A politician who gets involved in corruption, for example, goes through a public image crisis, becoming frowned upon by the population. Similarly, a TV or Hollywood film star can also go through an image crisis when involved in scandals such as sexual harassment or excessive drug use.
Therefore, a company 's image can be seriously compromised by certain events. See how you can predict and avoid a corporate image crisis!
What is a corporate image crisis?
A corporate image crisis is not very different from the image crises mentioned in the introduction to this article. For example, a company involved in corruption has a terrible image in the eyes of consumers and the market itself. Competing companies can even take advantage of this to gain more customers and project themselves socially, enjoying the downfall of the company that committed the crime.
However, it is important to understand that a company is made up of many people. In other words, if an employee commits some type of improper action, such as theft, sexual harassment or poor service, the company's image does not always suffer drastically — as long as the company immediately takes the necessary measures, which in this case would be the suspension or dismissal of the employee or, if applicable, an administrative or judicial trial.
If the employee stole from the company itself, it is clear that the company's image will not be affected, since it was the victim of the crime. The company will certainly take the appropriate measures, and may even file a lawsuit against the employee.
The corporate image and the legal entity
The corporate image is only affected when the action committed must be attributed, in some way, to the legal entity, mainly involving the owners or those who respond for them.
A company that releases pollutants into the sea, for example, may be accused of contaminating the environment and will certainly experience a corporate image crisis. The same happens with vp engineering email lists companies that are involved in political corruption or support causes considered anti-democratic.
Still, there are ways to get around difficult situations, as long as it is possible to separate the employees and leaders involved in the scandals or illegal actions from the image of the organization itself.
How to predict a corporate image crisis?
In an attempt to prevent a corporate image crisis, it is important to take certain measures, such as risk management. These risks are precisely those that will cause crises, such as large numbers of layoffs; workplace accidents that harm the ecosystem; financial crises; many complaints from customers, employees and even suppliers; involvement in corrupt practices; harassment of various kinds (moral, sexual, child); lawsuits; poor quality or defective products; services provided incorrectly and other issues.
It is also essential to have a well-structured team that develops a crisis communication policy . There must be a qualified committee and its functions must be defined in advance. This committee must act as a spokesperson for each situation that is determined through mapping.
The company must also define a specific location for its statements to the press, as well as an emergency meeting room.
Avoid remaining silent, even if the crisis is only internal. Omission and silence end up leading people to conclude that the company is acting in bad faith or is not paying due attention to the public.
It is important to monitor the organization's reputation by monitoring and measuring people's opinions about the company — especially in digital media. There will always be opposing opinions, but it is necessary to assess what kind of image the general population has of your business. Hence the importance of providing feedback on different occasions.
The company must be active in the society in which it operates, maintaining an interest in social actions and the well-being of the local community. This is a great way to captivate people. It is not about trying to create a false image of itself, but an honest and spontaneous image.
A company that does not harm the environment and contributes to the local economy by providing opportunities for more work and employment, as well as services and products that meet the needs of consumers, generally develops a positive image.
How to prevent crises from arising?
If it is possible to predict a corporate image crisis, it is also possible to avoid it. So, here's what to do!
Map out the risks and possible solutions
First, it is necessary to map the risks, that is, identify which risks the organization is subject to and how they can compromise its image. After recording all these risks, it is important to consider possible solutions: the real ways to prevent them from becoming a reality.
Therefore, if an organization is at risk of damaging the ecosystem, it can immediately look for ways to avoid doing so, including adopting the reverse logistics process. Small measures can prevent major disruptions in the future.
Another practice that should be abolished is sexual harassment, which generally victimizes women. This behavior, which is deeply rooted in Brazilian culture, has involved some companies in sexual scandals that, in the medium and long term, lead to their downfall and even ruin.
