In a Crisis? Opinion Research Can Answer Key Questions


Research prior to or early on in a crisis, says Bill Dalbec of APCO Insight, sets a baseline for the enterprise’s image, awareness of the crisis issues, recall of the issues and impact of the issues; research during and after the crisis measures the impact on the enterprise’s reputation and associated business outcomes. Here are some examples from Dalbec of what opinion research can provide:

• Understanding current perceptions and attitudes toward the enterprise;

• Determining awareness of the issues involved;

• Uncovering the language used by stakeholders to help guide development of public messages;

• Evaluating an enterprise’s story line and isolating the most powerful messages in protecting its reputation;

• Identifying emerging issues as the crisis unfolds and how the messaging may need to be refined;

• Connecting the enterprise’s reputation with specific business outcomes such as giving the enterprise the benefit of the doubt in litigation or a crisis situation; and,

• Monitoring any escalation in negative attitudes toward the enterprise, its executives and products or services, and developing appropriate responses to mitigate these negatives.

Read more in PR News.


Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.