AnswerThePublic helps identify potential Public Relations (PR) crises early, providing insights into public sentiment to address issues before they escalate into major problems.
What Is Public Relations Crisis
A public relations crisis can hit any company when least expected. Take March 2021, for example, when rapper Lil Nas X partnered with art collective MSCHF to release the controversial ‘Satan Shoes.’ These black and red sneakers—adorned with a bronze pentagram, an inverted cross, and even a drop of real human blood—instantly grabbed headlines and sold out in no time. The shoes were made using Nike Air Max 97s, but Nike was not involved in the creation or endorsement of these shoes, as clarified in a statement to CNN. This incident quickly spiraled into a PR crisis for Nike.
How to Identify the Crisis With AnswerThePublic
Spotting a potential PR crisis early requires vigilant monitoring of online conversations. Here's how users can leverage AnswerThePublic to stay ahead of emerging issues:
1. Search for the Company’s Name
The users can start by entering the company’s name in AnswerThePublic. For example, during the Lil Nas X and Nike controversy, a search for “Nike” would have surfaced trending topics and concerns at the top, offering early insights into public sentiment.
2. Analyze Auto Suggestions
AnswerThePublic generates a color-coded wheel of auto-suggested search queries, helping users identify key concerns. The wheel includes:
- Question Words: Why, Which, How
- Prepositions: Can, Without, To
- Comparison Words: And, Versus, Or
- Related Keywords: Alphabetically listed for easy reference
This feature highlights what people are searching for in connection with the company, making it easier to spot emerging issues before they gain traction.
3. Monitor Trends Over Time
The Compare feature allows users to track search trends over time. Monitoring how queries evolve can reveal whether a crisis is escalating, stabilizing, or fading, helping companies adjust their response accordingly.
4. Set Up Alerts
AnswerThePublic sends email alerts when new, relevant search phrases start trending. This proactive approach keeps users informed of potential issues, ensuring they can respond swiftly before a situation spirals out of control.
Case Study: Nike’s Crisis
During the "Satan Shoes" controversy, a search for "Nike" on AnswerThePublic might have revealed related terms like "Satan Nike" suddenly appearing— a phrase that didn’t exist before the incident. This emerging keyword signaled a new issue gaining traction and needing immediate attention.
By tracking how the story evolved and remained among the top search suggestions, Nike could have assessed the crisis's scale and urgency. AnswerThePublic’s ability to consolidate related searches and trending phrases would have provided a real-time snapshot of public sentiment and key concerns.
Managing a PR crisis demands vigilance and the right tools. By consistently monitoring search trends and auto-suggestions, companies can stay ahead of potential crises, respond proactively, and protect their brand’s reputation.
For more assistance, please contact support@answerthepublic.com.