11.4 Managing potential risks and controversies in storytelling
5 min read•july 30, 2024
Brand storytelling can be risky business. Mishandling sensitive topics or failing to consider diverse perspectives can lead to backlash and damage your reputation. It's crucial to research your audience, align with brand values, and have a solid crisis plan in place.
When controversies do arise, respond with empathy and accountability. Take responsibility, engage in open dialogue, and demonstrate a commitment to learning and improvement. Analyze case studies to glean valuable lessons on navigating storytelling pitfalls and rebuilding trust with stakeholders.
Risks and Controversies in Storytelling
Authenticity and Ethical Concerns
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- Brand stories can be perceived as inauthentic, misleading, or exploitative if not carefully crafted and delivered with genuine intent
- Overuse of emotional appeals in storytelling can be seen as manipulative and erode trust in the brand
- Inconsistencies between the brand story and the actual customer experience can lead to accusations of hypocrisy and damage brand reputation
- For example, a brand promoting eco-friendliness in their stories but engaging in environmentally harmful practices
Sensitive Topics and Diverse Perspectives
- Controversial or sensitive topics addressed in brand stories may alienate or offend certain audience segments if not handled with nuance and respect
- Topics such as politics, religion, or social issues require careful consideration and sensitivity
- Failing to consider diverse perspectives and experiences in brand stories may result in accusations of cultural appropriation, stereotyping, or exclusion
- For instance, a brand story that relies on stereotypical portrayals of a particular ethnic group or culture
- Partnering with influencers or celebrities for storytelling campaigns carries risks if those individuals become embroiled in scandals or controversies
- The brand may face backlash by association if an influencer partner engages in inappropriate or offensive behavior
Managing Storytelling Risks
Research and Brand Alignment
- Conduct thorough research to understand the target audience's values, sensitivities, and potential pain points before crafting brand stories
- Use focus groups, surveys, and social listening to gather insights and avoid unintentional missteps
- Establish clear brand guidelines and values to ensure consistency and alignment in all storytelling efforts
- Develop a brand story framework that outlines key messaging pillars, tone, and style guidelines
- Regularly monitor social media and online conversations to identify emerging risks or controversies related to the brand's stories
- Use social media monitoring tools to track mentions, sentiment, and potential issues in real-time
Internal Processes and Crisis Planning
- Implement a multi-stage review and approval process for brand stories to identify and address potential risks or controversies before publication
- Involve legal, PR, and diversity & inclusion teams in the review process to ensure compliance and sensitivity
- Foster a culture of open communication and feedback within the organization to surface concerns or red flags related to brand storytelling
- Encourage employees to speak up if they identify potential risks or insensitivities in planned stories
- Develop crisis communication plans and protocols in advance to enable swift and effective responses to potential controversies
- Create templated response statements, designate spokespeople, and outline internal communication processes
- Cultivate relationships with trusted partners, influencers, and community leaders who can provide guidance and support in navigating sensitive storytelling topics
- Seek input and collaboration from diverse voices and subject matter experts to ensure respectful and accurate representation
Responding to Storytelling Backlash
Empathy and Accountability
- Acknowledge valid concerns or criticisms promptly and with empathy, avoiding defensive or dismissive responses
- Use phrases like "We hear you" and "We understand your concerns" to validate the feelings of those affected
- Take responsibility for missteps or oversights in brand storytelling and communicate a clear plan for addressing them
- Outline specific steps the brand will take to rectify the situation and prevent future occurrences
- Engage in open dialogue with affected stakeholders to understand their perspectives and work towards resolution or reconciliation
- Host listening sessions, Q&A forums, or one-on-one conversations to gather feedback and insights
Transparency and Continuous Improvement
- Be transparent about the actions being taken to address controversies and prevent future issues
- Share regular updates on progress, changes implemented, and lessons learned
- Demonstrate a commitment to learning, growth, and improvement in response to storytelling backlash
- Invest in diversity, equity, and inclusion training for employees involved in storytelling
- Establish partnerships with organizations dedicated to promoting responsible and inclusive storytelling practices
