Preparing For Unexpected CSR Challenges

Even the best brands face unexpected challenges. Recently, Mattel had a packaging misprint on their “Wicked” dolls, where a URL directed consumers to an unintended site. But their swift, transparent handling of it showcased brand agility and accountability. Here’s what Mattel’s response taught me, and some advice for brands to prevent similar execution pitfalls: 1. Speed of Response Reflects Brand Agility Mistakes happen, but a brand’s ability to act quickly can turn a slip-up into a demonstration of its values. Mattel immediately recalled products from major retailers, showing an agile response that reinforced consumer trust. Agility in action often says more about a brand than a flawless record. 2. Coordinated Partner Management Licensed products bring unique challenges—aligning with partners and ensuring consistency across every detail. Mattel’s swift coordination with retailers and licensors shows the importance of strong partnerships and clear protocols in crisis management. When teams are aligned, corrective actions can be immediate and effective. 3. Transparent Crisis Communication Builds Trust By addressing the issue directly and advising consumers on corrective steps, Mattel turned a potential reputational risk into a moment of transparency. Direct communication in crisis doesn’t weaken brands; it strengthens loyalty. 4. Securing Digital Touchpoints on Physical Products With packaging increasingly connecting consumers to online content, every URL and QR code is a potential risk point. Mattel’s experience shows the need for proactive management of digital assets. A centralized environment for URLs and QR codes helps maintain control over consumer experiences. Advice for Brands to Avoid This Pitfall: 1. Institute Multi-Layered Quality Checks: Beyond product safety, implement cross-functional checks on URLs, QR codes, and app links. Small details can have big consequences. 2. Centralize Digital Asset Management: Use controlled, brand-owned domains for links and maintain flexibility to adjust as campaigns change. 3. Partner Coordination Protocols: Establish clear, joint standards with partners, especially for high-stakes launches. 4. Simulate Worst-Case Scenarios: Run “war game” exercises on potential issues like URL misdirections. This helps test processes and strengthen crisis response plans. 5. Develop a Crisis Management Playbook: Mistakes happen. A crisis plan with rapid response, clear consumer communication, and immediate action steps can contain fallout. 6. Monitor Digital Touchpoints Continuously: Leverage technology to flag redirection issues before they reach consumers. In a digitally connected world, proactive monitoring and quick resolution are invaluable. Kudos to Mattel for handling this with integrity! #cpg #cpgindustry #consumerproducts

I've been managing PR for the fastest-growing startups for over 12 years. 8 of the most valuable hacks we use for our clients (that you can use today): 𝗣𝗿𝗲𝗲𝗺𝗽𝘁𝗶𝘃𝗲 𝗖𝗿𝗶𝘀𝗶𝘀 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 • Regularly brainstorm potential brand vulnerabilities • Develop responsive strategies Mapping these out lets you act fast when challenges arise. Anticipation is your first line of defense. With it, you're not reactive. You're two steps ahead. 𝗣𝘂𝗹𝘀𝗲 𝗼𝗻 𝗣𝘂𝗯𝗹𝗶𝗰 𝗦𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁 In today's digital world, perception shifts rapidly. Harness sentiment analysis tools to constantly monitor your brand's digital perception. The earlier you spot a shift, the quicker you can intervene. Real-time insights can save reputations. 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗱 𝗦𝗽𝗼𝗸𝗲𝘀𝗽𝗲𝗿𝘀𝗼𝗻 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 A brand's voice can be its downfall or saving grace during crises. Train your founders, train your key staff. Implement media training focused on crisis communication. Prepared spokespeople control narratives — even in chaos. 𝗖𝗮𝗻𝗰𝗲𝗹 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗦𝗵𝗶𝗲𝗹𝗱𝗶𝗻𝗴 Society's sensitivities can change fast. Engage in social listening exercises to stay informed. • Understand the shifts • Identify potential pitfalls • Address areas of concern Don't fear cancel culture – move in harmony with societal changes. 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 Prioritize open, honest communication — especially during crises. • Admit errors and outline actionable steps • Release detailed, regular updates • Address rumors head-on Transparency fosters trust. It can mitigate potential backlash. 𝗖𝗿𝗶𝘀𝗶𝘀 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗲 𝗧𝗼𝗼𝗹𝗸𝗶𝘁 A PR Swiss Army Knife — your key to survival during crises. Maintain an updated set of: • Contacts • Pre-approved messages • Action plans for various scenarios When pressure mounts, this toolkit is your lifeline for well-executed crisis management. 𝗣𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲 𝗔𝗽𝗼𝗹𝗼𝗴𝘆 𝗣𝗿𝗼𝘁𝗼𝗰𝗼𝗹𝘀 Mistakes happen. Design a framework for public apologies, ensuring they're: • Timely • Genuine • Appropriate A heartfelt apology can go a long way in damage control and brand rehabilitation. It elevates brand stature in the public eye. 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 & 𝗔𝗱𝗮𝗽𝘁𝗮𝘁𝗶𝗼𝗻 After any PR challenge, conduct a thorough post-mortem analysis: • Understand the issue • Refine your strategies • Strengthen defenses Past challenges hold valuable lessons. Use them to navigate future threats. Don't drop the ball. Enjoyed this? You’ll love my newsletter where I talk about strategic communication, crisis management and public affairs: https://lnkd.in/g8MF5-6g

Here is how you communicate in a crisis From my recent talk at IAAPA 👇 1. Prepare for the crisis - Identify potential crises: let your wildest nightmares rule and write them down. - Asses the risk of the crises you identified. - Create a clear protocol for responding to the crisis - - Who does what? - - Who approves the messages? - - Have communications templates ready to go. ***Practice for the crisis*** even if just a quick 5 minute refresher. 2. Identify your Communications Channels - Have a press list ready. - If you have social media (which you should) make sure you know who is on deck for posting (and make sure everyone knows when NOT to post.) - - If you DON"T have social media, don't establish an account in crisis. - Develop messages that address the needs and concerns of specific groups: - - Customers, - - Employees, - - Media, - - General public 3. Be Ready for Go Time - Because a Crisis Will Eventually Happen. 👉 Be clear and concise 2️⃣ Address the issue: be honest 🧭 Show empathy and offer reassurance 🏃➡️ Outline immediate actions 🗓️ Set expectations for updates ✅ Be accountable 📞 Provide contacts for additional information Preparing for a crisis is essential - no matter your size or the severity of the crisis - being ready and responding appropriately will lead to faster recovery with minimal damage to your brand and business. I do this for my clients in both my fractional GC work, but mainly in my lobbying work, because many a bad law is passed in response to a poorly managed crisis. Don't be one of them, Cody Hand, founder of Cody Hand, LLC, The Speakers Collaborative, and badass lawyer and lobbyist for highly regulated industries such as healthcare and entertainment/attractions providers.