How can video content be used to address a brand crisis?

hoy en día la comunicación transparente es la clave, crear un video en el que el liderazgo de la empresa aborde la crisis de manera directa y transparente explicando lo que ha sucedido, por qué ocurrió y qué acciones se están tomando para abordarlo. La sinceridad y la transparencia son clave para reconstruir la confianza del público.

Video shows body language and tone, not just words. That makes video a powerful tool to show your organization in human light. Video shows that people are behind the website and online chatter. Albert Mehrabian's 7-38-55 rule shares that 7% of what people hear in your communication comes from words, the rest comes from body language and tone. To show your genuine message - words are not enough. Video is a solid foundation to a crisis communication plan that follows up with action and follow through on your message.

Brand crises can be dealt with video content since a video allows you to put a face to the brand, showcasing genuine empathy and remorse. It also helps in getting that personal touch to the brand which can then connect with audiences. Brand representatives can address the issues raised by the general audience ensuring accountability and transparency. Also, I believe videos can be produced and distributed quickly, allowing you to address the crisis promptly.

Authenticity is the key, when you address during brand crisis. So, be genuine, transparent, and accountable in your message. Focus on the key points and avoid technical jargon. Tailor your message and tone to resonate with the specific groups affected by the crisis. Give an assurance that the corrective measure will be taken asap.

Définissons des objectifs clairs pour notre contenu vidéo en communication de crise : assumer la responsabilité, clarifier les faits, rétablir la confiance. Ciblons clients, partenaires, médias, communautés en ligne. Visons à les informer, les rassurer, les mobiliser. Optons pour un ton sincère, un style direct, un format court, une large diffusion. Restons à l'écoute des retours pour améliorer notre stratégie.

In my experience, live interviews are a highly effective mode of video content during a crisis. Although live, an interview allows a level of preparation that can help mitigate mistakes and negative feedback. In addition, asking for questions in advance from the public, gives a sense of buy-in, helps to build trust and credibility but safeguards against ‘surprises’, maintaining a level of control over the narrative. The interviewers has the opportunity to steer questions that serve a purpose to inform, and the interviewed with proper preparation can deliver a message efficiently while still candidly. Live interviews provide a sense of connection with the public that is removed in recorded statements, for instance.

What I've noticed in the coming trends are two things when it comes to responding to a brand crisis: (1) People often place themselves in a rather entitled spot whereby they want to be a part of something so badly so they start demanding for accountability in exchange for their patronage. So in this case, an honest interview would be good to iron out any allegations and make justifications. However, it still gets pretty subjective because most people choose to hear only what they want to hear. (2) Emotional-play. For people to want to feel like it's ok to trust the brand again, they have to be able to convince their minds to do so. So make sure you get down to being raw and vulnerable to express your intentions. This is not manipulation.

You need to give a lot of attention to this decision and the prep work needed for certain things- before doing any live stream or interview (bascially anything live) you are going to want to run the speaker through a scrub. This is when they sit down with a trained PR/Crisis person and get grilled with questions, especially the tough questions, to make sure they are prepared not only with responses but also that they are aware of tells like eye rolls, head bobbing, flinches, nervous smiling, etc.

When it comes to addressing brand crisis and utilising video content to minimise reputational damage,recorded statements and interviews are effective methods. 1.React quick 2.Ensure your messaging is authentic, honest and empathetic. 3. Choose the right platforms/mediums that reach your target audience 4. Above all, address the issue, be clear, precise and transparent.

Le choix du format vidéo dépend de vos objectifs, de votre public et de votre message. La diffusion en direct montre l'authenticité, mais peut présenter des risques techniques. Les déclarations enregistrées sont plus contrôlées, mais moins spontanées. Les interviews offrent des perspectives, mais peuvent révéler des incohérences. Les documentaires racontent des histoires convaincantes, mais demandent plus de temps et de ressources. Les témoignages sont personnels et engageants, mais peuvent manquer de diversité. Les animations sont créatives, mais peuvent sembler moins authentiques. Choisissez le format qui correspond le mieux à vos objectifs et à votre public, en tenant compte de ses avantages et inconvénients.

In my experience, video content can be instrumental in addressing a brand crisis by providing transparency, empathy and clarity. A well crafted video can deliver a direct message from company, leadership, acknowledging the issue, expressing remorse and outlining steps for resolution. This humanizes the brand, fostering trust and authenticity among stakeholders. Strategic distribution on social media can swiftly reach and resonate with the audience, helping to mitigate the impact of the crisis and rebuild brand reputation.

Be strategic. Everything you're going to present online from now on, is going to matter. One thing I've noticed many brands do is to try and squeeze as much information and justification into one video. Don't. You need to be able to help the audience (whom are pretty emotional if they are clicking on your video because they want answers.) digest what you are going to say. So make sure it's structured, concise but not overly-brief, and make sure to hit all of the points that are of the audience's concerns.

Las topologías son parte de las cualidades del discurso audiovisual. La planeación del mensaje debe incorporar el uso de signos lingüísticos de manera persuasiva y natural. Se debe analizar el mensaje y usar elementos que lo refuercen. Esto abarca: accesorios, colores, vestuario, configuración de la iluminación, composición de la toma, encuadres y más.

