Scandal Management: How to Prevent Negative Media from Damaging Brands

Every successful food business benefits from strong brand loyalty. Consumer trust is the foundation of brand loyalty.

Brand loyalty can make the difference in whether revenue goals are met, Qualtrics spokesperson says.

What happens when negative media shatters that trust? Will trust be lost forever? Will customers turn to other companies? Can trust be restored before financial ruin occurs?

How does negative media impact sales?

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It is possible for a brand to get negative publicity, even if it is not what it wants. The bigger the brand, the more closely it is scrutinized. The big question, however, is whether this will have an impact on sales.

The answer to this question is almost certainly yes.

A recent study by market research firm Cluey found that 95,130 respondents said that negative media attention in the past had affected their opinion of brands. Additionally, 89,130 respondents said that negative press attention had a direct impact on their purchasing behavior. To what extent is this behavior affected and for how long?

It depends on a number of factors. These include the nature of the news, who is affected, and the brand’s response to the issue. Coca-Cola, for example, came under fire from environmentalists in 2020 after being ranked as the world’s top plastic polluter.

In response, the drinks giant said it would not abandon plastic bottles. It claimed they were “popular” with consumers and that their sales were not affected. BrewDog, a British brand, has been the subject of several negative stories. The beer and spirits maker was criticized for transphobic comments in 2015. This led to over 8,000 signatures on a petition. It’s important to remember that if you upset your customer, there is a problem.

Customer loyalty to brands before bad news hits also has a significant impact on how consumers perceive negative media. Food and beverage sector loses confidenceBrand loyalty is now more important than ever.

Amanda Thurston is a public relations consultant who works with competing food and beverage brands. She told FoodNavigator that brand loyalty is a powerful tool for any brand. Customers are more loyal when there is a connection between them and their brand.

Nestlé is one of the big brands that continues to dominate the market, despite recent negative stories. Baby formula scandal.

Mondelez International has shown the strength of its customer loyalty by overcoming negative stories. shrinkflationThey reduced the size of the product despite continued sales growth.

As a result, the brand increased product costs. Increase in raw material pricesDirk Van de Put, CEO of, confirmed that consumers would see a “direct increase in prices”. One of the reasons why they were able to emerge unscathed from this crisis may be the transparency they have shown. This could be due to a negative bias.

How can negative bias increase sales?

The tendency to pay more attention to negative information than positive information. This can be beneficial for brands because it places them and their products in the minds of consumers and increases their awareness.

Shah Mohammed, a business strategist, says that negativity bias is deeply rooted in the evolutionary history of our species. It’s a tendency for our brains to be more influenced by and remember negative information than positive. It’s something that smart brands are good at exploiting. Some brands are acknowledging flaws and vulnerabilities to create a sense of belonging.

It is also important to keep in mind that the consumer's reaction will be influenced by both the negative information and its communication. Unexpected negative news is also possible. How can we make negative stories more productive?

What can you do to recover from negative publicity?

Change is the best remedy for negative stories. It will show consumers that the brand is aware of the mistake and wants to rectify it, rather than ignoring the problem. It seems that most brands are aware of this.

Vani Hari is a food writer and activist who told FoodNavigator that she’s found this to be true. “When food companies get negative press, they’re more likely to change their product,” Vani said. “When I learned in 2013, for example, that Kraft was making its mac & cheese without artificial colors in some countries but using Yellow 5 or Yellow 6 here in the U.S., I was so angry that I started a petition. The petition got a lot of media attention, and nearly 400,000 people signed it. I went on many national morning talk shows and gave countless press interviews. Kraft was under enormous pressure to do the right thing. Thankfully, we have Kraft Mac & Cheese without artificial colors.”

Brands can turn negative media into positive press if they respond well.

Thurston, a PR consultant, says it’s all about how you respond. A brand with integrity and honesty that responds quickly and clearly can take the narrative and turn it around. Oatly provides one example. The brand didn’t shy away from the negative press it received because of its environmental claims. Instead, it built an entire marketing campaign to share its story and correct any mistakes. “Today, despite the challenges it faces, 36,% of UK alternative milk consumers buy the brand.”

Before attempting to solve the problem, it is important that brands fully understand what they are trying to do.

Emily Blewett is the co-founder and director of Spring & Tonic PR. She told FoodNavigator that when you read negative comments about your brand or business, it’s easy to defend yourself.

A company may face negative publicity about its brand depending on public opinion. It is not always possible to change this, and sometimes it is better to leave the situation as it is.

Blewett says people are free to express their opinions and that it is impossible to control them. We recommend that you take a moment to think before making a decision or statement.

She urges brand owners to ask themselves three questions.

• Do you have to answer?
• What are the benefits? What can you gain by doing it?
• You may need to apologize for a mistake you made.

If you decide to respond, make sure your response is planned.

Thurston says, “Things don’t go as planned in business.” It’s important to know how to react when something goes wrong.