3 Ways PR Pros Can Support Clients Through Supply Chain Challenges
According to the Wall Street Journal, recent disruptions in global supply chains have resulted in increased prices and spikes in canceled orders, forcing businesses to make substantial changes in the way they communicate with customers. However, the public doesn’t always understand supply chain challenges from an entrepreneur’s perspective; they’re anxious because the cost of food, gas, and other essentials are rising, and then they see consumer goods prices go up as well.
In consumers’ minds, their favorite brands are now part of the problem. This is where PR professionals come in!
The truth is, brands don’t want to raise prices — our goal at EpiLynx is to be affordable and accessible to everyone — but it is the responsibility of PR pros to clearly and effectively communicate this to audiences. Here are some PR tips that can help communication professionals keep client messaging relevant and empathetic (so customers stay on their side, despite supply chain challenges).
3 Ways PR Pros Can Support Clients Experiencing Supply Chain Challenges
Minimize shortages and delays by planning ahead
During times like these, a strong PR offense works as the best defense. By staying proactive, you can reduce many of the problems that supply chain hiccups create for your clients and their customers. Regularly check in with clients to find out what’s in stock and what’s facing delays. Sold-out or waitlisted products make great stories, and learning about them early allows you to craft more effective pitches.
If your client regularly sends products to celebrities or influencers, encourage them to order supplies in bulk. You’ll ensure that you always have what you need on hand, and your clients will save by stocking up. Keep an eye on your sample inventory so you can request more products from your clients when you’re running low. But you have to be flexible — consider pausing your sample sends when supply chain challenges are at their peak.
Expanding shipping options can also help your clients stay ahead as they navigate supply chain challenges. Adding a delayed shipping option can help mitigate the impact of shortages and delays on customers — and if shipping is free or comes with an extra discount, you can leverage that as content for your clients.
Communication with customers is key
A good offense goes a long way, but we must also be ready with defensive tactics. Clear and consistent communication is your best strategy no matter what.
Be honest with your client’s customers when supply chain challenges arise. Since you’ve already built a strong relationship with their audience, use that trust to communicate openly. Now is the time to be completely transparent.
Advise your client’s web team to keep their online store current with banners or prominent messaging that alert consumers when items are running low or back-ordered. In addition, make sure they update their website with accurate shipping and delivery times. Customers always prefer to learn about supply issues before they place their orders.
Refine your message about supply chain challenges and over-communicate with your client’s audience to maintain their trust. Request that your client regularly updates you about out-of-stock items and when customers can expect them to return. Brainstorm with your team about ways to reposition these delays and drum up demand for unavailable products.
Go above and beyond to win customer satisfaction despite supply chain challenges
Take every possible step to win over customers frustrated by shipping delays, out-of-stock items, or rising prices. Prepare thoughtful responses for anyone who reaches out on your client’s social channels, but let your client handle direct customer service. Discuss options like adding a bonus item to delayed orders or covering shipping costs. These small gestures often increase customer loyalty even more than a flawless experience would.
Amidst shrinking inventory and rising prices, direct customer attention towards lower-priced items, bundles, or slow-selling products with lots of inventory. Craft pitches around these items for media outlets or turn them into social media content for a direct link to your client’s audience. This can boost traffic and visibility when top-selling products are out of stock, and create loyal users for each product regardless of supply chain challenges.
Make sure your client knows that dealing with upset customers personally and with empathy is the best path forward. Stick to your press plan, but be mindful of audience sentiment as your client deals with delays and shortages. If complaints are especially high, you might consider doing something to boost morale, like giving away free products or bundles. Your team is on the front line for your clients, so maintaining a happy customer base goes a long way in persevering through supply chain challenges.
Experts predict that some sectors may see improvements in supply chain challenges this year. While these disruptions may be short-lived, you can help your client avoid long-term damage to their brand and reputation by staying proactive and transparent throughout the process.
Disclaimer: The following press release is reposted for informational purposes only from www.prcouture.com. All rights, including text, images, and trademarks, belong to the original publisher ( PR Couture ) or issuing entity. We do not claim ownership of this content and are not responsible for its accuracy or any subsequent use.
