According to a GMP PR survey conducted with the CITR Group, the number of entrepreneurs who have experienced image crises in the past year has risen from 60 percent in 2016 to 68 percent in 2017. However, 74 percent of them do not think they will face such a problem in the near future.
Most (60 percent) consider that internal issues and business decisions are the basis of a crisis, less the social media (26 percent) or the product itself (14 percent).
”The Romanian entrepreneur must learn to anticipate the risk situations, to control their management process and to overcome them with as few negative effects on the company,” Andreea Anghelof, Managing Partner CITR Group shows.
Although the number of those who have internally hired a person to handle communication has increased from 38 percent in 2016 to 47 percent in 2017, the crisis scenario and manual are still an intangible technique. Only 22 percent of those surveyed have worked on scenarios of possible situations that could affect their reputation and only 7 percent found these scenarios in a manual.
Social media is still a virgin territory for most of them, only 28 percent use it in crisis, although 45 percent believe it is important in communication. It is, however, an improvement over the previous year when 72 percent did not use social media at all in corporate communication and did not take it into account in an image crisis.
”We live times when a person has the power to destroy a brand through a simple post on Facebook; times when brands need to learn to manage tough criticism against them,” Ana-Maria Diceanu, Head of Crisis Department and Senior Partner GMP PR said.