Like many people around the world, Mitchum deodorants have been a staple in our getting ready routine. But with a swathe of complaints circulating online over the past week, how has Mitchum’s response faired?

Over the past few days, pictures of rashes, bumps and burns have been appearing online, with many users reporting severe chemical reactions to a well-known, trusted product.  

Whilst Mitchum has since issued a statement on its social media issuing a recall for affected products and apologising for the problems caused, its response, which came days after reports and comments first started circulating, has left many customers feeling ignored, disrespected, and physically hurt by what was a reliable, household name brand. This is a great example of how whilst a reputation can take years to build, it can take mere seconds to destroy.  

A PR crisis can strike when you least expect it, so being prepared is the name of the game…  

1. Act quickly, carefully and with empathy 

The number one rule to containing a PR crisis is to control the narrative before it controls you. Make sure you know exactly what the issue is and prepare a response that is both timely, factual and sensitive. Whatever you do, don’t try and cover up the problem as this will only work against you. If you leave a communications void, it will be filled whether you like it or not.  

2. Admit your mistakes and speak with sincerity 

When responding to a crisis, your words must show real empathy to those involved. Depending on the situation, this may be a crisis that has affected people’s quality of life – that goes way beyond the commercial. Your response must be considered and not rash, so make sure to reflect your understanding of and compassion to those impacted.  

Once an investigation is complete and fault is found to lie with the company, accountability must be taken. Depending on the situation, it might be worth involving your legal team from the beginning of the process as they can help ensure the company is legally protected, while your PR team focuses on reputation management. 

3. Have a plan of action  

A statement only goes so far – you need to step up and act now. Develop an effective plan for supporting those impacted and follow through with your words. Consider working with those affected and listen to their concerns; your responsibility is protecting the consumer, and so your work after the crisis should reflect this.  

It would be naïve to expect this all to blow over, so be prepared to be accountable. Have a dedicated team handling complaints to ensure all enquiries are listened and responded to in a considered manner.  

4. Develop a crisis communications plan 

Hindsight is a wonderful thing, but not so much in a PR crisis, and it shouldn’t take one for your business to have a dedicated crisis comms plan. At Pearl Comms, our team are experts at protecting brand reputation and have led many businesses through the turbulence to the other side.  

Looking for a team that can stay calm in a crisis? Get in touch with us today (thank us later).