In the age of instant communication, the tides of public opinion can change in a heartbeat, turning minor issues into major crises. Navigating these turbulent waters requires more than just a keen eye—it demands sophisticated tools. Enter AnswerThePublic, your ally in foreseeing and managing the storms of public relations.
This article will explore how AnswerThePublic can help you spot and steer clear of PR disasters before they escalate.
Understanding Public Relations Crisis
A public relations crisis can strike any company at any time. For instance, in March 2021, rapper and singer Lil Nas X collaborated with art collective MSCHF to release “Satan Shoes.” These black and red sneakers, featuring a bronze pentagram, an inverted cross, and a drop of real human blood, quickly sold out. 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.
Identifying a Crisis with AnswerThePublic
To spot a potential PR crisis early, monitoring online conversations is crucial. Here's how you can use AnswerThePublic to do this:
1. Search for Your Company’s Name: Start by typing your company’s name. For example, if you searched “Nike” during the Lil Nas X incident, you would have seen relevant and trending topics appear at the top.
2. Analyze Auto Suggestions: AnswerThePublic provides a color-coded wheel of auto suggestions derived from your search term. This wheel includes:
- Question Words: Why, Which, How
- Prepositions: Can, Without, To
- Comparison Words: And, Versus, Or
- Related Keywords: Listed alphabetically
This feature allows you to see what people are searching for in connection with your company, which can highlight emerging issues.
3. Monitor Trends Over Time: Use the Compare feature in AnswerThePublic to track changes over time. This can help you understand how public perception is shifting and whether a crisis is escalating or diminishing.
4. Set Up Alerts: AnswerThePublic send email alerts when new, relevant phrases start trending. This proactive approach ensures you’re always aware of the latest developments and can respond quickly.
Case Study: Nike’s Crisis
In the case of the “Satan Shoes,” a search for “Nike” using AnswerThePublic might have shown related terms like “Satan Nike” suddenly appearing. This term did not exist before the controversy, indicating a new issue that needed addressing.
By monitoring how the story evolved and stayed among the top suggestions, Nike could have gauged the extent of the crisis. AnswerThePublic’s ability to quickly sum up all related searches and phrases would provide a clear picture of public sentiment and the most pressing concerns.
Dealing with a public relations crisis requires vigilance and the right tools. By keeping a close eye on search trends and auto suggestions, companies can stay ahead of crises and maintain a positive public image.