Massage Envy, the spa chain with nearly 1, U. While sexual assault allegations have frequently been in the news since the MeToo movement began Oct.
For communications professionals, the case raises the question: What steps should a brand take when faced with such severe allegations? To Andrew Ricci, a vice gay baseball tumblr at Washington, D. For Ricci, the brand's relative silence is probably indicative of a failure to plan.
When he advises clients on crisis planning, Ricci will first rank the likelihood and impact of different scenarios. Given the nature of Massage Envy's industry, a crisis like this would rank pretty high for both likelihood and impact, and the company should've had a response plan and prepared statement ready to go.
In its blanket media statement, Massage Envy says each of the instances is heartbreaking. And in the BuzzFeed story, the general counsel of Massage Envy Franchising, Melanie Hansen, said the company has policies in place for such matters, compelling franchisees to conduct internal investigations and support customers who come forward.
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If a crisis of this magnitude happens, a brand should be transparent and proactive in showing what steps it's taking to prevent sexual tok incidents from happening in the future.
This is yet one more example of how all brands need to be prepared for allegations of this nature in the wake of the MeToo movement.
Follow Andrew: Follow Jerry: Own the Issue In its blanket media statement, Massage Envy says each of the instances is heartbreaking. Related No related posts.