How to handle the media when a brand identity crisis erupts? The Brand Protection Council (BP Council) counts 5 ways:
1. Get back to basics with the “3 Rs” – Regret, Reassurance and Remedy
2. Have a crisis response plan on reserve
3. Ensure rapid response
4. Control the story
5. Stay up to date on brand reputation strategies at www.bpcouncil.com
A sample of these strategies can be read here. Among other lessons, it is declared that search engines are the “brand reputation battlefield” and cautioned that “the internet never sleeps and neither should brand owners.”