Brands should always be honest and open, and sound human (as opposed to formal, or using legal jargon) when discussing the crisis publicly. If possible, brands in a crisis should consider creating a quick video from the chief executive officer or head of the organization to make a statement within several hours of the issue going public. Websites and microsites should also be updated as appropriate, and most importantly, brands must ensure they’re keeping employees, key stakeholders, and the consumer consistently updated. When it comes to food defense and social media, it’s all about communication!
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Explore This IssueFebruary/March 2014
Moss is the director for Focus Business Communications. Reach him at firstname.lastname@example.org. Hsieh is director of commercial and industrial marketing for Tyco Integrated Security. Reach him at email@example.com.
Interested In Learning More
About the topics discussed in this article? Go to www.TycoIS.com/social to view the “Social Media Crisis Planning” webinar that directly discusses this important issue.