Monday, February 13, 2012

The Game Has Changed

It hasn't been all that long ago that if someone accused you of wrong-doing it might take hours or days before some mainstream media outlet would find out and report it.  Which meant you might have hours or days to figure out what to do, what to say, and who will say it.

Now, when something goes wrong, or someone or some group believes something is wrong, it can spread across the country or even around the globe in minutes.

When the Susan G. Komen Breast Cancer Foundation made public the decision to stop funding breast screening exams through Planned Parenthood opponents to the decision immediately responded on Facebook, Twitter, scores of Blogs and almost every other form of social media.

That could have been bad enough, but when the mainstream media picks it up and magnifies the social media outcry, it's hard to ignore and sometimes even harder to overcome.

What's at stake is how fast you can respond and how effective that response is!

You can't hesitate and you can't sit around and debate among your management team what to do and what to say.

A crisis communication plan  -- if this happens this is what we'll do and what we'll say -- is now more important than ever. 

Every organization needs to monitor social media AND mainstream media and do it "as it happens" not once a day.

Then be prepared to respond immediately.

A crisis team and crisis team leader must be prepared, trained and responsible for a quick response, and you must be ready to use all available communication tools to respond -- including Twitter, Facebook, Youtube, your blogs, a crisis web site, and every other social medium that comes along.

This will only work well, if you have already established your presence on all of those social media sites and have a reputation for open, honest and timely communication with all your audiences..

1 comment:

  1. This is spot on, I am the first person to publically slate and bad company or political figure via facebook or twitter and tell people when things are not quite right. I would advise every company or business from large to small to have a presence in the social media and be able to stay on top of the immidiate marketing that happens especially if it is bad press. You must prepare for every eventuality.

    Having a good marketing team must include a social media/on-line marketing expert these days and one who preferable can turn disaster into triumph, just in case you have issues.