On social media, a brand’s perception can turn on a dime. Nonprofits aren’t immune to this. Even with a legacy of meaningful work behind them, mission-based organizations can experience social media backlash in a way that’s sudden, emotionally charged and highly public.
The right crisis PR partner can determine whether that backlash is a death knell to the organization, or simply an opportunity to reestablish trust.
Why backlash happens (and why it matters)
Social media backlash can stem from a number of different factors. Some common examples:
- Tone-deaf posts. Content that ignores current events, cultural sensitivities or community trauma.
- Mission drift. Posting about issues that supporters feel are outside the organization’s stated purpose.
- Controversial partnerships. Problematic affiliations with donors or influencers whose values clash with the nonprofit’s mission.
- Internal issues made public. This could encompass leadership scandals or employee frustrations that make their way onto the Internet.
No matter the cause of the backlash, attitudes on social media can quickly reshape public perception. A negative perception may lead to widespread loss of trust in the organization, resulting in fewer donors, grants or volunteers. This is true even if the cause of the backlash is rooted in something fundamentally untrue or unfair.
Using PR to navigate a nonprofit crisis
One of the best ways for nonprofits to prepare for a crisis, proactively mitigating their damage, is by partnering with a trusted public relations agency. An effective nonprofit PR strategy might involve things like:
- Helping the nonprofit to develop an internal communications protocol, minimizing the risk of any unwise or unauthorized social media posts.
- Creating messaging guidelines, including proactive development of a crisis statement that can be released as necessary.
- Building trust with social media audiences by ensuring consistent updates: thought leadership, case studies and success stories.
- Further shoring up the nonprofit’s reputation through strategic media placements, ensuring third-party validation.
Social media backlash can be deeply damaging to any nonprofit, but proactive planning can minimize the risk. Orange Orchard has ample expertise providing crisis PR services for nonprofits, and we’d love to work with yours. Give us a call at (865) 977-1973 or contact us here.