{"id":25943,"date":"2017-06-23T14:04:18","date_gmt":"2017-06-23T12:04:18","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=7407"},"modified":"2024-07-10T08:51:33","modified_gmt":"2024-07-10T08:51:33","slug":"brand-crisis-to-pr-win","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/","title":{"rendered":"How to Turn a Brand Crisis Into a PR Win"},"content":{"rendered":"\n

When people said mean things about you as a kid, your mom told you to ignore them; When the same thing happens to you as a marketer, ignoring is not an option.<\/p>\n\n\n\n

A negative comment is like a candle. It may be harmless, but with the right triggers it can escalate quickly to a fire. And you\u2019d like to put out the fire before it spreads.<\/p>\n\n\n\n

The same thing is true for your brand. A slightly negative tweet from someone with a few followers doesn\u2019t sound like a big deal, but with effective brand monitoring<\/a>, it can be spotted early and managed before it reaches a critical stage.<\/p>\n\n\n\n

Of course, you hope it never happens to your brand. But when it does, can you turn the tides and make the crisis a PR win?
Sounds impossible? Sit tight. I\u2019ll show you how two brands managed to do that, and how you can do it, too.<\/p>\n\n\n\n

How two companies turn brand crises into big PR wins<\/h2>\n\n\n\n

[Tweet “How brands turn PR crises into big wins, via @joeei”]<\/p>\n\n\n\n

How Brian from Ghost Influence won over Reddit<\/h3>\n\n\n\n

It\u2019s hard to be a marketer everyone likes.<\/p>\n\n\n\n

Brian Swichkow, founder of Ghost Influence<\/a>, is known for marketing on Reddit, whose community hates to be marketed to and is notorious for its hostility toward outsiders.<\/p>\n\n\n\n

Brian was featured in an AdWeek story<\/a> that detailed how he found success stealthily marketing on Reddit.<\/p>\n\n\n

\n
\"reddit<\/figure>\n<\/div>\n\n\n

It generated a lot of publicity and buzz. Unfortunately, not all of it was positive.
As the article is about marketing on Reddit, redditors naturally picked it up. Users felt they were being exploited, and responded angrily – Reddit style.<\/p>\n\n\n\n

A thread<\/a> started where people criticized Brian\u2019s marketing tactics.<\/p>\n\n\n

\n
\"brand<\/figure>\n<\/div>\n\n\n

In just a few posts, a positive article feature turned into a brand crisis.<\/p>\n\n\n\n

Brian was monitoring his brand for website mentions online. With an alert for his company name, he was alerted to the conversation within 25 minutes.<\/p>\n\n\n\n

This meant he was able to jump into the conversation early, and help change its direction.<\/p>\n\n\n\n

Here\u2019s what he did from there.<\/p>\n\n\n\n

Most people would freak out and try to make the discussion disappear. But Brian decided to join in the conversation to clarify the misunderstanding.<\/p>\n\n\n\n

He explained what he really does:<\/p>\n\n\n

\n
\"ghost<\/figure>\n<\/div>\n\n\n

And he spoke like a person instead of a brand. Notice the \u201ctl;dr\u201d?<\/p>\n\n\n\n

Then he explained the beliefs behind his business:<\/p>\n\n\n

\n
\"brian<\/figure>\n<\/div>\n\n\n

The thread became a passionate discussion about good and bad advertising. He managed to find some common ground with the Redditors and earn their respect.<\/p>\n\n\n\n

In the end, they actually thought Brian was pretty cool:<\/p>\n\n\n

\n
\"pr<\/figure>\n<\/div>\n\n\n

And the best part? A $2B company was impressed by the way Brian’s brand crisis management<\/a> and offered him a business opportunity.<\/p>\n\n\n

\n
\"Screen<\/figure>\n<\/div>\n\n\n

Key takeaway: jumping into the conversation and engaging with your critics can work out in your favor.<\/strong><\/p>\n\n\n\n

[Tweet “Jumping into the conversation and engaging with your critics can come out in your favor.”]<\/p>\n\n\n\n

Think it\u2019s an isolated incident, or that Brian just got lucky?<\/p>\n\n\n\n

Here\u2019s another example.<\/p>\n\n\n\n

How Reese\u2019s turned a brand crisis to a branding opportunity<\/h3>\n\n\n\n

In Christmas 2015, Reese\u2019s introduced the Reese\u2019s Christmas Tree. Unfortunately, they look nothing like trees.<\/p>\n\n\n

