How Does Public Opinion Research Matter In Crisis Management

[Purvi Dalvi]

Things can go wrong even in the most well-organised and well-prepared organisation. Samsung is the perfect example here. Mobile phones have exploded, passengers have been pulled down the aisle, and executives from production houses and big-screen stars have faced media criticism and enraged public opinion over the years. Such incidents jeopardise a brand's image and customer loyalty. 

Such a situation necessitates the urgent involvement of public relations and legal departments. Only the seasoned know that the trick to surviving them is to enlist the assistance of a pollster as well. When it comes to directing market segmentation and targeting when brand equity and customer loyalty are on the line, nothing beats thorough analysis. 

Your crisis management strategy should now involve four key moves:  

• Using social media resources, gather immediate input from those who have been affected.
• Do qualitative and quantitative research to determine the overall effect, as well as a management strategy.
• Monitor public reaction during the crisis to gauge public sentiment and reveal new facts.
• Make sure you have a post-crisis research strategy in place to help you rebuild your brand's reputation and plan. 

The action plan, if done correctly, will crystallise the strategy and solution for overcoming these challenging times. Here are some more examples of how polls and public opinion research can aid in times of crisis: 

• When a crisis strikes, deciding who should respond is just as critical as responding. And much of the time, the person charged with delivering the message is not the person you expect. When a mechanical failure occurred in the United States, public opinion polling was conducted to determine the best course of action resulting in a major environmental catastrophe. 
• One thing that emerged from the findings was that company spokespersons were not to be trusted. The company used field workers at various media events and print and video advertisements to respond to the disaster.
• You must also decide the correct target group in addition to the right messenger. In some cases, the impacted parties are much more diverse than what appears on the surface. It is only possible with sufficient public opinion research.
• Your crisis management strategy should include the mediums to use once you've determined the right messenger and target audience. In this case, polling and focus groups may help determine which platforms the audience prefers and where the business receives the most criticism. 

You must trust public relations and crisis communication experts to put out crisis fires using their expertise and experience efficiently.