Some interesting research has gone into this infographic from Alterian looking at how three infamous social media driven PR crises to understand the effect a crisis has on a brand’s reputation.
It looks at Nestle, United Airlines and Domino’s and the severity of the public’s reaction to the crisis, the time it took for each brand to return to their pre-crisis standing, and if or how the brand’s reaction to the crisis affected public opinion.
According to Alterian in the three instances it “found that the more proactive the brand was in handling the crisis, the more quickly they were able to recover”. That makes perfect sense.
You have to wonder what Nestle was thinking as it offered very little explanation and tried to cover up the issue of its use of a non-eco friendly supplier. It took 50% longer to return to its average pre-crisis sentiment as you can see below.