As a follow up to my previous post, I think it is imperative that businesses and organisations have a communication channel like a blog in place to respond to a PR crisis as quickly as possible.
You have to plan for this before a crisis happens.
By planning I don’t mean just having the software in place: I mean also having people on your team in or in your organisation who are capable of crafting words in a way that gets your message across.
From a practical point of view, a weblog is ideal for crisis management. It’s role is to:
- put your side of the story forward
- address factual errors
- and engage with what other media / customers are saying.
Tracking what is being said online is getting easier; however, you have to track a variety of sources nowadays including blogs, vlogs, Tweets and Rss. What’s more, you also have to have someone do this for you.
I think the main thing to remember when it comes to crisis management, no matter what size business or organisation you are, is that silence is not an option. You must involve the public. Listen and respond to specific concerns whilst answering in a clear, honest, open manner.
As well as giving the pedigree dog breeding community in the UK a something very serious to think about in terms of the kind of practice they’re involved in this week, to my mind the Pet Dogs Exposed “crisis” revealed just how vital it is for even non-profit clubs to have some kind of channel in place that allows you to respond.
How would you respond to an attack from the media or, on a smaller scale, a disgruntled blogging customer?
Update: Terrierman’s blog is a brilliant example of how new media is forcing the debate into the open. He also chastises the Kennel Club for trotting out a lame press release. Clearly, the Kennel Club need to be talking openly and honestly about what’s going on. Corporate spin is too see through for what it is: dross.
The blogosphere has already picked up on Terrierman’s thought-provoking post. Beverly Cuddy, editor of the outstanding UK dog magazine Dogs Today, has linked to Terrierman, adding weight to his comments. Meanwhile, the Kennel Club are sticking with their very spun approach.
Related posts:
- A Weblog is Essential for Crisis Management
- Silence isn’t an Option (Crisis Management)
- Is Caroline Kisko a Liar? A Story of Web 2.0 PR
- Promote Your Campaign Online
- Your Company Needs a Blog Policy
Jon Buscall - Communications Consultant
I'm an available-for-hire online communications consultant based out of Stockholm, Sweden.
What I do:- Online Marketing and Communications Strategy
- Speaking
- Teaching
- Training
- Write stuff: articles, blogs, brochures, copywriting, presentations, the works!
Contact me today to set up a free consultation to discuss how I can help your business succeed online.