- Consider partnering with respected third-party organizations or experts to guide the brand's response and rebuild trust
- Collaborate with industry associations, advocacy groups, or academic institutions to develop best practices and standards
- Monitor the effectiveness of the brand's response over time and make adjustments as needed to ensure long-term reputation recovery
- Track sentiment, engagement, and brand perception metrics to assess the impact of the response strategy
Storytelling Controversies: Case Studies
Analyzing Controversial Brand Stories
- Examine the specific controversies or backlash faced by the brand and the underlying factors that contributed to the issue
- For example, Pepsi's 2017 ad featuring Kendall Jenner was criticized for trivializing social justice movements
- Evaluate the brand's initial response to the controversy, including the timeliness, tone, and content of their communication
- Consider whether the brand's response was prompt, empathetic, and addressed the core concerns raised
- Identify the key stakeholders involved in the controversy and assess how the brand engaged with each group
- Analyze how the brand interacted with customers, employees, partners, and the wider public in their response
Lessons Learned and Long-Term Impact
- Analyze the steps taken by the brand to address the root causes of the controversy and prevent future issues
- Examine changes made to internal processes, personnel, or partnerships in the wake of the controversy
- Assess the effectiveness of the brand's overall response strategy in mitigating damage to their reputation and rebuilding trust with stakeholders
- Consider metrics such as sentiment analysis, customer loyalty, and over time
- Identify best practices and lessons learned from the brand's experience that can be applied to other storytelling controversy scenarios
- Develop a set of guiding principles or a framework for responding to future controversies based on successful strategies
- Consider the long-term impact of the controversy on the brand's storytelling approach and reputation, and evaluate the sustainability of their response strategy
- Assess whether the brand has successfully integrated lessons learned into their ongoing storytelling efforts and communication strategies
Key Terms to Review (18)
Brand authenticity: Brand authenticity refers to the genuine, trustworthy, and transparent nature of a brand, which resonates with consumers and fosters a deep emotional connection. This concept is essential for brands to communicate their true values and beliefs, establishing credibility in a crowded market. When brands are authentic, they create narratives that align with their core principles, making them more relatable and appealing to consumers.
Brand equity: Brand equity refers to the value that a brand adds to a product or service, based on consumer perceptions, experiences, and associations with the brand. This concept is crucial because it influences customer loyalty, pricing power, and market share, ultimately affecting a brand's overall success in the marketplace.
Brand misalignment: Brand misalignment refers to a disconnect between a brand's messaging, values, and the perceptions held by its target audience. This disconnection can lead to confusion, eroded trust, and potential backlash, especially when the brand's narrative fails to reflect its actual practices or when it does not resonate with the beliefs of its consumers. Maintaining alignment is crucial in storytelling to ensure consistency and credibility in brand communication.
Cultural sensitivity: Cultural sensitivity is the awareness and respect for the values, beliefs, and practices of different cultures, which is essential for effective communication and interaction in diverse environments. This concept emphasizes understanding cultural differences and the potential impact they may have on storytelling, ensuring that narratives do not perpetuate stereotypes or offend specific groups. By incorporating cultural sensitivity into brand storytelling, brands can foster inclusivity and create authentic connections with their audiences.
Customer trust: Customer trust refers to the confidence that consumers have in a brand's reliability, integrity, and ability to deliver on its promises. This trust is crucial in storytelling as it shapes how customers perceive a brand's narrative and influences their emotional connection with it. When a brand effectively communicates its values and adheres to them, it fosters a sense of loyalty and positive association among its audience.
Diversity in storytelling: Diversity in storytelling refers to the inclusion and representation of different perspectives, cultures, identities, and experiences within narratives. This concept emphasizes the importance of varied voices, promoting authentic portrayals that resonate with a wide audience while addressing potential biases and stereotypes. By integrating diverse elements, storytellers can create richer narratives that reflect the complexity of human experience and foster inclusivity.
