Impact of Marketing Communications / Marketing communications

Impact of Marketing Communications

Last Thursday Radian6 had the pleasure of hosting Shel Holtz, principal of Holtz Communication + Technology, for our weekly webinar. The topic of Shel’s presentation was the impact social media is having on internal crisis management.

Shel’s “Crisis Communications Conundrum”

While the fundamental principles of crisis communication remain the same, social media has changed everything.

Shel defined a crisis as an “unexpected event or disclousure that threatens your brand’s ability to do business”. Here the basic definition of what a crisis is, the public’s response to a crisis, and the fundamentals of how to respond to a crisis are unchanged by social media.

Crisis ABCs

Shel outlines the “Crisis ABC’s” in some detail in the webinar but the basics elements of a crisis that brands mustaddress are summarized here:

  1. The public is risk averse.
  2. The public attaches little credibility to business advocates.
  3. The media’s role is based on conflict.
  4. Advocacy groups will exploit your crisis.
  5. Emotion, not logic, is at issue.
  6. Crises are characterized by symbols.

These are the elements that every crisis communications response needs to account for — and these remain true in today’s social media era.

The Fundamentals of Responding

Just as the elements of a crisis have not changed, neither have the fundamentals of a brand’s crisis response. Again, Shel goes into deeper detail in the webinar.

  1. Respond quickly, accurately, and with care.
  2. Be transparent and accessible.
  3. Treat perception as fact.
  4. Acknowledge mistakes.
  5. Tailor messages to address the “angry” party.
  6. Note other side’s concerns.
  7. Make no public confrontation.
  8. Emphasize existing relationships.

The Modern Crisis and Why You Should Be Using Social Media to Respond

While the basic building blocks of a crisis and the fundamentals of a brand’s response have not changed, social media has altered to the way brands need to work through their crises.

The modern crisis has a tendency to erupt with unprecedented speed and people want a steady stream of information. Prior to the social media era, brands could rely on a more predictable news cycle to formulate and communicate their official responses. Communications professionals knew, for example, that they had to release a statement for the 6:00PM news and so they could gather with legal and company executives to wordsmith a response. Today, this isn’t the case.

Shel’s strategies for dealing with the “modern crisis” are to the point, brilliant, and best left to his own words. Check out the Internal Crisis Management & Social Media for his expert advice. And be sure to read our own ebook, All-Star Social Media Crisis Response for Brands.


You might also like

YouTube as an effective marketing tool
YouTube as an effective marketing tool
Top GM marketing exec Bob Lutz on effective communication
Top GM marketing exec Bob Lutz on effective communication
Simple Tools For Effective Communication
Simple Tools For Effective Communication
ADAR - THE MOST EFFECTIVE MARKETING TOOLS IN NOW IN TOWN
ADAR - THE MOST EFFECTIVE MARKETING TOOLS IN NOW IN TOWN

Chimpists again confuse security with marketing

by edsdesk


Civil Defense Logo Dies at 67, and Some Mourn Its Passing

By DAVID W. DUNLAP
Published: December 1, 2006
The stark insignia of civil defense — a C and D forming a red circle in a white triangle on a blue disk — died yesterday after a long eclipse. It was 67 years old and lived in the mind’s eye of anyone who remembers air-raid drills, fallout shelters and metal drums filled with what had to be the stalest biscuits in the world

Jossey-Bass The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause
Book (Jossey-Bass)

Digital Marketing Manager  — Emirates 24/7
Head of the overall Digital Marketing and Communications department. 15. Develop and deliver digital marketing strategies for all clients 16.

Shaker Heights approves new $120000 contract with LiefKarson Public Relations  — The Plain Dealer
The city has two full-time and two part-time employees in its marketing and communications department. Blank, the department's director, earns $90,000 a year, and administrative assistant Kim Golem earns more than $48,000 in full-time roles.

Cengage Learning Customer Message Management: Increasing Marketing's Impact on Selling (American Marketing Association)
Book (Cengage Learning)
Wiley Brief: Make a Bigger Impact by Saying Less
Book (Wiley)
Hewlett Packard SOHO Consumables HP Business Communications Inkjet Paper, Bright White, Letter Size (8.5 x 11), 500 per Ream (20300-0)
Office Product (Hewlett Packard SOHO Consumables)
  • Extra bright white paper enhances the output of color from printer.
  • Special surface fixes ink onto sheet.
  • ColorLok(TM) technology.
  • Ream of 500 Sheets
LAP LAMBERT Academic Publishing Impact of marketing communication strategies on visitors' performance: Marketing Communication Strategies for Service Industries: a Case Study
Book (LAP LAMBERT Academic Publishing)
Online Video: An effective Marketing & Communication Tool
Online Video: An effective Marketing & Communication Tool
marketing communication tools
marketing communication tools