5 ways PR brands can handle an influencer marketing crisis

Here at Eat the Fox, we often talk about how to work with influencers. As well as maximising partnerships, influencers can be useful for building trust and brand credibility.

Their appeal is clear: 62% of social media users trust influencers more than celebrities.

But what about when the tables are turned?

What happens when a brand’s reputation is tarnished by the missteps of an influencer, through no fault of its own?

You might think it’s counterintuitive for us to highlight these potential negative outcomes, but understanding the unpredictable nature of influencers is important.

In the past year we’ve seen a host of influencer content crash and burn, with brands caught up in the aftermath – ranging from doomed paid partnerships to misplaced organic mentions.

So, what can your brand do when an influencer becomes the cause of a crisis? While the unpredictability of collaborating with an influencer will never go away, here’s our five tips to safeguard your reputation when partnering with influencers:

1.    Research an influencer’s reputation and content beforehand

Thorough research comes right at the beginning. Before considering working together, or making any contract negotiations, a brand must have confidence in choosing the right influencer. Doing homework on their reputation, including any past controversies, will help you decide if they’re fitting for your brand or not.

2.    Embrace collaboration

An influencer should be an extension of the marketing team – a content creator who provides a valuable service and opportunities for growth. We work hard to immerse influencers in the brand, building strong relationships, and keeping communication lines open, clear, and transparent. Having this foundation means all parties can work together in the event of a crisis.

3.    Creating crisis-proof responses

In a crisis, always be prepared to speak to the different audiences of mainstream media and social media. If your influencer often ignites heated discussions, always ensure all parties are well-prepped ahead of any content going live. Creating FAQs, or having pre-mediated responses to tricky questions, are the simplest solutions.

 4.  Planning ahead for any obstacles

Like all forms of crisis comms, have a plan of action for any eventuality. Putting in a plan and processes for if things go wrong, with scenarios played out and practised, it means mishaps can be minimised.

5.    Understand the positive or negative

If a brand happens to get caught up in an influencer crisis, it’s important to consider the bigger picture. Have a clear understanding of the true negative impact, possibly through sentiment analysis, to have a clear view on just how bad (or good) the situation really is.  With a clear head, a brand can create a measured response and learn from the experience.

We live in a time where one bad interaction on social media can go viral for all the wrong reasons.

By following our tips, a brand can defuse disasters when partnering with influencers.

If you enjoyed this blog post, then read more from Julie on weathering an influencer crisis in PR Week.