This Crisis Media Training workshop focuses on the need for successful interaction with the media. After completing our training, your employees will have the skills necessary to confidently and correctly manage media contacts.
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Crisis Training Courses
A Crisis can happen to any
organization, at any time. We specialize in preparing people
to manage a crisis while communicating effectively with
the media. For more information please call or email us.
Every day we see
examples of companies
that have attracted the
media spotlight without
seeking it. For better
or for worse, the story
almost always alters
people's perception of
the company or brand
being featured. With
proper crisis
communications planning,
these situations can be
managed and may even be
transformed into
opportunities to enhance
public image.
That is why every
organization should be
prepared with a crisis
communication plan. If
you don't already have a
crisis communication
plan, you need a crisis
communication plan now,
and if you do have a
crisis communication
plan it may be time to
update your crisis
communication plan by
incorporating social
media tactics.
Toyota is an example of
a company in the media
spotlight right now that
is using social media to
its advantage. While the
company has received
harsh criticism, its
crisis communications
team is clearly at work,
proactively addressing
the automaker's recall
issues.
On the social media
front, Toyota is using
Twitter, YouTube and
Digg to disseminate
information to
customers, address
critics when appropriate
and uphold the brand
image that has been so
finely crafted over the
years.
On Twitter, we see
Toyota issuing official
statements to customers
regarding its
transgressions and
federal penalties. At
the same time, we notice
positive stories
unrelated to the recall
continue to be
disseminated, reminding
customers that the
recall isn't all there
is to say about Toyota,
and it hasn't stopped
the industry giant in
its tracks. Far from it,
the company continues to
make announcements
regarding is racing
sponsorships, the
release of new vehicles
and more. A customer who
decides to follow the
recall situation on
Twitter will get an
infusion of positive
messages along with
facts about Toyota's
recall.
On YouTube, Toyota is
able to deliver its own
crisis communications
message about the recall
without being edited by
the media. Again, the
company puts a positive
spin by emphasizing the
many interesting facets
of this occurrence - the
participation with NASA
and the engineering
perspective.
Digg provides Toyota
with a way to
consolidate all the
outside messages about
the recall for
customers. They have
links to articles in the
electronic media, both
"print" and video. It
also provides an
interactive forum,
where, through Dialogg
LIVE, spokespeople like
Toyota US President Jim
Lentz can address the
day's issues with an
online audience.
While Toyota has
received criticism for
its handling of the
recall, and it remains
to be seen how the issue
will ultimately affect
public opinion, this
case study is one worth
following.
If you'd like more
information about
developing or updating
your organization's
crisis communication
plan, including the use
of social media, turn to
the experts at Priority
Marketing.
Source:
Kim Geary
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