\n
\"reese's<\/figure>\n<\/div>\n\n\n

Pictures like these went viral online. It would be embarrassing for any brand.
Unless you\u2019re Reese\u2019s.
They came up with a brilliant  #AllTreesAreBeautiful campaign and talked about \u201ctree shaming.\u201d<\/p>\n\n\n

\n
\"All<\/figure>\n<\/div>\n\n\n

My personal favorite:<\/p>\n\n\n

\n
\"Reese's<\/figure>\n<\/div>\n\n\n

This had a great reaction, earning them shares and press coverage:<\/p>\n\n\n

\n
\"reeses-press-coverage\"<\/figure>\n<\/div>\n\n
\n
\"Reese's<\/figure>\n<\/div>\n\n\n

Key takeaway: making fun of yourself can be a great way to \u201cown\u201d a mistake.<\/strong><\/p>\n\n\n\n

[Tweet “Making fun of yourself can be a great way to \u201cown\u201d a mistake, via @joeei”]<\/p>\n\n\n\n

A 5-step process to deal with a brand crisis online:<\/h2>\n\n\n\n

You can\u2019t avoid brand crises. But you can prepare yourself before one happens.
Here\u2019s what you should do when a crisis hits:<\/p>\n\n\n\n

1. Monitor your brand in real time<\/h3>\n\n\n\n

You can’t deal with a situation you don\u2019t know is happening.<\/p>\n\n\n\n

Both Brian and Reese\u2019s reactions worked because they responded quickly.\u00a0Set up alerts<\/a>\u00a0for your company, product, and related keywords to receive mentions as they happen. React immediately to stop one negative mention from turning into a full-blown brand crisis<\/a>.<\/p>\n\n\n\n

It\u2019s easier to change the conversation while it\u2019s still getting started.<\/p>\n\n\n\n

2. Listen to and act on feedback<\/h3>\n\n\n\n

People want to feel heard and understood. Trying to argue will just create tension and anger them more.<\/p>\n\n\n\n

Redditors were angry that Brian was monetizing what they do every day for free. Reese\u2019s buyers were not happy the chocolate trees look nothing like trees.<\/p>\n\n\n\n

Neither of them tried to argue with the comments. Instead, they listened to and acknowledged others\u2019 opinions, which helped open up the conversation.<\/p>\n\n\n\n

3. Choose the right conversations to join<\/h3>\n\n\n\n

Sometimes you need to clarify things when people are misinformed. Sometimes you just need to listen, especially if the conversation is purely emotional.<\/p>\n\n\n\n

In the beginning, Brian would reply to every negative comment – until he realized some people argue just for the sake of it.<\/p>\n\n\n\n

Some people just want to be haters. Focus on people you can reason with.<\/p>\n\n\n\n

[Tweet “Not every negative mention requires a response. Some people just want to be haters.”]<\/p>\n\n\n\n

4. Speak your audience\u2019s language<\/h3>\n\n\n\n

You can\u2019t connect with people speaking like you\u2019re at a corporate press conference. Represent your brand, but speak like a person.<\/p>\n\n\n\n

Each platform has its own language. Adapt your tone.<\/p>\n\n\n\n

If you\u2019re on Linkedin, be more serious; On Twitter and Facebook, use more images and be more fun; Cut out the fluff and corporate speak, and use lots of movie references on Reddit.<\/p>\n\n\n\n

5. Treat every interaction as an opportunity<\/h3>\n\n\n\n

Everything you say shapes your brand perception. How you answer an angry complaint shows your values and personality. It\u2019s also a chance to win your audience\u2019s approval.<\/p>\n\n\n\n

Brian\u2019s conversations with the negative comments helped him win Redditors\u2019 respect, and scored him a client. Reese\u2019s fabulous response led to positive social media and press mentions, and even more love for their peanut butter cups.<\/p>\n\n\n\n

[Tweet “A 5-step process to deal with a brand crisis via @joeei”]<\/p>\n\n\n\n

Relax. And breathe.<\/h2>\n\n\n\n

A brand crisis sounds scary. And when one happens, it\u2019s hard to know what to do. But if you\u2019re well-equipped with the right tool and process, a negative story can be a great opportunity in disguise.<\/p>\n\n\n\n

Do you have other brilliant ideas to handle these situations? Share your thoughts in the comments below.<\/strong><\/p>\n\n\n\n

Need more help with your crisis management plan? Learn how monitoring can help:<\/p>\n\n\n\n

