Sua marca está enfrentando uma crise de reputação de influenciador. Como você pode proteger sua imagem de marca?

1. Acknowledge the Situation: do it quickly and show you are aware. 2. Evaluate the Impact: understand how deeply it will affect your brand image

Evaluate and make an informed decision about continuing the partnership. Start by gathering information to understand the problem, its impact, and potential effects on your brand. Consider if your core values are compromised and if continuing the partnership conflicts with your brand’s image. Examine the influencer’s response, including their accountability and willingness to change. Decide whether to end the partnership if the risk is too high or maintain it with strict conditions if the situation is recoverable. Communicate your decision clearly and transparently to the public, ensuring your message aligns with your brand values and being open to feedback.

Figure who will handle PR, legal, marketing, and executive leadership. Create a clear plan. Outline steps for communication. Damage control. Future prevention.

Understand your audience's perception of the crisis: What people think about the situation, your responsibility and your response to the crisis. Identify issues and concerns: Topics that come up most often, questions people have, and areas of your response that draw criticism. Evaluate the effectiveness of your communication: Whether your messages are reaching your audience, addressing their concerns, and alleviating their concerns. Identify opportunities for improvement: How you can better communicate with your audience during the crisis and how you can strengthen your overall response.

Isso é algo que poucas empresas e agências fazem, mas avaliar o conteúdo do influencer, buscando por posts potencialmente polêmicos, antes de fechar a parceria pode salvar a reputação da sua marca. Claro, qualquer influencer, mesmo aquele com o histórico mais perfeito possível, não está imune aos escândalos. Mas você pode diminuir as chances disso acontecer analisando o conteúdo e os comentários da conta. Algumas ferramentas de influencer marketing oferecem a verificação feita por IA, facilitando bastante o trabalho.

Be transparent: Communicate openly and honestly with your audience about the situation. Don't try to minimize the problem or withhold information. Take responsibility: If your brand played a role in the crisis, take responsibility for your actions and apologize if necessary. Be human: Don't just issue formal statements. Show that you are a real person who cares about the situation. Listen to your audience: Pay attention to your audience's comments and concerns, and tailor your communication accordingly. Be consistent with your values: Make sure all your actions during the crisis are in line with your brand's core values.

In a crisis involving an influencer's reputation, swift action and transparency are crucial. Start by assessing the situation's impact on your brand. Communicate openly with your audience, addressing concerns directly and reaffirming your brand values. Consider distancing from the influencer if needed and collaborate with trusted partners to rebuild trust. Implement stringent vetting processes for influencers going forward to safeguard your brand image.