The impact of digital PR on crisis management: An evaluation of a consumer brand in Lagos
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Background of the study
Digital public relations (PR) has emerged as a vital component of crisis management for consumer brands, enabling rapid and strategic communication during challenging times. In Lagos, consumer brands are increasingly employing digital PR strategies—including social media monitoring, online reputation management, and influencer collaborations—to manage crises and mitigate negative publicity (Olu, 2023). This study evaluates the role of digital PR in crisis management by examining how proactive communication and timely responses can help restore consumer trust and brand credibility. By analyzing case studies and response metrics during crisis events, the research explores how digital PR initiatives influence public perception and facilitate recovery. The study also investigates the integration of crisis communication frameworks with digital platforms to ensure that messages reach diverse audiences quickly and effectively (Ibrahim, 2024). The outcomes are expected to provide practical insights into designing robust digital PR strategies that not only address crises but also enhance overall brand resilience and customer loyalty (Adebayo, 2023).
Statement of the problem
Consumer brands in Lagos often struggle to manage crises effectively due to fragmented digital communication channels and delayed response times. Despite the adoption of digital PR strategies, many brands fail to quickly restore consumer trust during periods of negative publicity (Chinwe, 2023). Challenges include inconsistent messaging, lack of coordination among digital teams, and difficulties in monitoring real-time sentiment. This study seeks to identify the critical factors that influence the success of digital PR in crisis management and to determine how timely and strategic communication can mitigate adverse impacts. By addressing these issues, the research aims to provide a framework for consumer brands to enhance their crisis response and improve overall brand resilience (Okeke, 2024).
Objectives of the study:
To evaluate the effectiveness of digital PR in crisis management.
To identify key factors that contribute to successful crisis communication.
To recommend best practices for integrating digital PR into crisis management strategies.
Research questions:
How does digital PR influence crisis management outcomes for consumer brands?
What are the critical elements of effective digital crisis communication?
How can consumer brands optimize digital PR to improve crisis response?
Significance of the study
This study is significant for consumer brands seeking to enhance their crisis management capabilities through digital PR. Its findings will offer actionable insights into best practices for rapid and coordinated crisis communication, ultimately helping brands maintain or restore trust during adverse events. The research contributes to digital marketing and crisis communication literature, providing a practical framework for integrating digital PR strategies into comprehensive crisis management plans.
Scope and limitations of the study:
This study is limited to evaluating digital PR strategies and their impact on crisis management for a consumer brand in Lagos, Nigeria. It does not address traditional PR methods or other industries.
Definitions of terms:
Digital PR: The use of online platforms and strategies to manage a brand’s public image.
Crisis Management: The process of handling emergencies and mitigating negative impacts on a brand.
Brand Resilience: A brand’s ability to recover from setbacks and maintain customer trust.
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