<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

When people said mean things about you as a kid, your mom told you to ignore them; When the same thing happens to you as a marketer, ignoring is not an option. A negative comment is like a candle. It may be harmless, but with the right triggers it can escalate quickly to a fire. … Continue reading How to Turn a Brand Crisis Into a PR Win<\/span><\/a><\/p>\n","protected":false},"author":144,"featured_media":11462,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"inline_featured_image":false,"footnotes":""},"categories":[319,323,315],"tags":[],"class_list":["post-25943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-monitoring","category-planning-strategy","category-digital-marketing"],"acf":[],"yoast_head":"\nHow to Transform Your Brand Crisis Into a Win for Your Brand<\/title>\n<meta name=\"description\" content=\"Brand crisis. Of course, you hope it never happens to your brand. But when it does, can you turn the tides and make the crisis a PR win?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Transform Your Brand Crisis Into a Win for Your Brand\" \/>\n<meta property=\"og:description\" content=\"Brand crisis. Of course, you hope it never happens to your brand. But when it does, can you turn the tides and make the crisis a PR win?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/\" \/>\n<meta property=\"og:site_name\" content=\"Mention\" \/>\n<meta property=\"article:published_time\" content=\"2017-06-23T12:04:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-10T08:51:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mention.com\/wp-content\/uploads\/2016\/04\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Joei Chan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Joei Chan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/\"},\"author\":{\"name\":\"Joei Chan\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#\\\/schema\\\/person\\\/e34ed08abf1dac6054cf69820d032fe2\"},\"headline\":\"How to Turn a Brand Crisis Into a PR Win\",\"datePublished\":\"2017-06-23T12:04:18+00:00\",\"dateModified\":\"2024-07-10T08:51:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/\"},\"wordCount\":1115,\"publisher\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2016\\\/04\\\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg\",\"articleSection\":[\"Media Monitoring\",\"Planning & Strategy\",\"Digital Marketing\"],\"inLanguage\":\"en\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/\",\"url\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/\",\"name\":\"How to Transform Your Brand Crisis Into a Win for Your Brand\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2016\\\/04\\\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg\",\"datePublished\":\"2017-06-23T12:04:18+00:00\",\"dateModified\":\"2024-07-10T08:51:33+00:00\",\"description\":\"Brand crisis. Of course, you hope it never happens to your brand. But when it does, can you turn the tides and make the crisis a PR win?\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/#breadcrumb\"},\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/#primaryimage\",\"url\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2016\\\/04\\\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg\",\"contentUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2016\\\/04\\\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg\",\"width\":1920,\"height\":1080,\"caption\":\"How to Turn a Brand Crisis Into a PR Win\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/brand-crisis-to-pr-win\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mention.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Digital Marketing\",\"item\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/category\\\/digital-marketing\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Planning & Strategy\",\"item\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/category\\\/digital-marketing\\\/planning-strategy\\\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"How to Turn a Brand Crisis Into a PR Win\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/mention.com\\\/en\\\/\",\"name\":\"Mention\",\"description\":\"Media Monitoring\",\"publisher\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/mention.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#organization\",\"name\":\"Mention\",\"url\":\"https:\\\/\\\/mention.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2019\\\/04\\\/mention-about.png\",\"contentUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2019\\\/04\\\/mention-about.png\",\"width\":328,\"height\":76,\"caption\":\"Mention\"},\"image\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#\\\/schema\\\/person\\\/e34ed08abf1dac6054cf69820d032fe2\",\"name\":\"Joei Chan\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4742a64b97e72463ec06962f7f6d0e582e2cf3c5a0371c0bf70f2920a35b00f6?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4742a64b97e72463ec06962f7f6d0e582e2cf3c5a0371c0bf70f2920a35b00f6?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4742a64b97e72463ec06962f7f6d0e582e2cf3c5a0371c0bf70f2920a35b00f6?s=96&d=mm&r=g\",\"caption\":\"Joei Chan\"},\"url\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/author\\\/joei-chan\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Transform Your Brand Crisis Into a Win for Your Brand","description":"Brand crisis. Of course, you hope it never happens to your brand. But when it does, can you turn the tides and make the crisis a PR win?