In a hyper-connected world, where information travels at the speed of light and public opinion is shaped in a matter of hours, managing a reputation crisis effectively is an art that requires planning, strategy and, above all, communication experts. Some time ago we commented on the case of Chiara Ferragni and the image crisis she suffered. Today it is the turn of the recent controversy involving actress Karla Sofía Gascón, a clear example of how a bad crisis management can aggravate the problem instead of solving it. In just one week she has gone from being an artist acclaimed by critics and spectators, who elevated her to the category of international star, to having to withdraw completely from public life.
The case of Karla Sofía has been widely discussed in the media, and beyond the circumstances that triggered the crisis (which we will not go into here), what has become evident is the lack of a solid crisis committee that could guide her public response in an effective manner. The lack of knowledge of the existence of old and controversial tweets in X, the late reaction to their redissemination, the confusing explanations and the absence of a clear strategy have been elements that have played against them. With an advisory team specialized in crisis communication, the handling of the situation would have been radically different: a coherent message, immediate damage control and a long-term strategy to recover its image would have been key in this process.
The film changes with a good team behind it
If Karla Sofía Gascón had had a team of crisis communication advisors working on a clear line from the beginning, the approach would have been completely different. First of all, a unified central message would have been agreed upon, avoiding ambiguous or contradictory responses. In addition, a communication plan would have made it possible to take control of the storytelling from the beginning, minimizing the negative impact. All this on the assumption that it is likely that, with a good cabinet, the aforementioned tweets of discord would have been withdrawn long ago.
A well-designed strategy would also have included proper management of social networks and media, ensuring that the actress’ statements were clear, empathetic and aligned with a transparent and responsible stance. No impulsive reactions: damage mitigation and image reconstruction. Gascón would not be Gascón again, but her image could have been saved in the medium term.
A mismanaged mistake can cost years of work, trust and millions in losses. The difference between a devastating crisis and a well-managed one is not in avoiding problems, but in knowing how to respond to them with intelligence, strategy and, above all, with the support of true communication professionals.
When corporate reputation is at stake
Let’s apply this to the corporate environment. History is full of examples of companies that have seen their reputation severely affected by poor crisis management. From Volkswagen’s ‘Dieselgate’ scandal to the United Airlines crisis when a passenger was forcibly removed from a flight due to overbooking, these situations demonstrate that a poorly managed crisis not only impacts a brand’s image, but can also translate into millions of dollars in losses and a decrease in consumer confidence. There are thousands of examples.
The interesting thing about these cases is that, in many of them, it was the company’s initial reaction that exacerbated the problem. Lack of transparency, late or defensive responses, and poor communication were common mistakes that could have been avoided with the right strategy.
What should we do in the event of a reputation crisis?
There are as many responses as there are action plans. When a company or public figure faces a reputation crisis, speed and accuracy in response are essential.
From Incógnito we leave you some key steps that make the difference between a well-managed crisis and a communication disaster:
- Create a crisis committee. A multidisciplinary team with profiles from communication and other cross-cutting areas should be activated immediately to assess the situation and activate the appropriate response.
- Act effectively and transparently. It is essential to recognize the problem and communicate what is being done to solve it. Silence or denial can be the worst enemies in a crisis.
- Define a clear and consistent message. Communication must be consistent in all channels, avoiding contradictions that may generate even more confusion.
- Monitor content and manage responses. Today it is essential to listen to what is being said on social networks and in the media, because it allows you to adjust your strategy in real time and counteract misinformation.
- Regain trust with concrete actions. It is not enough to ask for forgiveness; it is necessary to implement tangible changes that demonstrate a real commitment to improvement. We must act accordingly.
Against this backdrop, having a communications agency specialized in crisis management is an essential investment for any company or public figure. A team of experts not only helps to minimize the impact of a crisis when it occurs, but also works on prevention, developing crisis manuals, contingency plans and drills to be prepared for any eventuality.
Is your company prepared for a reputation crisis? Now that all seems quiet, it’s time to act.