Words do matter! Invest time in crafting clear, concise messages tailored to your audience. Practice delivery and equip your spokesperson. Remember, always focus on WIIFM (What's In It For Me) for maximum impact.

Cultivate transparency, empathy, and accountability. Acknowledge the problem, express genuine remorse, and outline concrete steps for resolution. Steer clear of defensiveness, use clear and concise language, and maintain an authentic tone throughout.

In Sri Lanka's fashion industry, distributing video content during a crisis involves strategic considerations. Choose platforms where the target audience is active, such as Instagram, Facebook, or YouTube. Tailor content to suit each platform's format and audience preferences. Consider publishing during peak engagement times, like evenings or weekends. Monitor feedback and performance metrics closely, responding promptly to comments or questions. Adapt content as needed based on evolving circumstances. Engage with local influencers or fashion bloggers to amplify reach. Prioritize transparency and empathy in communication to maintain trust amidst challenges.

📌During the distribution phase, your stakeholder network can significantly help you in crisis communication. If your message is well-crafted, those who share your values will assist in reaching a wider audience, amplifying the positive impact of your message

In times of crisis, spreading the message across all social media platforms and apps only works theoretically. It is wise to spread the word on those where the audience is engaged the most. On Instagram, it is wise to make a post with a ten second video clip, and simultaneously share it on Stories too. That'll help users see the video as well as the message the company wishes to convey.

La distribution de votre contenu vidéo en crise est la dernière étape de votre stratégie de communication, mais elle est essentielle pour atteindre votre public et maximiser votre impact. Il est important de choisir les bons canaux, plates-formes et timing pour s'assurer que votre message atteigne les personnes qui ont le plus besoin de le voir et de le s'engager. Tenez compte de l'endroit où votre public est le plus susceptible de consommer votre contenu vidéo et de la façon dont il préfère le consommer. Choisissez le meilleur moment pour publier et promouvoir votre contenu vidéo, en fonction de l'urgence et de la pertinence de votre message. Assurez-vous de ne pas publier trop tôt ou trop tard, car cela pourrait nuire à votre impact.

Al distribuir tu contenido, adicional a entender a tu audiencia, analiza las características de los canales de comunicación. Define un presupuesto acorde al impacto que necesites lograr. La mayoría de redes sociales duran poco tiempo en el imaginario colectivo, otras como el caso de YouTube, pueden posicionar los mensajes y permanecer por mucho tiempo. Analiza si necesitas pautar el mensaje par aumentar el alcance.

Stop what you are doing! Put down your phone or step away from the keyboard and head to your whiteboard. If you want to have incredible power behind your video content when a crisis occurs, it is absolutely necessary that you catastrophize. Have a brainstorming session, martinis optional. Think of every possible way that something could go wrong related to your brand. Think of the good, the bad, and the ugly and then get ready. Create partnerships that will strengthen your brand and create allies so that when something goes sideways, people will scratch their heads & say, "no, them?" They'll have connected with you on video, showing up in genuine ways BEFORE you need something. That relationship will help douse the flames of crisis.

There are several other factors to consider: 1-Transparency: Be honest and straightforward in your messaging. 2-Tone and Messaging: Ensure your video's tone aligns with the severity of the crisis and your brand's values. 3-Timing: Act promptly but consider the timing of your video release. 4-Audience Reaction: Anticipate potential reactions and prepare responses. 5-Spokesperson Selection: Choose a credible, empathetic spokesperson. 6-Legal and Regulatory Considerations: Ensure compliance with laws and regulations. 7-Monitoring and Engagement: Stay engaged with audience feedback and respond promptly. 8-Follow-Up Communication: Consider additional updates or actions beyond the initial video.

When considering video to address a crisis, think about the strengths of video as a medium: - It's more human. You have the opportunity to put a face to a message. This can be powerful if you leverage a spokesperson who has expertise or authority. - It can be more engaging. Would your mitigation efforts benefit from more than just a statement? Does your response need to cut through a lot of competing noise and distractions? Including video in your issue response strategy requires different skills and resources. While your Strategic Comms team may only lead the pre-production (script and storyboard development) part of the project, you need to account for resources and time for production and post-production.

All the information presented above are excellent in answering this question, just to add Abit of structure, you can begin by crafting believable and empathetic video message acknowledging the issue. You must clearly communicate the steps being taken to resolve the crisis and how you intend to prevent future occurrences. It helps to humanize your brand by featuring key spokespersons who express genuine concern. You can also use visuals, infographics, and testimonials to convey information effectively. Finally, the video will not serve it's purpose of it is not distributed across relevant platforms, addressing concerns and providing a centralized, trustworthy source of information.

Video is a good medium to address your audience, but it's important to remember that it shouldn't be the only or the best first response to handling crisis. There are many important factors to keep in mind- a slight change in the tone or movement has a potential to aggravate the issue further. It helps to release articles and a sincere statement highlighting the event and response possibly on brand websites and social pages. Maybe then followed by video statements and testimonials. It is important to be authentic and similar in all formats of statement release and use video content as an addition, not substitute.