The cancel culture, the echoes of which were brought to us only by the world media a few years ago has become a reality in Kazakhstan. Brands, media personalities and of course, PR specialists face its manifestations. How to work in this difficult time? Here are some of the approaches we use in Remark.
The sensational April interview of actor Sharip Serik to the famous blogger and PR man Alisher Yelikbayev caused a lot of anger on social networks. Some users felt that Yelikbayev recorded the interview to justify Sharip, who was previously convicted of abuse, and not just to "talk about everything," as Yelikbayev writes himself. Anyway, following the "canceled" Sharip, the interviewer was quite noticeably hated. We told our subscribers why this happened on our Instagram page. By the way, don't forget to also read our analysis on another case within the framework of the cancel culture - the protest action of Magnum supermarket chain customers.
Moving on.
So, our approaches to avoiding the cancel culture are based on several basic principles. And here are six of them.
1. The cancel culture does not forgive unpreparedness, so we work ahead of the curve.
It means:
2. Demonstrate sincerity and transparency. Society increasingly evaluates not only a product or service, but also values. Therefore, our task is to make the client's image ethically sustainable. It is better not to support dubious initiatives to the detriment of reputation in the hope of future rehabilitation and complacency about the "crisis lives for three days".
3. The faces of the brand come first.
As long as the brand or person remains impersonal, the audience has difficulty trusting, and lack of trust often turns into aggression. But it's worth showing that the client is a living person capable of self—reflection, change, and empathy, as the audience shows tolerance. Mistakes can be forgiven, but lies and indifference are unlikely.
4. A crisis communication strategy is required.
Every client should have:
5. Recognizing mistakes. If a crisis has occurred, you should not go on the defensive.
Much more effective:
To take these steps without the necessary training and support is certainly scary. But if you are in favor of professional reputation management, it is worth learning how to use such tools. Sometimes a crisis strengthens a reputation. The main thing is to use the tools correctly and communicate with the audience.
6. The reputation of a PR person is no less important than the reputation of a client. In the era of cancel culture, the PR man himself becomes a public figure, so any comment, like, collaboration can become part of his reputation dossier. Therefore, it is important to keep this in mind.
In today’s PR we should not forget about two important components: "where and how to tell" about a product or service and "WHAT we transmit and WHY." Cancel culture will not go away, no matter how some communication specialists try to devalue its influence. We tend to consider the phenomenon of cancel culture as another reason to cultivate our maturity and that of our clients. It is important for Remark to be honest, aware, and respectful of those we work for.
Do you need a consultation? Contact our team. We will help you manage your reputation even in the most difficult situations.
Make an appointment for a consultation.
The sensational April interview of actor Sharip Serik to the famous blogger and PR man Alisher Yelikbayev caused a lot of anger on social networks. Some users felt that Yelikbayev recorded the interview to justify Sharip, who was previously convicted of abuse, and not just to "talk about everything," as Yelikbayev writes himself. Anyway, following the "canceled" Sharip, the interviewer was quite noticeably hated. We told our subscribers why this happened on our Instagram page. By the way, don't forget to also read our analysis on another case within the framework of the cancel culture - the protest action of Magnum supermarket chain customers.
Moving on.
So, our approaches to avoiding the cancel culture are based on several basic principles. And here are six of them.
1. The cancel culture does not forgive unpreparedness, so we work ahead of the curve.
It means:
- regularly conduct reputational audits of the client;
- monitor the background in the media and social networks, keep abreast of the context of events taking place in the country;
- identify a range of conflict-sensitive topics;
- assess risks even before launching any project or making a public statement.
2. Demonstrate sincerity and transparency. Society increasingly evaluates not only a product or service, but also values. Therefore, our task is to make the client's image ethically sustainable. It is better not to support dubious initiatives to the detriment of reputation in the hope of future rehabilitation and complacency about the "crisis lives for three days".
3. The faces of the brand come first.
As long as the brand or person remains impersonal, the audience has difficulty trusting, and lack of trust often turns into aggression. But it's worth showing that the client is a living person capable of self—reflection, change, and empathy, as the audience shows tolerance. Mistakes can be forgiven, but lies and indifference are unlikely.
4. A crisis communication strategy is required.
Every client should have:
- a clear plan of action in case of a scandal;
- operational statement templates;
- trained speakers;
- a list of loyal channels for quick response.
5. Recognizing mistakes. If a crisis has occurred, you should not go on the defensive.
Much more effective:
- admit a mistake;
- explain the position;
- indicate what will be done differently;
- show what the client has learned.
To take these steps without the necessary training and support is certainly scary. But if you are in favor of professional reputation management, it is worth learning how to use such tools. Sometimes a crisis strengthens a reputation. The main thing is to use the tools correctly and communicate with the audience.
6. The reputation of a PR person is no less important than the reputation of a client. In the era of cancel culture, the PR man himself becomes a public figure, so any comment, like, collaboration can become part of his reputation dossier. Therefore, it is important to keep this in mind.
In today’s PR we should not forget about two important components: "where and how to tell" about a product or service and "WHAT we transmit and WHY." Cancel culture will not go away, no matter how some communication specialists try to devalue its influence. We tend to consider the phenomenon of cancel culture as another reason to cultivate our maturity and that of our clients. It is important for Remark to be honest, aware, and respectful of those we work for.
Do you need a consultation? Contact our team. We will help you manage your reputation even in the most difficult situations.
Make an appointment for a consultation.