Chapter 15

Advertising management when things go wrong


This chapter is intended to help you:

  • Understand the notion of brand reputation and reputation management.

  • Identify the skills necessary to manage reputation.

  • Understand the role of social media in reputation management.

  • Understand how to plan for crises.

As careful as one can be with their planning, there will always be a time when something goes wrong. A number of situations can have a negative effect on a brand, and the account manager must be ready at a moment’s notice to deal with any and all unexpected problems.

Most—virtually all—problems can and will be solved. The challenge to a brand is that in today’s world, consumers have immediate access to all kinds of ...

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