But when a negative brand sentiment is detected, it’s easy to panic. There are some steps you can take to prevent panic and take a calm approach to boosting your brand sentiment again.
Identify when sentiment started declining; economic or political events, organisational changes and re-brands will have an impact. People like what they know, and so uncertainty will cause a change in sentiment. This can be resolved with patience and consistency.
If the decline aligns with a publicity crisis your brand is currently navigating, strategise according to what your brand image needs most and where your punch will leave the biggest impact. The best starting point is where these overlap.
Honesty and transparency are vital to recovery. Open communication between brands and consumers provides clarity in decision-making, and audiences feel heard and respected.
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