Executives from APCO Worldwide studied the campaign against Nike and Colin Kaepernick on Twitter and found it wasn’t as widespread or authentic as it seemed at first glance. They conclude that brands should avoid rushing to respond to what appears to be negative social sentiment. Instead, they urge brands to study the elements behind anti-brand content before responding.
The game in Atlanta was supposed to be about football. That product, though, was a bit dull. Instead the real action occurred before the game started, between plays and after final gun sounded. The image game was all about PR, words (even when they were censored) and commercials.
2019 brought new regulations, including one that requires hospitals to post online their standard prices. Unfortunately, the goal of transparency in hospital pricing is still a long way off. There are, though, takeaways that communicators in all fields can learn from this issue.
Healthcare communicators have plenty to worry about, particularly working in a regulated industry where lives are at stake daily. Add to that the upcoming elections, where the Affordable Care Act is a major issue. Speaking of affordable care, questions abound when the story of a school teacher’s $100,000 hospital bill being cut to $800 is raised.
In the fast-paced world of social media, careers can be made or broken in the blink of an eye—sometimes even the click of a button. The latter is the case with former Marriott social media employee Roy Jones, who has been fired for liking a Jan. 9 tweet by a group called Friends of Tibet, which drew the ire of the Chinese government and its supporters on social media.
What will be the main drivers of brand reputation when the Reputation Institute issues its Brand Trakr report next month? CEO activism, handling of fake news and rumors and workplace culture will be among the factors getting heavy play in the report, the Reputation Institute says.
While analysts are scrambling to digest Tuesday’s announcement from Amazon, Berkshire Hathaway and JPMorgan Chase about their new healthcare alliance, the PR perspective, at least at the outset, seems less complicated. It was a tremendous win for the trio of companies in terms of internal and external communications as well as reputation management.
PR pros know the importance of controlling the message. On Tuesday afternoon President Trump went far off script, allowing cameras to roll during an hour-long session where Republican and Democrat lawmakers negotiated about immigration issues, with the president overseeing the proceedings. The gamble worked, as it allowed Trump to appear presidential and in control, countering the image portrayed in a recent book about his administration’s first year. It’s an episode with lessons for communicators.
Uber’s response to its cyber breach crisis has raised more questions than answers, allowing speculation and coverage to increase and brand equity to erode, according to crisis expert Sam Huxley, senior vice president with Washington, D.C.-based agency LEVICK.
As we get ready for Giving Tuesday next week, we found the implications for brands of a Ketchum survey interesting. The survey found nearly half of all consumers are more likely to make holiday purchases from brands they know are donating to disaster relief.