Responsive Reading Chapters 6-7

This week we read chapters 6 and 7 in Real-Time Marketing & PR by David Meerman Scott. The two chapters discuss many important social media strategies. The main points discussed are the dos and don’t’s when dealing with a potential crisis, and when we should engage the media.

There is no secret if you have ever watched the news covering a crisis situation that they tend to attack it from every angle. This is how media works. Anytime there is a crisis within an organization there is a need to get your facts in line, and be prepared to give the media something. You should never avoid a situation, lie, or not comment. When dealing with situations you need to be prepared to give the media something.

When you avoid the problem it only gets worse, and leaves room for your organization to be put in an even worse light. With that Chapter 7 does a great job highlighting the importance of building relationships with the media. If you are routinely keeping in touch, and being polite to the media they will often want to help you out. Instead of ruining your image, they might make the decision to try and help your image through their delivery of your message. The media can spin any situation t=in any direction they want just so it will sell. Building relationships is key to handling any situation proactively.

Immediately when reading this I though of a situation a professional friend of mine encountered not too long ago. He was dealing with a crisis situation, the media was asking him for a quote, and his advisor wouldn’t let him say a word. The media took this as the organization being unknowledgeable, and lying about the situation. Immediately reports started coming in that really hurt the program image, until they decided to take responsibility for their actions, and put together a plan of attack which started with telling the media the truth, and what they are doing to fix it.

Always be honest, and never let a situation grow. Put the fire out before it ever starts.