Unlike Amazon, which began as an online bookstore and moved beyond that singular identity to become an online store for anything you could possibly want to buy—as well as a search engine and entertainment content producer—Twitter has stuck to its initial identity. Being just one thing is dangerous in a marketplace that keeps getting reshaped by advances in technology and changes in consumer habits.
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President Trump’s use of the moniker “Rocket Man” to refer to the leader of North Korea, Kim Jong Un, was purely Trumpian communications. Like or hate the president’s politics (and yesterday’s speech), he has a way of using language that cuts through the clutter and gets people talking about subjects he’s passionate about. That’s similar to what communicators strive to do every day.
Growing up, most of us were encouraged to play well in the sandbox, to share our toys and pay attention in class. Fast forward to now, and imagine your boss telling you to do the same. It would feel patronizing, right? Truth is, we could benefit from those childhood reminders. As the tools at our disposal work across multiple disciplines, it’s become more critical for brands to promote an omni-channel message that will resonate.
As Katie Paine wrote about Bell Pottinger in PR News this past July, “PR counselors long have argued that ethics are critical and apologies, honesty and transparency are the best cures in a crisis. It’s a bit mind-boggling when one of the world’s leading PR firms ignores its own advice.” This was before its recent death spiral.
Brands have to be extremely sensitive about how they show support in times of crisis. It’s all too easy to come across as crass and opportunistic, despite the best of intentions. Airlines, though, are in a unique position when a natural disaster strikes. They can take real, life-changing action.
In the Houston area the priorities are rescue, assistance and recovery. Finger pointing about who’s to blame has started, but properly should come much, much later, if at all. Still, there are PR lessons in the early stages of what looks to be a years-long issue. Here are a few.
“The more things change, the more they stay the same.” In French, “Plus ça change, plus c’est la même chose.” In a rough sense, that aphorism sums up what 24 senior communicators told us in response to the following question: “How can public relations leaders become stronger strategic business advisers as the lines between PR,… Continued
The post PR Pros as Strategic Advisers, and Where It Goes From Here appeared first on PR News Blog.
Earlier this month PR News asked 24 public relations leaders the following question: How can public relations leaders become stronger strategic business advisers as the lines between PR, digital and marketing continue to blur? Their answers demonstrate these leaders feel PR already is a strategic advisor and will remain so regardless how blurry the lines between PR, marketing and advertising become.
We all knew that eventually brands and, in particular, CEOs, would reach a point where they would have to react publicly to a statement or action taken by an unfiltered president who is supremely skilled at lashing out at critics. Senior communications pros, take notice: Your CEO needs you.
A best practice of crisis communications, or any branch of PR, is to avoid making statements to the press that you are unsure about or might be unable to prove later. It’s far better to say you’ll check on the question’s answer and ask the media member when he or she needs an answer. Several recent examples have put this best practice to the test.