{"id":4046,"date":"2020-06-19T00:00:00","date_gmt":"2020-06-18T22:00:00","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/2020\/06\/19\/gestio-de-crisi-reputacio-marca\/"},"modified":"2025-06-05T09:39:04","modified_gmt":"2025-06-05T07:39:04","slug":"gestio-de-crisi-reputacio-marca","status":"publish","type":"post","link":"https:\/\/v3rtice.srvcactus.com\/ca\/blog\/gestio-de-crisi-reputacio-marca\/","title":{"rendered":"Com gestionar una crisi de reputaci\u00f3 de marca"},"content":{"rendered":"

I encara que sabem que a ning\u00fa li agraden les crisis i les volem evitar costi el que costi, hem d’estar preparats per a detectar-les i afrontar-les de la millor forma possible.<\/span><\/span><\/span><\/p>\n

Fa uns mesos us present\u00e0vem el nostre dec\u00e0leg de la comunicaci\u00f3 de crisi, i \u00e9s que despr\u00e9s de m\u00e9s de 10 anys d’experi\u00e8ncia com a ag\u00e8ncia de comunicaci\u00f3 especialitzada en la comunicaci\u00f3 de crisi, tenim totes les eines que necessites per a gestionar aquest tipus de situacions i volem ajudar-te a tenir-lo tot llest per si en algun moment el necessites.<\/span><\/p>\n

Com actuo davant d’una crisi de comunicaci\u00f3?
\n<\/b><\/span><\/p>\n

La clau de qualsevol crisi de comunicaci\u00f3 \u00e9s molt clara: tenir un bon pla de crisi.<\/span><\/p>\n

I com amb si aix\u00f2? Perqu\u00e8 anticipant-te i estant preparat per al que pugui venir amb una guia d’accions i comportaments que et gui\u00efn a l’hora d’actuar en cada situaci\u00f3 i moment.<\/span><\/p>\n

El pla de crisi<\/b><\/span><\/p>\n

Com a ag\u00e8ncia de comunicaci\u00f3 amb m\u00e9s de 10 anys d’experi\u00e8ncia tenim molt clar que \u00e9s un pla de crisi i quins aspectes ha d’incloure. Aix\u00ed que t’ho resumim perqu\u00e8 ho entenguis r\u00e0pidament:<\/span><\/p>\n

Un pla de crisi no \u00e9s m\u00e9s que un document en el qual es resumeix com s’actuar\u00e0 despr\u00e9s d’un fet inesperat que pugui perjudicar la imatge i reputaci\u00f3 de la teva marca. \u00c9s a dir, el resum de les accions de comunicaci\u00f3 que es duran a terme.<\/span><\/p>\n

I com en la majoria dels casos les crisis v\u00e9nen per sorpresa, l’agilitat, rapidesa i seguretat a l’hora d’actuar seran un factor clau per a contrarestar els efectes negatius sobre la teva marca.<\/span><\/p>\n

Auditoria de riscos<\/b><\/span><\/p>\n

Segur que per a preparar el teu pla de comunicaci\u00f3 ja has fet un\u00a0DAFO<\/span>\u00a0en el qual has analitzat Febleses, Amenaces, Fortaleses i Oportunitats de la teva marca.<\/span><\/p>\n

B\u00e9, ha arribat el moment de posar-se a treballar a fons amb les febleses i amenaces. Aix\u00f2 consisteix a tractar cadascuna de les possibles amenaces i portar-les a l’extrem, detectant quins possibles atacs podem rebre b\u00e9 sigui a trav\u00e9s de comentaris negatius en xarxes socials com a trav\u00e9s de resultats negatius en enquestes, productes defectuosos, errors de log\u00edstica, queixes de clients…<\/span><\/p>\n

Una vegada tenim identificats tots els nostres riscos i els possibles atacs que poden generar, nosaltres et recomanem ordenar-los de major a menor gravetat i preparar un pla d’actuaci\u00f3 per a contrarestar els seus efectes.<\/span><\/p>\n

