Managing Brand Risk on Social Media: Episode 3 of the Social Media for Business Podcast
- rebecca7313
- Jan 7
- 4 min read
Updated: Jan 20
In Episode 3 of the Social Media for Business Podcast, host Rebecca Bridgen welcomed Niki D'Hubert, Managing Director of Navigate PR, to explore how social media has transformed the PR landscape, especially in industries like maritime. Niki, who brings nearly two decades of experience in public relations and marketing, shared her perspective on managing risk and reputation in a world where communication happens at lightning speed.
Here’s an overview of the discussion and the lessons Niki had to share.
The Shifting Landscape of PR
“When I started in maritime PR, fax machines were still in use, and social media wasn’t even considered a legitimate channel,” Niki began by reflecting on how much the world of communication has changed since her early career.
Today, that world is unrecognisable. Social media has completely altered how brands engage with their audiences, moving from one-way communication to a multi-directional conversation. “Social media has democratised communication. It’s no longer just the brand speaking to its audience—stakeholders, customers, and even critics are engaging with each other in ways we couldn’t have imagined 20 years ago,” Niki explained.
This evolution has created opportunities for brands to connect more authentically but has also introduced new challenges.
The Risks of Real-Time Communication
Social media’s speed and reach can be a double-edged sword. While it allows brands to engage directly with their audience, it also amplifies risks. Niki highlighted how quickly a crisis can escalate in today’s environment.
“The nature of the risks hasn’t really changed,” she noted. “You still have disgruntled employees, operational mishaps, or customer complaints. What’s changed is the speed and scale. A single tweet can go global in minutes.”
She emphasised the role of algorithms in this dynamic. “Algorithms love negativity—it’s engaging, it’s shareable. That makes managing the narrative even harder. There needs to be many more positive pieces of coverage to counter one piece of negative coverage, which shows how crucial proactive communication is.”
Proactive Measures for Risk Management
According to Niki, the best way to manage risk is to prepare before a crisis even happens.
Build a ‘Bank of Goodwill’
“Good PR is like a savings account,” Niki said. “The more positive interactions you have with stakeholders—whether they’re customers, regulators, or the media—the more likely they are to give you the benefit of the doubt if something goes wrong.”
Invest in Social Listening
She also highlighted the importance of monitoring digital conversations. “Social media isn’t just a broadcast channel—it’s an incredible listening tool. By paying attention to what’s being said, you can often spot issues before they escalate.”
Stay Authentic
“Transparency is key, but it has to be backed by action,” she advised. “If your words and actions don’t align, you’ll lose trust—and trust is incredibly hard to rebuild.”
Case Studies in Crisis Management
Niki shared examples of brands that have excelled in managing crises. The RNLI (Royal National Lifeboat Institution), for instance, faced public criticism about its international work, but responded boldly by leaning into their values.
“They didn’t shy away from the issue. They explained their position with clarity and authenticity, and it resonated with their advocates,” Niki said. “It’s a great example of knowing who you are as a brand and staying true to that identity.”
Another standout example was Johnson & Johnson’s handling of the Tylenol crisis in the 1980s. “They took ownership immediately, pulled products off the shelves, and redesigned their packaging to ensure it couldn’t happen again. It wasn’t just words—it was decisive action that reflected their values.”
Social Media’s Role in Modern PR
As social media continues to evolve, its role in PR becomes increasingly complex. Niki stressed the importance of aligning social media strategies with broader business objectives.
“Social media isn’t a standalone tactic—it’s part of a larger puzzle,” she explained. “You need to know your goals, understand your audience, and tailor your approach accordingly. It’s not about being on every platform; it’s about being in the right place, at the right time, with the right message.”
Looking Ahead
The conversation concluded with a discussion about the future of social media in PR. Niki predicted that personalisation, transparency, and multi-platform strategies will become even more important. “The challenge isn’t just cutting through the noise; it’s doing so in a way that aligns with your brand and builds trust,” she said.
Key Takeaways
Proactive Communication is Essential: Build a foundation of goodwill and authenticity before a crisis arises.
Leverage Social Listening: Stay attuned to the digital landscape to spot potential risks early.
Know Your Identity: A clear sense of purpose and values will guide your communication, especially in challenging times.
Think Holistically: Social media should complement your broader PR and marketing efforts, not stand apart from them.
Listen to Episode 3 and more.
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Join the Conversation:What’s your biggest challenge when it comes to managing brand risk on social media? Share your thoughts and tag Innov8 Social —we’d love to hear them!
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