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/","og_locale":"en_US","og_type":"article","og_title":"How to Transform Your Brand Crisis Into a Win for Your Brand","og_description":"Brand crisis. Of course, you hope it never happens to your brand. But when it does, can you turn the tides and make the crisis a PR win?","og_url":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/","og_site_name":"Mention","article_published_time":"2017-06-23T12:04:18+00:00","article_modified_time":"2024-07-10T08:51:33+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/mention.com\/wp-content\/uploads\/2016\/04\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg","type":"image\/jpeg"}],"author":"Joei Chan","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Joei Chan","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/#article","isPartOf":{"@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/"},"author":{"name":"Joei Chan","@id":"https:\/\/mention.com\/en\/#\/schema\/person\/e34ed08abf1dac6054cf69820d032fe2"},"headline":"How to Turn a Brand Crisis Into a PR Win","datePublished":"2017-06-23T12:04:18+00:00","dateModified":"2024-07-10T08:51:33+00:00","mainEntityOfPage":{"@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/"},"wordCount":1115,"publisher":{"@id":"https:\/\/mention.com\/en\/#organization"},"image":{"@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/#primaryimage"},"thumbnailUrl":"https:\/\/mention.com\/wp-content\/uploads\/2016\/04\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg","articleSection":["Media Monitoring","Planning & Strategy","Digital Marketing"],"inLanguage":"en"},{"@type":"WebPage","@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/","url":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/","name":"How to Transform Your Brand Crisis Into a Win for Your Brand","isPartOf":{"@id":"https:\/\/mention.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/#primaryimage"},"image":{"@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/#primaryimage"},"thumbnailUrl":"https:\/\/mention.com\/wp-content\/uploads\/2016\/04\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg","datePublished":"2017-06-23T12:04:18+00:00","dateModified":"2024-07-10T08:51:33+00:00","description":"Brand crisis. Of course, you hope it never happens to your brand. But when it does, can you turn the tides and make the crisis a PR win?","breadcrumb":{"@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/#breadcrumb"},"inLanguage":"en","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/"]}]},{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/#primaryimage","url":"https:\/\/mention.com\/wp-content\/uploads\/2016\/04\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg","contentUrl":"https:\/\/mention.com\/wp-content\/uploads\/2016\/04\/How-to-Turn-a-Brand-Crisis-Into-a-PR-Win-Large.jpg","width":1920,"height":1080,"caption":"How to Turn a Brand Crisis Into a PR Win"},{"@type":"BreadcrumbList","@id":"https:\/\/mention.com\/en\/blog\/brand-crisis-to-pr-win\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mention.com\/en\/"},{"@type":"ListItem","position":2,"name":"Digital Marketing","item":"https:\/\/mention.com\/en\/blog\/category\/digital-marketing\/"},{"@type":"ListItem","position":3,"name":"Planning & Strategy","item":"https:\/\/mention.com\/en\/blog\/category\/digital-marketing\/planning-strategy\/"},{"@type":"ListItem","position":4,"name":"How to Turn a Brand Crisis Into a PR Win"}]},{"@type":"WebSite","@id":"https:\/\/mention.com\/en\/#website","url":"https:\/\/mention.com\/en\/","name":"Mention","description":"Media Monitoring","publisher":{"@id":"https:\/\/mention.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mention.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en"},{"@type":"Organization","@id":"https:\/\/mention.com\/en\/#organization","name":"Mention","url":"https:\/\/mention.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/mention.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/mention.com\/wp-content\/uploads\/2019\/04\/mention-about.png","contentUrl":"https:\/\/mention.com\/wp-content\/uploads\/2019\/04\/mention-about.png","width":328,"height":76,"caption":"Mention"},"image":{"@id":"https:\/\/mention.com\/en\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mention.com\/en\/#\/schema\/person\/e34ed08abf1dac6054cf69820d032fe2","name":"Joei Chan","image":{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/secure.gravatar.com\/avatar\/4742a64b97e72463ec06962f7f6d0e582e2cf3c5a0371c0bf70f2920a35b00f6?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4742a64b97e72463ec06962f7f6d0e582e2cf3c5a0371c0bf70f2920a35b00f6?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4742a64b97e72463ec06962f7f6d0e582e2cf3c5a0371c0bf70f2920a35b00f6?s=96&d=mm&r=g","caption":"Joei Chan"},"url":"https:\/\/mention.com\/en\/blog\/author\/joei-chan\/"}]}},"_links":{"self":[{"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/posts\/25943","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/users\/144"}],"replies":[{"embeddable":true,"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/comments?post=25943"}],"version-history":[{"count":0,"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/posts\/25943\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/media\/11462"}],"wp:attachment":[{"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/media?parent=25943"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/categories?post=25943"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mention.com\/en\/wp-json\/wp\/v2\/tags?post=25943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}