New Ideas in Marketing
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This gives businesses an opportunity to shape the narrative.

Being late in responding to a communication crisis opens up the issue to be hijacked by other parties via tweets and posts that can damage a brand’s image. Organisations must respond to these situations first and try to diffuse them while shaping the narrative in their favour.

This piece says that brands should manage crises by providing context and a framework. This allows companies to ensure that the company’s communication is being reported and received fully and accurately.

Companies should also proactively provide information regarding the issue rather than avoiding questions that can lead to further speculations. The author contends that creating an issues management plan can help brands effectively tackle communication crisis and reposition themselves in the industry.

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[4 minute read]

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