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Reinventing Crisis Communications by Brian Solis

Reinventing Crisis Communications by Brian Solis

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Published by Brian Solis
Conversations related to your brand, company, executives, products, and competitors take place each and every day, without our knowledge and perhaps worse, without our participation.

In the era of the Social Web, a story, and the ensuing public recruitment, rallying, and support, can rapidly spread unlike any crisis wildfire witnessed or experienced in previous generations.
Conversations related to your brand, company, executives, products, and competitors take place each and every day, without our knowledge and perhaps worse, without our participation.

In the era of the Social Web, a story, and the ensuing public recruitment, rallying, and support, can rapidly spread unlike any crisis wildfire witnessed or experienced in previous generations.

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Published by: Brian Solis on Nov 06, 2008
Copyright:Attribution Non-commercial

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07/10/2013

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Reinventing Crisis Communications for the Social Web
By Brian Solis, blogger at  
 and principal of 
PR, Co-author 
SourceBusinesses, individuals, and organizations will, from time to time, make honestmistakes or in some unfortunate cases, intentionally support unethical decisionsto dissuade or conceal something significant from its public.Whether it's an oversight or a matter of deception, savvy companies usuallyemploy and deploy a crises response team to prepare for, manage and attemptto positively spin the potential backlash from customers, partners, andemployees related to almost anything.Crisis communicationsis a branch of PR that is designed to protect and defendan individual, company, or organization, usually from a reactive response, facing
 
a swelling public challenge to its reputation, brand, and community.Throughout the course of history, we've learned that all that's required to ignite anegative firestorm is a spark from a single voice or an organized congregation.
If a conversation takes place on the Web and you're not there to hear or see it,did it really happen? 
More often than not, we miss the very things that provide insight into a futureresponse simply because we're not conditioned or trained to proactively discover and diffuse threats or negative experiences.Our weakness, however, is also our opportunity to manage and also respond toany potentially damaging or menacing public groundswell.Conversations related to your brand, company, executives, products, andcompetitors take place each and every day, without our knowledge and perhapsworse, without our participation.In the era of the Social Web, a story, and the ensuing public recruitment, rallying,and support, can rapidly spread unlike any crisis wildfire witnessed or experienced in previous generations.Social Media is pervasive. At the very least, it is transforming how wecommunicate with each other and also how we discover and share information.As the adoption of Social Tools and applications progresses from the left to theright of the bell curve, Social Media will simply coalesce back to "the Web." But,its migration, exploration, experimentation, and education will only contribute toits significance and resilience and ultimately change behavior and expand theinfrastructure for corporate communications in the process. Regardless of genre,the sum of all social channels today equate to a powerful, influential, and
 
revolutionary archetype for exposing and diffusing public opinion.Perception is formed through the unique, individually-filtered experiences weeach bring to the table. In that regard, our brand, and more specifically, our actions are open to public interpretation, support, and dissection. It’s what yousay about you, what they hear, how they share that story, and how you weavethat insight into future product and service iterations, communications, corporateinfrastructure, and public conversations.The tools and platforms available today are sophisticated, evolved, and designedfor social distribution and redistribution. The Social Web forces a new level of understanding and participation in order for all communications professionals, inaddition to crises response and reputation management teams, to understand itsdynamics and the prevalence of information, positive, neutral, and especiallynegative.To date, crisis communications and reputation management were relegated as areactive response, while the groundwork for a potential predicament and thedevelopment of strategic communiqué is among the best practices for proactivecrisis planning.The traditional crisis communications planning and response workflow:

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