Mumbai: Controversy is a strong instrument, but it also carries a great deal of responsibility. It’s understandable that brands want to avoid controversy; no one wants to be the target of negative publicity or irate internet users. While controversy may be a risky business, leaving marketers wondering if all publicity is good press, one thing is certain: controversy is a potent tool for content marketing. So, before you develop content that will get people talking, make sure you have a plan. Be strategic in your approach, and plan to get people talking about your brand without making it look awful. The rest of this piece will show you exactly how to do that. According to a study, 54 per cent of workers worldwide agree that CEOs should speak publicly about challenging political and social topics that they care about.
Similarly, 53 per cent of customers believe that every brand has a responsibility to participate in at least one social issue that is unrelated to its business.
Public relations is frequently confronted with sensitive issues that the public does not want to debate openly. PR professionals will always have to deal with delicate subjects, regardless of the industry they work in. When individuals discuss a story, it boosts social sharing and mentions. As publishers cover the news, it boosts traffic and increases the number of links. Getting featured in a newspaper or other publication is an excellent way for a brand to get recognized, and writing content that elicits an emotional response or explores a contentious issue can help your brand regain valuable attention. Depending on the brand, the themes in question will differ significantly; nonetheless, it is important for all public relations professionals to be well-prepared and knowledgeable about how to handle tough issues for discussion.
Let us have a look at how PR helps brands develop conversations around sensitive topics without hurting sentiments:
● Choose a hot topic
With the help of PR, brands can produce content that gets a lot of attention without endangering their reputation. It may achieve this by connecting the content—not the brand—to a contentious, trending issue. Although it will be a delicate subject that stirs up strong emotions, brands should not avoid it since PR will help raise awareness about the contentious subject without making the brand itself the centre of attention. PR also assists by taking a data-driven approach to the subject.
● Find a way to share data about the topic
It is preferable to present facts on a contentious subject rather than personal opinions. To avoid being labelled as “rumour spreaders,” PR helps brands remain truthful and mention credible sources. It is critical to stick to facts and avoid identifying the brand with any specific ideas or positions. People are more likely to use brands when they know they can count on you to offer accurate information.
● Maintain objectivity
The most important part of providing disputed data or information is to remain neutral. Brands cannot undertake research with an agenda or to prove a point. Instead, it must perform an objective study of the situation. Brands must let the data speak for itself. This precludes the corporation from commenting on the subject and reduces the possibility of negative backlash as a result of the research.
● Show both sides to provide balance
PR can help brands create content that covers a sensitive or divided issue without primarily focusing on the contrary viewpoint. It will determine how the brand might respond to or make comments about the sensitive topic. Maintain balance by including a glance at the lighter side of the story. Displaying both sides adds believability. It keeps the content from appearing too harsh and distances your brand from taking a position on the subject.
Finally, it is vital to spend time thoroughly researching sensitive subject matter in order to obtain all necessary details while remaining conscious of the subject’s sensitivity.
PR ensures that the topic matter is appropriately reflected. PR aids brands in focusing on sensitive topics, but it must strike a fine balance between the need to increase awareness and any sensitivities around real-life situations, or make sure that the topic is addressed via the appropriate channels.
The author of this article is Scenic Communication co-founder Anindita Gupta.
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