What do consultants who manage image crises do?

With the advent of social networks and the increasing attention to the public and private lives of celebrities, it has become more common for these personalities to stumble, at some point in their careers, into a more or less serious scandal, ending up in what is colloquially referred to as a shit-storm. This is exactly what recently happened to Chiara Ferragni. The media trouble involving the influencer has generated many criticisms and attacks, especially on Instagram, the platform that had contributed the most to her fame. The incident has been widely debated and covered by the media, and it has even been commented on by the Prime Minister Giorgia Meloni. The impression of many is that the controversy may have undermined her public reputation, which until now had been quite positive. This has also put at risk the relationships with the companies she works with. The eyewear multinational Safilo has terminated its collaboration with Ferragni, and according to Repubblica, even Coca-Cola has decided not to create a commercial featuring the influencer.

What Crisis Managers Are For

Recently, Chiara Ferragni has returned to posting content on Instagram, but her silence following the now-famous apology message has not gone unnoticed and has sparked many discussions. More or less long breaks from social media are, not by chance, a fundamental aspect of the behavior pattern that consultants recommend to celebrities during image crises. There are indeed specific professional figures, the so-called crisis managers, who design tailored strategies and measures to minimize the consequences of a media mess, such as the publication of a controversial opinion or the communication error that Chiara Ferragni stumbled upon. For influencers, reputation is a fundamental element: since their careers depend largely on how the public perceives them, careful management of image crises can truly make a difference in the long run. To maintain her grip on the audience and reassure the brands she works with, Ferragni will have to embark on a long but silent journey of rebuilding her reputation. If she doesn't want to lose more contracts and sources of income, the influencer will have to demonstrate that she is still a credible spokesperson. To do this, crisis managers advise addressing the problem quickly, showing sincerity, taking responsibility, and implementing concrete correction measures. These are actions that Ferragni seems to have taken notice of. As early as 2019, the New York Times pointed out that many online celebrity apologies follow recurring patterns. They often contain clichés and phrases like "from the bottom of my heart," "I wish I had known then what I know now," and so on, which foster a perception of good faith similar to what would be communicated face-to-face. Often, these statements begin with a past tense verb to increase the perceived distance from the action for which they are apologizing and conclude with a commitment to improve and learn from mistakes.

Chiara Ferragni's Apology Strategy

Chiara Ferragni apologized just a few days after being fined by the Antitrust for misleading advertising in the context of the now-known campaign for the Balocco pandoro line, in which she gave the impression that the proceeds would go to charity (which was not true). Sharing apologies on social networks, without relying on the slower and more measured channels of press offices, is particularly important: celebrities are aware that they have little time to regain public favor when something puts them in a bad light. In the video where she admits the mistake, Ferragni appears with a very different style than users have learned to know her: both the makeup and the outfit convey a deliberately low profile, to the point that the choice has sparked further discussion. On this occasion, the influencer, announcing that she will donate one million euros to Regina Margherita Hospital, combined apologies with a concrete and impactful media action, just as crisis image managers would suggest. Even staying away from social media for a while is itself a good move. The choice to avoid posting further content in these cases serves to acknowledge - in front of the audience - the seriousness of the situation and to show the collaborating brands that they are oriented towards restoring their name. Brands often seek individuals with an immaculate reputation; compared to a few years ago, they are more cautious in associating themselves with the face of an influencer: the fact that Ferragni, for the Balocco case, is now being investigated for fraud by the Milan prosecutor's office further complicates the resolution strategy of her image crisis.