Dove's Campaign Backlash: Dove's campaign backlash refers to the negative public response and criticism faced by Dove, a beauty brand, in reaction to certain advertising campaigns that were perceived as offensive or hypocritical. This backlash highlights the risks brands can encounter when their messaging does not resonate with or is misinterpreted by their audience, particularly in sensitive areas like body image and diversity.
Inclusive branding: Inclusive branding is a strategy that emphasizes the importance of representing diverse identities and perspectives within a brand's messaging, products, and practices. This approach not only fosters a sense of belonging among consumers but also enhances brand loyalty by addressing social and cultural issues. Brands that adopt inclusive branding seek to engage various demographics, ensuring that their narratives resonate with a wider audience while minimizing potential backlash from misrepresentation or exclusion.
Message control: Message control refers to the strategies and tactics used by organizations to shape, manage, and influence the narrative surrounding their brand or story. This is crucial in mitigating potential risks and controversies that could arise from public perception or media representation, ensuring that the intended message aligns with the brand's identity and values. Effective message control can help maintain a positive reputation and build trust with the audience.
Pepsi's Kendall Jenner Ad: Pepsi's Kendall Jenner ad, released in 2017, was a commercial that featured the model joining a protest and handing a can of Pepsi to a police officer, symbolizing unity and peace. The ad quickly drew backlash for trivializing social justice movements and was accused of co-opting the imagery of protests to sell a product, highlighting the potential risks and controversies brands face when attempting to engage in social commentary.
Preemptive Communication: Preemptive communication is the strategic practice of addressing potential issues, risks, or controversies before they arise in order to mitigate negative impacts on a brand or narrative. By proactively communicating key messages and positioning, brands can shape the perception of their story and minimize misunderstandings or backlash from the audience. This approach fosters transparency and trust, ensuring that stakeholders are informed and prepared for any challenges that may come up.
Public relations strategies: Public relations strategies are planned approaches used by organizations to manage their communication and relationships with various stakeholders. These strategies aim to shape public perception, build a positive reputation, and effectively handle any potential risks or controversies that arise in storytelling efforts. They encompass a range of tactics, including media relations, community engagement, crisis communication, and storytelling to convey key messages and foster trust.
Reputation management: Reputation management is the practice of monitoring, influencing, and controlling an individual's or organization's reputation, particularly in the digital age. It involves proactive strategies to build a positive image and reactive measures to mitigate negative perceptions that can arise from controversies, misinformation, or public backlash. In storytelling, managing reputation is crucial as narratives can significantly impact public perception and trust.
Reputation risk: Reputation risk refers to the potential for negative publicity or public perception that can harm an organization’s reputation, resulting in loss of trust, customers, and revenue. This type of risk is especially critical in storytelling, as the narratives an organization shares can significantly impact how it is perceived by its audience. Effectively managing reputation risk is essential to maintain brand integrity and foster positive relationships with stakeholders.
Risk Assessment Matrix: A risk assessment matrix is a tool used to identify and evaluate potential risks by assessing their likelihood of occurrence and the severity of their impact. This matrix helps storytellers and brand managers visualize and prioritize risks, making it easier to develop strategies for managing potential controversies that could arise in storytelling initiatives.
Scenario planning: Scenario planning is a strategic method used by organizations to visualize and prepare for various future events and uncertainties. By creating different plausible scenarios, businesses can better understand potential risks, opportunities, and the implications of their storytelling strategies. This process allows brands to navigate through complexities in a dynamic environment, enabling them to respond effectively to changing circumstances and potential controversies in their narratives.
Stakeholder engagement: Stakeholder engagement is the process of involving individuals or groups who have an interest in or can be affected by a brand's actions and decisions. This involves building relationships, understanding their needs and concerns, and actively seeking their input to inform storytelling strategies. Effective stakeholder engagement is crucial for managing potential risks and controversies that can arise from brand narratives.
Transparency: Transparency refers to the practice of openly and honestly sharing information about a brand's operations, values, and practices with consumers. This openness fosters trust, builds authenticity, and encourages engagement, as it allows consumers to make informed decisions based on the brand’s genuine intentions and commitments.