In my last blog entry, I argued the PR crisis BP finds itself in following its precedent-setting offshore oil spill is due in part to having virtually no profile in or contribution to the online conversations taking place about the greatest environmental disaster of the century.
In dna13’s latest white paper, we make the claim that given the power and potential of today’s tools and apps, there’s no reason not to win even the most complex PR battles.
Granted, the multi-channel universe we live in makes it tougher than ever to know where the biggest threat to your reputation may come from. The front page of the dailies? YouTube? Twitter? But the flip-side is that smart organizations are using the same channels to monitor what’s being said about them, establish relationships with key influencers and followers, and adjust strategies along the way to stay on the winning side of their PR battles.
Basic principles of communication don’t change, notwithstanding phenomena like social media. Truly competitive enterprises always know who their audiences are and what they say and think. And they always find creative ways to tap into those conversations, take part in them, and protect and build their brand awareness and value. Social media is just the latest in the ever-evolving selection of channels.
BP may have the market cornered these days on PR disasters, but they’re not the first. Think about Nortel’s woes in the past decade. Our latest white paper describes how former Nortel employee April Dunford combined strategic thinking and social media tactics to regain some of the shine on her company’s tarnished brand. How? Through simple and cost-effective and effective steps – careful monitoring of audiences, sharp analysis of data, and positioning her company as a thought leader even in a sea of setbacks and failures.
Monitoring and participating in social media is no longer an option – it’s a requirement.