Crisis Management: How to Leverage Advocates When Things Go Wrong

No business is immune to crises, but how a company responds can make a significant difference in public perception and recovery. Advocates, the most loyal and engaged customers, can play a crucial role in crisis management. Their genuine support can help mitigate the impact of various crises, from product recalls to leadership changes. Here’s how advocacy marketing can be a valuable asset during challenging times.

1. Product Recalls: Maintaining Trust When a product recall occurs, it can quickly erode customer trust. Advocates can help by sharing their positive experiences and reaffirming their trust in the brand. Their real-life stories can provide assurance to other customers that the recall is an exception, not the norm.
2. Leadership Changes: Ensuring Stability Changes in leadership can lead to uncertainty both internally and externally. Advocates can help bridge this gap by expressing their continued support for the brand. Their confidence in the brand’s vision, irrespective of leadership changes, can reassure the market and maintain stability.
3. Failed Product Launches: Regaining Momentum If a new product fails to meet expectations, advocates can be instrumental in regaining momentum. By highlighting their positive experiences with other products, advocates can remind the market of the brand’s history of success and innovation.
4. Negative Publicity: Countering the Narrative In instances of negative publicity, whether justified or not, advocates can help counter the narrative. Their genuine, positive experiences can provide a more balanced view of the brand, helping alleviate some negative sentiment.
5. Service Disruptions: Communicating Reliability When service disruptions occur, advocates can serve as credible sources of information. They can share updates and reassure other customers based on their own experiences of the brand’s commitment to resolving issues quickly and effectively.
6. Social Media Backlashes: Offering a Different Perspective In the age of viral content, a single negative incident can lead to a backlash. Advocates can help by sharing their positive stories, offering a different perspective and reducing the impact of viral negativity.

How to Effectively Leverage Advocates in a Crisis

• Open Communication: Keep your advocates informed about the situation. Honest and transparent communication helps them understand the issue and how they can help.
• Guidance on Messaging: Provide clear guidelines on how advocates can communicate about the crisis. This ensures consistency in the messages being shared.
• Encourage Authenticity: Advocates should share their genuine thoughts and experiences. Authenticity is key in crisis situations.
• Monitor Feedback: Use feedback from advocates to gauge public sentiment and inform your crisis response strategy.
• Show Appreciation: Recognize and appreciate the support of your advocates. This not only strengthens their loyalty but also encourages continued advocacy.

In conclusion, while crises are challenging, they also present an opportunity to demonstrate resilience and commitment to your customers. Advocates, with their genuine support and loyalty, can be invaluable assets in navigating these situations, helping to maintain trust, stability, and a positive brand image.