We’re all seeing the value of social media as a new set of building blocks for advertising and marketing strategies. Those who are not cultivating this value and embracing these additional venues may not survive in whatever the world of commerce shall be in full economic recovery.
Another use of social media, as a PR tool in a crisis situation, was demonstrated earlier this year by Domino’s Pizza. The analysis of Domino’s response is complete; Domino’s response to the situation was right on target for today’s communications environment. The steps the folks at Domino’s took are truly impressive.
The takeaway from the experience underscores the value of a crisis communications plan for every company. The Domino’s event demonstrates the value not only of social media, but all avenues available, and is a very good exercise in crisis communications.
An article by Amy Jacques, published in the summer issue of PRSA’s publication The Strategist and online at prsa.org, contains a full accounting of Domino’s experience, as told by Tim McIntyre, vice president, communications. I encourage you to take a look at “Domino’s delivers during crisis: The company’s step-by-step response after a vulgar video goes viral.”
--Mike B.
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