Influencers During a PR Crisis When Should a Brand Use Influencers During a PR Crisis? When a Brand Is in Crisis, Should It Really Turn to Influencers? Not every PR crisis needs an influencer. In fact, using a creator too quickly or for the wrong reason, can make a difficult situation even worse . But when used strategically, influencers can help brands communicate with communities that may be skeptical of traditional corporate messaging. The key is knowing when influencers should speak, what they should say, and when they should stay silent. During a PR crisis, credibility matters more than reach. And that changes everything. What Is a PR Crisis? A PR crisis occurs when an event, allegation, mistake, or controversy threatens a brand's reputation and creates significant negative public attention. Examples include: · Product safety concerns · Poor customer experiences · Employee-related controversies · Misleading advertising claims · Data or cybersecurity incidents · Public statem...
How International Brands Can Successfully Enter the African Market in 2026 Africa is not one market, and international brands that understand this are better positioned to win. Africa offers international businesses enormous opportunities across consumer goods, technology, fashion, beauty, financial services, healthcare, entertainment, tourism, food, e-commerce, and professional services. But entering the African market successfully requires more than launching a website, running advertisements, or translating an existing marketing campaign. The continent consists of 54 countries, diverse consumer markets, different languages, cultures, regulatory environments, currencies, infrastructure, and purchasing behaviours. For an international brand, the challenge isn't simply getting into Africa. The real challenge is entering the right market, with the right positioning, the right local partners, and the right strategy. And in today's digital environment, influencer marketing and cre...