Discurs i portaveu en una crisi de comunicaci\u00f3<\/b><\/span><\/p>\n

Si b\u00e9 hem apr\u00e8s alguna cosa com a ag\u00e8ncia de comunicaci\u00f3 especialitzada en la gesti\u00f3 de crisi, \u00e9s que encara que ser previsor i tenir un pla molt ben definit i preparat \u00e9s un dels factors m\u00e9s importants, tamb\u00e9 el discurs i el portaveu s\u00f3n una pe\u00e7a clau a l’hora de parlar amb els mitjans de comunicaci\u00f3 despr\u00e9s d’una crisi de reputaci\u00f3.<\/span><\/p>\n

Com ja coment\u00e0vem en altres articles d’aquest blog, hem de designar a un portaveu que sigui sempre la persona que s’encarregui de parlar amb els mitjans de comunicaci\u00f3. Aquest portaveu ha de ser una cara coneguda dins de l’empresa i que generi empatia i transmeti humanitat, transpar\u00e8ncia i proximitat a trav\u00e9s d’un discurs pr\u00e8viament establert gr\u00e0cies els resultats de l’auditoria de riscos.<\/span><\/p>\n

Compensar a les persones afectades<\/b><\/span><\/p>\n

I per a acabar, des de l’ag\u00e8ncia de comunicaci\u00f3\u00a0V3rtice<\/span>\u00a0volem recomanar-te tenir sempre en compte una possible recompensa a les persones que s’hagin pogut veure afectades per aquesta crisi de reputaci\u00f3 de la teva marca.<\/span><\/p>\n

En aquest sentit, has de plantejar una acci\u00f3 el m\u00e9s personalitzada possible per a mostrar la teva preocupaci\u00f3 i implicaci\u00f3 amb els teus clients. Ser sincer i transmetre que sempre hi ha una manera de solucionar els errors o problemes \u00e9s una realitat que t’acostar\u00e0 als teus clients i p\u00fablic potencial.<\/span><\/p>\n

V3rtice, ag\u00e8ncia de comunicaci\u00f3 a Madrid i Barcelona<\/b><\/span><\/p>\n

Tenim molt clar que una crisi \u00e9s sempre inesperada, per\u00f2 com diu el refrany: \u2018val m\u00e9s prevenir, que curar\u2019. Per aix\u00f2 des de\u00a0V3rtice, com a ag\u00e8ncia de comunicaci\u00f3 amb una s\u00e8rie de professionals especialitzats en gesti\u00f3 de comunicaci\u00f3 de crisi, volem ajudar-te perqu\u00e8 estiguis preparat per a qualsevol situaci\u00f3 que pugui desestabilitzar la teva empresa a curt, mitj\u00e0 o llarg termini.<\/span><\/p>\n

Aix\u00ed que no dubtis a contactar-nos i valorarem el teu projecte perqu\u00e8 les teves necessitats comunicatives estiguin sempre cobertes.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Es produeix una crisi de reputació de la nostra marca quan un fet inesperat genera un impacte en els mitjans de comunicació que afecta la nostra credibilitat i imatge.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"author":15,"featured_media":23333,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"tags":[],"class_list":["post-4046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion-pr-ca"],"acf":[],"dsm_author":{"name":"B3rtriz","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/55cce72eebdf84af1d876317ada2ae9d3e58da4a2ecb496d40eaeb716d24e2d5?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/ca\/author\/beatriz\/","biodata":""},"dsm_categories":[{"term_name":"Comunicaci\u00f3 & RR.PP.","term_id":111,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/comunicacion-pr-ca\/"}],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc-150x150.jpg","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc-300x200.jpg","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc-768x512.jpg","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc-1024x683.jpg","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/photo-1586281380117-5a60ae2050cc.jpg"},"yoast_head":"\nCom gestionar una crisi de reputaci\u00f3 de marca - 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