Why campaigns should go through a reputational lens before being launched

This, I believe, is a critical move, especially as multi-national companies are fighting for relevance and market share in different markets – markets with varying sensitivities and histories.

Being aware and sensitive to market nuances where a campaign will be launched, and having PR's approve – and sanitise if need be – the campaign could mean the difference between its success and having your PR team later writing holding statements, answering a barrage of media queries and putting out social media fires lit by incensed consumers inspired by what was once thought of as a genius idea.

Taking a moment to reflect on a potential campaign by applying the PR and reputation management lens will save a lot of people a lot of trouble.

I should, at this point, express that judging the credibility of campaigns is not necessarily an exclusive function of PR; in the absence of a PR or reputation management specialist, bouncing the idea off any qualified third-party person or group should suffice.

However, it’s not enough to let your PR and reputation management team know of a campaign when all has been finalised or at roll-out stage. A good brand campaign is one that has been tested on all marketing elements to whom reputation is critical.

PR teams generally have access to case studies from different industries and markets that they can consult and from which they formulate probabilities that may impact specific campaigns.

Prevention is always better than any of the strategies PR can employ to stop the brand haemorrhaging any equity should a campaign cause widespread offence. Consequences are just too high, and the road to recovery that much harder. A temporary inconvenience could potentially save a brand’s reputation and millions in revenue.

Reserving a chair for a PR and reputational expert will add value in more ways than one: having campaigns that are likely to surpass expectations, take consumers on a journey through on-point messaging, and build brand affinity are only a few.

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