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The Changing Landscape of Crisis Management

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The Changing Landscape of Crisis Management

Reputation is undoubtedly an organisation’s most valuable asset. It is what every company is built on. Organisations invest huge resources in establishing their brands in both the marketplace and in the public eye.

It is essential for businesses to have an exact understanding of their audiences and their expectations. Building relationships with stakeholders is central to every company’s success.

As Abraham Lincoln once said, “Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing”.

Your company’s shadow is how people view you. In today’s lightning-fast, hyper-connected world, a crisis can occur in a heartbeat. In the current media landscape of twitter feeds, YouTube hits and email alerts a company’s name can be demolished in minutes.

Social media allows consumer opinions to spread far and wide in a matter of moments. It gives any one individual the power to influence public opinion with a single blog post or twitter comment.

An effective crisis communications plan should be a key element of every company’s business strategy.

The reaction time in managing a crisis is a huge component in damage control. Any delay in response will hamper the company’s attempt at resolving the crisis.

The role social media plays in a PR crisis:

bloggers are less predictable than journalists – bloggers express opinion, whereas journalists aim to report objectively
● journalists scan social media sites for newsworthy stories
● increase in client discontent
● competitors become thought leaders
● a crisis can evolve much quicker over a social media site than in print media

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