Can you tell us about your background in crisis communication and your experience helping brands manage PR crises?
Certainly. I work as a freelance crisis management and crisis communication consultant, assisting organizations and brands in both preparing for and dealing with critical situations. I studied communication in Italy, Belgium, and France at Sciences Po Grenoble. My experience spans various sectors, including transportation, chemical industries, health, banking, insurance, and the agri-food sector. My role is to help clients develop response strategies that protect reputation and maintain trust during crises.
Speed is one of the biggest challenges—both in how fast crises unfold and the need for rapid responses. Understanding the key digital hubs and threats is crucial, as is managing how different audiences perceive the situation. Online crises evolve quickly, there are many publics, and their sentiment can shift rapidly, requiring brands to stay constantly alert and adaptable.
Social listening helps brands spot early warning signs, which is critical in today’s landscape, where the severity of a crisis isn’t always directly linked to the severity of its original cause. It also allows brands to understand key stakeholders, address concerns proactively, and even turn feedback into opportunities for improvement—not just for crisis mitigation but for long-term brand enhancement.
It enables brands to take control of the narrative early and respond quickly, reinforcing their credibility and leadership. Timely intervention can prevent misinformation from spreading and shape public perception. Additionally, online and offline conversations influence each other, making digital monitoring essential for managing overall reputation.
Absolutely. A dedicated tool provides greater reliability, standardization, and a more structured approach, reducing human error and blind spots. It also ensures real-time alerts, a comprehensive view of the crisis’s evolution, and data-driven insights that help brands act proactively rather than reactively.
Listening should always come first. The initial response depends on the specific case, but it must acknowledge stakeholders’ concerns and address why the brand has failed to meet expectations. A rushed, uninformed response can worsen the situation, so the priority is to gather insights and craft a message that is both responsible and strategic.
A major one. Influencers act as opinion leaders in their contexts, amplifying narratives and often shaping how a crisis is perceived. They can polarize opinions and establish dominant frames of interpretation. Traditional media also plays a key role in legitimizing online discussions, making it essential for brands to engage strategically with both.
What strategies should brands implement to rebuild trust after a crisis?
Consistency is key. While the initial response sets the tone, trust is rebuilt through sustained actions that reinforce the brand’s commitment to its promises. It’s not just about communication tactics but a broader strategy that includes real behavioral changes and decisions that align—or go even further than—stakeholder expectations. Trust recovery is a process that requires transparency, accountability, and concrete steps demonstrating long-term dedication to improvement.
A crisis isn’t just a PR headache—it’s a moment of truth for a brand. How a company responds can mean the difference between a short-term blip and long-lasting reputational damage. As Irene Proto highlights, brands that embrace social listening can stay ahead of crises, manage public perception, and, most importantly, rebuild trust after the storm has passed.
Social listening tools like Visibrain play a crucial role in this process by providing real-time insights, alerting brands to emerging threats, and helping them make data-driven decisions. With the right tools and a proactive approach, businesses can turn crisis moments into opportunities to reinforce their credibility and emerge stronger than before.
