With the Internet and social media being widely used as a speedy form of communications, a news story can literally break within seconds online.
This can be a great thing when it comes to positive PR for your business because you can post content and it appears instantaneously in front of a large audience of readers.
But the fact that information can appear within seconds can also be a nightmare if you do not have a crisis management plan in place for your company.
This is where a knowledgeable and competent PR professional, who specializes in Crisis Management PR, can really be of assistance and help you save the reputation of your company.
Mitigating a crisis takes correct and real communication. PRs are finding Facebook, the third most popular website in the U.S., to be a valuable site for mitigating damage. Recent research found that posting public relations information on Facebook during a time of crisis can improve the overall image of the organization that is experiencing the crisis. The study also showed that Facebook posts written in a narrative style were more effective than posts written in a non-narrative format.
Despite the effectiveness of utilizing Facebook to connect with your public(s), true PRs know better than to use social media blindly – a PR pro should do his homework and have a strategy for a Crisis Management plan before it happens.
As not all companies can mitigate damage via narrative stories on Facebook, an experienced Crisis Management PR professional will know how to put a plan in place for your company and implement it quickly in the event that your image in under attack.
For example, a customer could be sitting and eating in a restaurant and have a bad experience. If they immediately vent on Twitter via their mobile device, the comments reach an entire audience with a click of a button. Recently, a disgruntled British Airways customer resorted to buying a promoted tweet to air his grievances with the company, soliciting a cheeky response from competitor Marty St. George, senior vice president of marketing and commercial at JetBlue Airways: