1. Try to catch it early with social listening tools.
Using the right tools can help you catch an ad that does badly early on. Social media listening and sentiment analysis tools will monitor online content that may be impossible to manage manually. Invest in these tools and make it a practice to use them and understand what people are saying in relation to a brand. Doing so will help you manage PR effectively and quickly. – Syed Balkhi, WPBeginner
2. Be human about it.
Sometimes the best brands and advertisements have negative and unintended consequences or associations. Most recently, Planters killed off Mr. Peanut days before Kobe Bryant passed. In difficult times, advertising is no different than life. Be human, act with kindness, do the right thing, explain your actions and do something that truly shows you care equally for your brand and your audience. – Lana McGilvray, Purpose Worldwide
3. Don’t overreact.
In today’s 24/7 social media frenzy, it’s tempting to constantly be justifying your company’s actions to the wider public. This temptation is intensified when the reaction is negative, but it pays to not overreact. With today’s consumer being constantly burdened with messages, you may be able to wait until the reaction blows over. At worst, you give yourself time to construct a composed statement. – Patrick Ward, Rootstrap
4. Address it head-on.
5. Let your audience know you’re listening.
Don’t just bury your head in the sand and hope the tide turns. Be proactive and let your audience know you are listening to them. Gather input, ask questions and state your case. If a change is warranted, be quick but thoughtful. You can’t make everyone happy, but you can make sure everyone feels like you care. – Maggie O’Neill, Peppercomm