In 2024, brands are facing a range of reputation issues that can have a significant impact on their image and success. These challenges require careful management and strategic foresight to navigate effectively. NewsWhip’s report, “The Biggest Reputation Issues Impacting Brands in 2024,” examines four specific types of crises that brands have faced in the first half of the year.
One major issue that brands are grappling with is food inflation. Rising food prices have garnered increasing public attention, particularly in relation to how major food brand executives address the issue. The report delves into articles about Five Guys’ prices, Kellogg’s CEO, Chipotle’s portion sizes, and In-N-Out prices to understand the impact on brand reputation.
Another concern is artificial intelligence and cybersecurity breaches. Both the general public and industry insiders express worries about the future of AI, and the report analyzes articles about OpenAI and Scarlett Johansson, Microsoft’s vulnerability to hacks, and the Netflix AI image controversy.
Product-related reputational issues have also plagued several brands. The report evaluates articles about Target’s fluctuating stance on Pride merchandise, Boeing’s ongoing safety issues, Hertz selling its EV fleet, and Nike’s England shirt controversy.
Legal battles have significantly impacted brands as well. Lawsuits can harm a brand’s reputation, even if they are not yet resolved. The report assesses articles about the DOJ’s Ticketmaster lawsuit, the Sheetz lawsuit, and the Netflix Baby Reindeer lawsuit.
NewsWhip has done an excellent job of measuring the relative size of these reputation issues for each brand. For example, there were 399 articles about Five Guys’ prices that garnered 285,100 engagements from February 29 to March 15, 2024. In comparison, 49,000 articles about Boeing’s safety issues received 829,900 social media interactions from June 8, 2023, to June 7, 2024.
The report also highlights the significant role that TikTok plays in spreading brand criticism. Platforms like TikTok can amplify negative conversations and drive public perception of brands, as seen in the case of Chipotle.
To effectively manage reputation crises, brands should follow best practices in crisis communication. Research has shown that being the first to report a crisis can minimize damage, and organizations should communicate frequently and through multiple channels. Focusing on victims and combating misinformation are also crucial aspects of crisis communication.
In terms of online reputation management, brands must recognize that spammy SEO tactics cannot push down negative stories from credible sources in search engine results. It is important to prioritize high-quality content and follow best practices in crisis communication to protect an organization’s reputation.
Several credible sources provide strategic advice for managing reputation issues. These include embracing authenticity and action, prioritizing ESG initiatives, and staying true to company values. Lessons from past high-profile brand crises emphasize the importance of understanding identity, owning mistakes, and staying connected with customers.
Ultimately, effective reputation management requires proactive preparation and strategic communication. By prioritizing authenticity, timely reporting, victim-centered responses, and aggressive misinformation countering, brands can significantly reduce the impact of crises on their operations and reputation.
