In the field of crisis public
relations there is an important distinction between issues management and
crisis situations. Issues management involves
assessing and proactively resolving any policy and communications issues that
can negatively affect the public’s perception of a company or an organization.
Crisis PR experts deal with sensitive issues on a daily basis, identifying them
and determining strategic options for moving forward. Crisis situations on the
other hand are different. Unlike issues, crises pose a serious threat to a
company’s reputation as soon as they arise. Crises are by definition
unpredictable events that require an immediate reaction. This is why it is so
important for every organization to have a designated person who could act as
Crisis Manager in the event of an emergency. Knowing the difference
between issues and crisis management is important. In the age of social media
and the 24-hour news cycle, any issue has the potential to escalate to the
level of a cri…
Today, we would like to discuss
a topic that seems to be the source of a lot of questions and confusion among
both, many PR pos and their clients – what the social media release is and how
it is different from the regular news release. Both the traditional news
release and the social media release (SMR) serve a similar purpose – to share
the latest news with company stakeholders - however, they do so in slightly
different ways. The main difference between
the two types of news releases is their target audience. Unlike the traditional
news release, which is focused on conveying an announcement to reporters and
news outlets, the SMR targets the end reader directly. Traditional news releases are
typically written in a formal tone using the so-called inverted pyramid
approach where the most important facts are laid out in the very first
paragraph and additional details are provided in paragraphs below. This is done
in order to make it easier for reporters to quickly absorb the information a…
These days, companies spend lot of time and money to entice customers to "follow" them on social media, but very often, they don't do enough to keep them engaged.
The key to not only retaining, but also growing your customer base is engaging with the most active members of your social communities in order to transform them into brand advocates.
Take the time to respond to comments and questions in a friendly and conversational tone to help spark engagement and dialogue. Additionally, actively responding to reviews, both positive and negative, can help show your appreciation and openness to feedback. Finally, rewarding your brand advocates is a great way to create positive word of mouth that will be shared with their family and friends.
For example: a beauty brand can surprise active followers with a free bottle of their yet-to-be released moisturizer and a card asking them to share their feedback with their brand's official hashtag. The customers will be surprised …