Deploy a team to control messaging in the event of a crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 25, 2019, 9:37 AM UTC

Crises can enhance brand reputation if the approach is authentic and transparent.

This article highlights key points on handling brand crisis discussed at an event. Emily Horn, director of corporate communications at HP recommends assembling a small team to perform risk analysis and determine the worst case scenario early on.

Julie Miller, CCO at Ancestry suggests an early meeting of the leadership to gauge their opinion and bifurcate confidential and public information to reduce communication cycles. Kimpton’s Nina Beizai recommends conducting an accurate analysis of data, which can translate into effective suggestions from a business perspective.

Horn opines that employees should learn about a crisis before customers and be informed of necessary updates. Miller adds that sometimes a company cannot defend itself alone, and therefore, they should partner with public defenders or private advisors.

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[8 minute read]