Engaging the public on social media is one of the most effective—and dangerous—ways of handling a brand crisis. It can reach around the world in a heartbeat and it offers you a greater degree of control over your message than traditional media, provided you use it correctly.
Partisanship and policy aside, the campaign trail offers key PR lessons. Whether it’s a presidential hopeful hitting the campaign trail or a new CEO meeting with stakeholders, making a strong first impression is crucial. And perception may trump reality.
Google has prepared a response to antitrust charges from the EU, and it may hold some key lessons for communicators who want to keep employees in the loop while grappling with difficult cases.
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.