One-size-fits-all is great for some things, but it rarely works when managing a PR crisis. Recent evidence is the statement the New England Patriots issued when its owner was caught in a sting operation. Uttering a quick denial of alleged wrongdoing is a bad move unless you can back up your statement with facts. Better to say you’ll wait to comment until more facts are available and move on.
PR crises are winnable, says Hill+Knowlton Strategies’ crisis chief and managing partner Kevin Elliott. In fact, organizations should see crises as opportunities to display their bona fides to the market. He cites research showing brands that manage a PR crisis well can and do improve their market value.
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.
A former chairman of Burson-Marsteller Jim Lindheim takes you inside a PR crisis, where he emphasizes the importance of solving issues within and outside the C-suite and boardroom. His insight into crisis also forms the basis for his recent novel, which he teases here along with excellent crisis-management tips.
Media training normally centers on hitting all the talking points and avoiding topic land mines. What’s missing is an understanding of what goes on after that, when the story lands in the newsroom. This knowledge can help once an interview is over and the expectation for coverage begins. Here are a few tips to improve the experience.
Influencers can be a boon to brands and organizations. They help attract a youthful demographic and provide third-party credibility and authenticity to a company’s narrative. With all these positives, companies can overlook proper vetting of influencers. 5WPR chief Ronn Torossian provides tips on what to look for in an influencer relationship.
There are myriad ways brands can deliver key messages to target audiences. Yet some brands insist on taking a cookie-cutter approach to content creation. Just as the press release is evolving slowly with the addition of immersive material, branded content producers will need to take risks to earn audience engagement.
There always will be a competitor who can woo your best talent with money. Yet businesses that use only monetary incentives to keep top talent can win that battle for a time, but, eventually, they will lose the war. 5WPR founder Ronn Torossian argues employees who share your company’s vision and values are far less likely to depart. Fortunately, communications is key.
The keys to improving your client communications, writes Ryan George, assistant VP of marketing and communications at the wealth management firm 1st Global, are relevance, empathy, specificity and timeliness, or REST. These tips will awaken the messages you send to your target audience.
Google, Samsung and Apple grabbed most of the headlines at CES 2019, which closes later today in Las Vegas. For communicators, though, the annual tech fest centers on spotting trends and learning about cutting-edge messaging platforms. Bell’s social media manager David Wolpert reports on three trends he saw at CES that are relevant to communicators.