Impact of Media in Managing Brand Reputation in Crisis: The Role of Advertising in Media

Brand reputation crises have become increasingly consequential in the modern media landscape, where information spreads rapidly and public trust can erode within hours of a negative incident. This study examined the impact of media in managing brand reputation during crises, with specific focus on the role of advertising. The study was anchored on the Situational Crisis Communication Theory (SCCT) developed by W. Timothy Coombs, which provides a framework for understanding how organisations deploy communication strategies to protect reputational assets during crisis situations. A descriptive survey design was adopted, targeting marketing professionals, advertising practitioners, and media consumers in selected Nigerian cities. A sample of 150 respondents was selected through purposive sampling, and a structured questionnaire served as the instrument of data collection. Findings revealed that strategic advertising during brand crises significantly influences public perception recovery, with consistent and empathetic media messaging identified as the most effective reputation repair tool. Respondents noted that delayed or poorly framed advertising responses worsened reputational damage. The study concluded that media advertising plays a pivotal role in crisis reputation management when deployed promptly, transparently, and with audience sensitivity. It was recommended that organisations develop pre-emptive crisis communication plans that integrate advertising strategies, and that brand managers collaborate closely with media houses to ensure timely and coordinated messaging during reputational emergencies.

Keywords: Brand reputation, crisis communication, advertising, media management, public perception