Dubai: When brands face the heat on social media — and these days a crisis can spring up from anywhere — don’t sit around framing the right response. Brand managers need to get a word in — instantly.
Put down Molly Aldridge, the global CEO at M&C Saatchi PR, as one of the doers. “Even if it’s simply a carefully planned holding statement,” said Aldridge. “Nothing is worse than no action — depending on the crisis.
“But if it’s something that the brand is being accused of or has been clearly involved in, then a proactive response is nearly always better than silence. Once all the facts have then been gathered, a detailed response and statement can be provided across all media — social and traditional.
Molly Aldridge, Global CEO at M&C Saatchi PR
“But acting promptly and efficiently is now expected from customers, stakeholders and consumers alike. So it’s something brands — and their agencies — have to be ready for and able to do quickly.”
There are lessons here for those in the business of brand and reputation management in the UAE. As is happening elsewhere, brands are getting targeted in the darker reaches of social and digital media in the region. In the last week or two, a seemingly innocuous video showing a jewellery brand in poor light went all viral and itself became the basis for media attention.
In such instances, brands here tended to let the crisis play itself out without any direct intervention from their side. That, in these intensely opinionated times, can be quite the risk.
“There are certain guardrails when dealing with social media, publishing platforms and consumer journalism,” said Aldridge. “But by staying true to the brand values and being transparent when sharing news socially as well as traditionally, you can avoid the pitfalls other agencies may have experienced.
“Managing brand reputations across both traditional and social media requires great story telling, authenticity, planning and, on occasion, speed of thought.”
M&C Saatchi PR is of relatively recent vintage, being set up in 2010. The advertising arm has been around since 1995.
But with ad budgets getting slashed, isn’t there the real risk of those allotted for PR being the next target? Aldridge was having none of that.
“Quite the reverse — I believe the decline in big advertising budgets actually means an increase in PR budgets,” she added. “Marketers recognise the value and necessity for ensuring relations with their public is stronger than ever.
“In the advent of social media and consumer journalism, having strong PR partners to help carve who they are, relevant, earned and influential media stories are more vital than ever. Marketing disciplines are converging and we are getting more and more briefs from blue-chip companies requesting our support across brand strategy and creative, through to social and digital activation through to immersive experiences.
“We are at the centre of communications right now and becoming front and centre of brand strategy and creative.
“Modern PR is about connecting with the right audience at the right time with the right message. Whether that’s speaking to an influential national journalist, through to activating an impactful social campaign or launching a new brand or product at a big, fame-generating event, PRs need to be able to handle all three channels of communication. And by joining the dots — we become more valuable than ever. Our time is now.”
Making sense over the influencer driven hype
The way Molly Aldridge sees it, influencer-based marketing is nothing but an extension of PR.
“We launched our influencer squad globally earlier this year, where we have experts identify the best influencers and partnering with them to deliver authentic and relevant content,” said the CEO of M&C Saatchi PR.
“Budgets have got a little out of hand in my opinion ... and certain influencers are definitely capitalising on this latest channel of the moment. But we work with influencers that really do make a difference and are genuinely passionate about their category, the brand or their experiences. That’s what is most important given how savvy consumers and customers are today.”
