Porter Novelli, brought in to contain the damage in Indiana after the Religious Freedom Restoration Act controversy, has its work cut out.
Likes, retweets, followers, replies and comments are the surest sign of a vibrant social media presence. But what happens when engagement takes a turn for the worse, when a post is met with criticism, when a reply to criticism is met with additional criticism, again and again?
In some ways Sarah Thomas can be seen as a one-size-fits-all response to the league’s PR problems.
Communicators are likely to keep a close eye on how Rolling Stone magazine contains the damage after the publication last weekend retracted its article about a brutal gang rape at a University of Virginia fraternity.
Starbucks and SeaWorld kicked off integrated messaging campaigns in the last month that were based on the most fundamental premise of good PR: Symmetrical (two-way) conversations are preferable to one-way. Both tightly integrated paid media with earned and owned. And both—judging from media and consumer reaction—failed spectacularly.
One Direction is a business venture like any other, and its primary challenge is to communicate to its fans—and internally to its remaining members—that the group will remain relevant in the near term in light of this important defection.