In addition to rethinking how (and how often) we monitor for potential issues, how we organize to effectively manage crisis situations must also evolve. Issues management expertise is no longer sufficient to succeed in this environment.
From a corporate standpoint, senior managers have turned their attention to ensuring that their company’s strategy and direction is clear and understood. There are now many questions to explore, discuss and debate with regard to employee communications.
The Military Officers Association of America, with more than 380,000 members from every branch of the armed services, needed to put together an advocacy campaign in an effort to repeal proposed budget cuts for military families. And fast.
As PR pros we take a big chunk of our time creating exciting campaigns with a solid strategy that meets our clients’ goals. We pitch our most trusted contacts and strive for A-list media coverage. But even when we do get coverage in the top media outlets in our field the expected traffic does not follow.