Have you ever been in a conversation where you’ve said something at the time that sounded right in your head but ended up in a face palm?
Now imagine that happening to the company you work for, broadcast to a large audience across multiple mediums. Once your message is out there it’s not easy to erase, and it doesn’t take long for opinions to be formed, particularly when it hits social media.
If you’re a Perth local, you may have heard about the recent West Coast Eagles ‘yellow peril’ promotion debacle. A member of the communications team made the reference twice on social media, which had intended to be in relation to the heritage jumper worn by the players during a game. What ensued was criticism across the Perth community.
The staff member was unaware of the derogatory nature of the phrase (a term used in the 1900s to describe the fear of Asian immigration). An apology was issued from the top but the entire media frenzy could have been avoided if a little bit of homework had been done prior to hitting publish.
Misleading your audience, whether intentional or not can damage your brand’s credibility – one that you’ve no doubt worked hard to maintain. An embarrassing and costly exercise you’d rather avoid!
Even the big brand powerhouses sometimes get it wrong:
So, what can you do to avoid producing content that’ll have you thrown into the fire?