Companies that take time to employ certain strategies increase their chances of bouncing back from highly publicized litigation and winning back the public.
Working with PR agency Strategy XXI Partners, Arizona Chemical developed content in order to make its sustainability report more accessible, shaping the reporting process into editorial nuggets that could be easily conveyed.
Perception of management is usually predicated on C-level executives being able to articulate a compelling vision for their brand or organization. And on PR pros delivering that message.
The key is to use technology as a research and organizational tool, not the end-all, be-all solution. These proven strategies will help PR people strengthen their media efforts by relying a little less on technological shortcuts and a little more on targeted research.
Many early adopters realize that data itself is not particularly valuable without the expertise required to interpret the information, and to identify and select from a variety of scenarios to achieve the optimal outcome.
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.