The most effective crisis team is one that has been chosen in advance based on a collection of behaviors and expertise exhibited by members of your organization.
Delivering bad news to your company—especially news as bad as Microsoft’s impending layoffs—is never easy. How can you best communicate this type of news to your company?
It’s an occupational hazard for communicators: It takes years to cultivate a solid reputation, but it could vanish virtually overnight with one boneheaded move by the company. One way to mitigate that possibility may be for PR pros to rethink (and reconfigure) reputation management.
Comcast is currently getting a thorough lambasting after a recording of a terrible customer service call was uploaded to SoundCloud. It certainly won’t help negative public perception of the brand.
Clooney’s public lambasting of a news source that many already regard as untrustworthy is surprising. But his decision to take action and set the facts straight provides an example of how the target of a negative story can fight back against irresponsible journalism—and win.
Companies can avoid ethical lapses in judgment by creating a listening culture that takes their audiences into account.