I breed basset hounds. Right now there’s a big discussion going on amongst breeders concerning changes to the breed standard made by the British Kennel Club in the wake of a critical documentary, Pedigree Dogs Exposed, broadcast last autumn.
Breeders from around the world have formed a Google Group to discuss things, started a petition, provided cogent feedback to the documentary and started to take action.
Trouble is, they’re not on Twitter yet. And they don’t have a blog.
Use Social Media to Get Your Message Across
I know this might sound like social media preaching but whenever you’re faced with crisis management (and let’s face it, the breed is in crisis when the kennel club steps in to change the breed standard without much discussion with breeders) you need to make the best channels work for you.
Right now that means being on Twitter, promoting news, links to articles as well as getting involved and taking the conversation to new people.
A “save the basset” blog would also be a very sensible strategy as it would provide an online space to dialogue with other breeders as well as the general public.
Pedigree Dogs Exposed left many people questioning the health of basset hounds. Just because someone on the BBC says they’re unhealthy doesn’t mean that’s actually the case. Some of the statistics from the UK that I’ve seen bandied about on the Google Group actually contradict what Jemima Harrison, the maker of Pedigree Dogs Exposed, said. This sort of thing should be discussed in public and the best way of being found on Net and amongst search engines like Google is to blog.
Sticking your head in the sand and hoping the conversation goes away just won’t wash in today’s blog-orientated, Tweeting new media. You have to take the conversation to your audience and engage. By showing how you care through the things you discuss and take up you’ll restore the public’s faith in you.
What’s more, some of the discussion might actually help improve the breed.
Related posts:
- Silence isn’t an Option (Crisis Management)
- A Weblog is Essential for Crisis Management
- Is Caroline Kisko a Liar? A Story of Web 2.0 PR
- The Net versus Traditional Channels
- How Would Your Company Respond to an Attack from the Media?
Jon Buscall - Communications Consultant
I'm an available-for-hire online communications consultant based out of Stockholm, Sweden.
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