Managing a Crisis Online

It’s your franchise’s worst nightmare-- An online-based crisis.  Remember, everything you say or do during this time as a business or  franchise is critical.  We are a franchise PR firm equipped with plenty of strategies to help you and your business or franchise deal with a crisis.  Here are a few of our top tips on dealing with an online crisis situation:

            (1) Thoughtful response:  Someone is posting extremely negative comments about you and your business or franchise online.  It may initially urge an emotional response from you, but try your hardest to put emotions aside.  During this time you need to shift your focus off emotions and focus on customer service.  Show this angry customer and anyone else reading the post that you are not what this customer is making you out to be.  Show your commitment to making your customer happy.  Who knows, you may be able to turn this customer’s negative criticism around. 

            (2) Focus on the bigger picture: We constantly find ourselves telling our franchise public relations clients this tip.  As a franchisee, you don’t want to turn customers against you.  Word of mouth is a powerful tool that can make or break a reputation.  Before responding to online criticism, focus on the bigger picture or what you want your response to help you and your business or franchise accomplish. 

            (3) Create an appropriate, thoughtful response: Before responding to any type of online criticism, formulate your approach first.  Jumping right into a heated discussion with little thought is never a good idea.  Acknowledge the customer’s concerns and let them know you are committed to providing excellent service.  Making an attempt to discuss the situation offline may help to keep the online crisis situation from escalating. 

            (4) Focus on building a good reputation for your company online: Even when your business isn’t undergoing a crisis, your focus should always be on building a good reputation for your franchise or business.  Create a blog, seek positive online reviews from loyal customers, and offer discounts.  Creating a good buzz for your business or franchise can greatly help during crisis situations.

If you're looking for more franchise public relations tips, contact us.  We're happy to provide advice.