Crisis PR Preparation Helps Protect Brand Values & Focus Management on Potential Problems, says DobsonPR

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Brian Dobson of DobsonPR.com says, "Companies should aggressively manage brand reputations of products and services, but also prepare for possible crisis that might damage reputations. BP and Toyota, both rocked by brand crises, show that a lack of effective preparation to interact with media early in a crisis has a big price when troubles hit."

On site or in our JHD-Dobson video production studio just an hour from mid-town Manhattan, we can prepare managers for media interaction through mock interviews and simulated news reports of potential problems

"Building brand values requires both offense and defense, but while many companies have laser-like focus on promoting benefits of their products and services, they don't adequately prepare for problems through effective Crisis PR," said Brian Dobson of Communications, a public relations firm online at http://www.DobsonPR.com.

"In recent crises that have rocked companies such as BP with its massive oil spill in the Gulf of Mexico, and Toyota with millions of cars recalled with brake and gas pedal problems, management teams were viewed as evasive and more focused on minimizing legal liabilities and less concerned about customers or communities. Neither company seemed effectively prepared for crisis and public reaction," said Dobson.

Dobson, a public relations expert recently interviewed about Crisis PR of BP and Toyota on media from National Public Radio to CNN and others, said, "When the public feels a company is being evasive in crisis, trust is lost and damage to brand reputation becomes far more significant than if managers had been candid about product troubles."

"On site or in our JHD-Dobson video production studio just an hour from mid-town Manhattan, we can prepare managers for media interaction through mock interviews and simulated news reports of potential problems," said Dobson, a former journalist who also headed public relations at a Fortune 50 consumer products company.

"Companies should aggressively manage brand reputations of products and services, but also prepare for possible crisis that might damage reputations. BP and Toyota have been rocked by brand crises and show that a lack of effective preparation to interact with media early in a crisis has a big price when troubles hit," said Dobson, who has managed brand building and crisis PR for national and global brands.

"Executives tend to think in terms of advertising to deliver their important messages, but when troubles hit it is the public relations ability of management that can make the vital difference in protecting brand reputations."

Dobson Communications, based in Ridgefield, CT, and online at http://www.DobsonPR.com, is a full service public relations firm. For information about DobsonPR.com contact Barbara Green at 203-894-9240 or Barbara_Green (at) DobsonPR (dot) com.

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Barbara Green