By now, we're all familiar with the company wide PR problem A&E encountered in late December 2013 and early this month. Considered offensive by some, personal views were expressed by Duck Dynasty patriarch, Phil Robertson,initiating a backlash from one community toward A&E. A&E responded by suspending Mr. Robertson from his family's runaway hit show. The suspension sparked another backlash (from a different community) and A&E reinstated the patriarch to the show. This hesitation and waffling resulted in a loss of credibility for A&E. From a public relations perspective, the main take away here is that A&E was reactive to this issue instead of getting out in front of the problem.
Companies can run into trouble when standards and guidelines are not in place. Unifying the brand image behind a mission statement or company ethos would have prevented A&E from experiencing their PR disaster. Whether with an employee code of conduct, a crisis management plan, a specification guide, or a social media policy, every business action should be guided by clear brand standards. A company's values, along with its outward presentation make the brand.
Here at Galley, our goal is to establish a cohesive brand for each of our client companies--a brand that is true to their core values and standards of behavior. By maintaining an authentic, brand image and unique voice, while delivering service consistent with their core values and standards, companies gain both credibility and direction.