PR lessons from the Tokyo Olympics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 13, 2021, 1:49 PM UTC

The IOC's in organising the Games underlines valuable lessons in crisis PR.

The organisers failed to convey how they planned to manage the crowds during a pandemic during such a colossal sports event. Along with making onlookers anxious, the IOC left sponsors and media partners disappointed too. IOC's failure to communicate has highlighted the need for accurate and consistent messaging.

Brands must plan for the long run. For instance, the situation in neighbouring China had begun to deteriorate months before the Olympics were postponed in 2020. The organisers should have factored in the pandemic while planning for the event in 2021 as well.

The Olympics did not address long-standing questions about audience participation and its safety policies. Delaying vital information, companies make room for speculation. PR teams must release timely information to audiences to halt damage to brand reputation.

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