Crisis communications is something every company should consider. Assessing the risks a company is likely to be exposed to is the first step, followed by training in how to handle potential crises if they ever arise.
However, just like the rest of the marketing landscape, the field of crisis communications is constantly changing, and new threats can quickly materialise. Take, for example, Oxfam's recent youtube video campaign against Starbucks. The coffee giant has responded in kind, gaining immediate access to the audience targetted by Oxfam, and refusing to let a medium often seen as suspicious and dangerously uncontrollable be used as a weapon against it. The comments posted by viewers suggest this was a good move: Starbucks have managed to reject any suggestion that they are a faceless corporate, by engaging on a personal level with their audience. I guess it's the online equivalent of calling round interesting parties to explain the situation. Anyway, the debate still rages, so go and have a look here and see what you think.
If you're interested in crisis communications, keep an eye on Crisisblogger,
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