It seems counter-intuitive - you know "20/20" is about to break a damaging story on your company, and you alert 500 consumers to turn on their tubes? This isn't exactly a
call-all-my-friends-I'm-gonna-be-on-TV situation. But it is an opportunity to cull immediate feedback on an image crisis, according to Strategy One (a research subsidiary of
Daniel J. Edelman, Inc.) and Ntercept Communications.
The two companies have joined forces to launch Crisis IR (Instant Response), a new service designed to help companies build sound strategies for crisis communications. In the
event of a crisis, Strategy One and Ntercept recruit a panel of 500 potentially-affected consumers to view related broadcast coverage of the issue and provide feedback. The panel
completes two surveys - one before the broadcast to gauge preconceptions, and one afterwards to measure the effect of the crisis coverage. Instant access to results should give
clients a leg up on their crisis management. (Ntercept: Joshua King, 202/777-3123; Strategy One: Steve Lombardo, 212/642-7742)