Saturday, October 29, 2011

It's back to the drawing board for most crisis media trainers

Just take a look at the dramatic Qantas crisis unfolding - live blog updates, instant Twitter feeds through major metropolitans (a la Guardian newspaper). Conventional media training doesn't come close to preparing a business for this kind of situation. (Conventional media strategists would still say it's a good idea to release bad news over a long weekend while no one is watching!) While admittedly most businesses aren't going to be as exposed as Qantas, it's clear businesses need to rethink how they can manage their brand across so many different media channels.
* Forget the idea of buying time - there's none to buy * Worse case scenario planning is critical * Effective media training/planning is brand insurance * Twitter is a mindblowingly powerful media forum * Understand that big businesses like Dell have social media listening command centres (like a situation room) where they monitor social media 24/7. Dell understands there is no such thing as a one-way conversation with customers anymore

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