Turjo Wadud and Marsha Archer Discuss Crisis Management and Protecting Your Brand’s Reputation
- turjo wadud
- Feb 24
- 2 min read
In an insightful conversation on Turjo Talks, Turjo Wadud sat down with PR industry leader Marsha Archer to discuss one of the most critical aspects of business today—crisis management and brand protection. As companies face increasing scrutiny in the digital era, having a strategic approach to crisis communication is more important than ever.
The Importance of Crisis Management
Crisis management is not just about damage control—it’s about proactive planning and protecting a brand’s reputation before disaster strikes. Archer emphasized that businesses, regardless of size, should have a crisis management strategy in place. “When a crisis hits, time is not on your side. Having a structured response plan allows companies to react quickly and effectively,” she stated.
Common Crisis Scenarios
Archer and Wadud discussed real-world crisis situations that businesses frequently encounter, such as:
Social media backlash – Negative reviews or viral misinformation spreading rapidly online.
Internal scandals – Leadership missteps, employee misconduct, or ethical violations.
Product recalls or failures – Issues that impact consumer trust and brand integrity.
Financial fraud or legal trouble – Lawsuits, regulatory fines, or financial instability.
Archer stressed that no company is immune to these challenges, but those that prepare in advance can mitigate long-term damage.
Key Strategies for Brand Protection
To safeguard a company’s reputation, Archer highlighted the following core strategies:
Have a Crisis Plan in Place – A well-prepared business should already have a predefined communication plan, including designated spokespeople, internal response teams, and external PR consultants.
Transparency and Honesty – Attempting to hide or downplay a crisis often leads to further backlash. “Owning your mistakes and communicating with honesty is the fastest way to rebuild trust,” Archer noted.
Rapid Response to Media Inquiries – Silence or delayed responses can be interpreted as guilt. Companies should respond quickly with well-crafted statements.
Leverage Social Media Wisely – In today’s digital world, social media can either escalate or control a crisis. Knowing how to manage public sentiment through social channels is crucial.
Rebuilding and Learning from a Crisis – Once a crisis is resolved, companies should assess what went wrong and implement long-term improvements to prevent future issues.
Why Every Business Needs a Crisis Expert
Turjo Wadud reinforced the idea that businesses must have a dedicated crisis management expert or PR consultant on speed dial. “Crisis situations evolve rapidly, and without the right expertise, companies risk making irreversible mistakes,” he said.
Archer echoed this sentiment, stating, “Crisis management is not a luxury—it’s a necessity. The brands that survive turbulent times are the ones that act fast, communicate clearly, and stay accountable.”
Final Takeaway
The discussion between Turjo Wadud and Marsha Archer served as a reminder that reputation is one of a company’s most valuable assets. In an age where public perception can shift in an instant, businesses must be proactive about crisis management and brand protection. Whether it’s a PR mishap, a leadership controversy, or an unforeseen scandal, having a solid crisis strategy is the key to long-term success and credibility.
Podcast link
Recent Posts
See AllEfficiency and profitability go hand in hand. Businesses that optimize their operations not only reduce costs but also create sustainable...
With over two decades of experience and more than $3 billion in transactions across various industries, Turjo Wadud has guided business...
Comments