The Big ‘So What?’ in Public Relations


The PR News audience—you—are typically an extremely engaged bunch. Communicators are not shy about expressing their opinions and weighing in on the debates of the day. So when we did a spot poll last week on a very hot topic—whether PR execs believe their Twitter accounts are vulnerable in the wake of the hacking of Jeep and Burger King—the response seemed to be, “not really.”

To refresh, Burger King’s Twitter account was hacked and made to appear that the account had been sold to McDonald’s. Burger King shut down the feed and apologized for the unauthorized content. On the plus side, it’s followers increase by nearly 30,000 as a result of the hack.

In Jeep’s case, the account was hacked a day later, and made to appear that it had been sold to Cadillac. Within hours, the account was restored.

Of course, having a Twitter feed hacked is every communicator’s nightmare, and naturally it led to questions about the state of Twitter’s security. Should a corporate account have significantly more security than an individual Twitter user? The consensus is yes.

In our poll, we asked whether communicators are prepared to deal with a hacking.

Fifty-four percent of you said yes—that you have a “strike team” in place that can respond within minutes, including with a contingency communications plan in other channels.

Twenty-five percent of you said that the twin hackings have caused you to re-examine your policies to ensure you’re covered. And 21 percent of the respondents admitted that there are no internal policies—and that needs to change immediately.

All good responses, and the percentages are not unexpected. But the total number of responses was below our usual robust level, which leads to a likely fourth—and unreported—response. Many communicators are not focused on Twitter security, and the twin hackings of last week did not motivate you to some kind of self-examination. Interesting.

Care to chime in?

Follow Tony Silber: @tonysilber

 

 




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

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.