Disaster can strike your brand at any time. Scandal, defective products, bad leadership, or sinking profits can be some of the typical culprits. But what puzzles me is why don’t huge brands take preemptive measures against likely PR disasters in their given field?
Take oil companies. As sad as it sounds, it seems it’s inevitable that one of the large companies is going to have an oil spill on their hands every decade or so.
If I was in charge of their marketing here’s what I’d do:
Identify key possible disaster triggers: Oil tankers sinking, underground oil fields, oil fields burning, oil trucks exploding?
List all of the potential environmental disasters.
Start partnering with organizations, schools, independent innovators that are working to solve those problems more efficiently for the future
Add these initiatives to marketing campaigns.
Why not a small advert on gas pumps about a certain percentage of your gas purchase going to the world wildlife fund?
Or a digital animation above the gas being pumped showing how the company is focusing their efforts to prevent oil spills
If they’d utilize these tactics before a spill they’d be seen in a much better light then usual
Of course you can utilize these strategies for your business in the same way. But are you smart enough to do it before disaster strikes?