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ExactDrive is excited to be included in a recently article posted on Forbes.com. This post was written by Tim Nichols of ExactDrive Inc.

The fallout from a PR crisis may drive a business to try to reinvent itself in the eyes of the public. In such a case, rebranding is about more than simply changing the look and feel of the company’s marketing and advertising. A crisis-driven rebrand must be authentic if it is to achieve the purpose of rehabilitating a brand below the surface.

If consumers sense a rebranding effort is not genuine but merely a stunt intended to help the company escape public censure, they’re less likely to be on board with it going forward. In the long run, this could impact business significantly if loyal customers are disappointed by the brand’s efforts.

So how can a company ensure the success of a rebrand driven by a PR crisis without risking further damage to its reputation? Below, nine experts from Forbes Agency Council look at vital steps involved in the process of rebranding to ensure that customers will see it as a true change in the business’s values.

Featured members provide advice for companies rebranding due to a PR crisis.PHOTOS COURTESY OF THE INDIVIDUAL MEMBERS.

4. Respond Immediately

A PR crisis is bound to hit, and when it does, don’t hide or ignore the situation. Rather, take responsibility and face the crisis head-on while making immediate, action-based decisions, no excuses or denial. With the immediate response in place, make sure not to make promises you cannot keep. - Timothy Nichols, ExactDrive, Inc

 
Full article can be found here.
 

Topics: Public Relations, Forbes, Forbes Agency Council, PR Crisis

Tim Nichols

Written by Tim Nichols

Tim Nichols is a founding partner at ExactDrive, a digital media buying agency with white label, reseller and managed service options available. ExactDrive plans, manages, and optimizes online advertising campaigns with the objective of delivering measurable value and empowering clients to find precisely targeted audiences. ExactDrive has offices in Minneapolis, MN, Milwaukee, WI and SouthWest Florida.

Tim Nichols is also a contributing author on Forbes.com.

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Founded in 2011, ExactDrive is a data-driven digital media buying and planning agency. We’re always on the lookout for motivated ad agencies and businesses with a growth and improvement mindset. The more successful you are, the better your business will grow and ExactDrive is here to help.
 
ExactDrive works best when paired up with an ad agency or business that is looking to optimize and enhance its service offering and campaign performance. It's important to us not just how much you spend, but where your money goes - we love diversifying our efforts across various digital media channels to maximize return on ad spend.
 
Whether you want to raise awareness, incite action or open new channels, ExactDrive works behind the scene to deliver results so you can focus on operational imperatives. As a result, we become extensions to your daily ad operations and can be trusted with any digital media need because deep knowledge is always at hand.
 
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