So, one day your company enjoys one of the best reputations in the industry. By the next afternoon, you’re reeling from the hits you’ve taken on social media, and an errant employee has become a cultural icon anti-hero. What’s your public relations response?
If you’re JetBlue, you know that story all too well. But the solution is no easy task. Beyond the usual issues that call for consideration, there’s also a host of new challenges emerging from today’s rapidly changing media environment. While important factors such as legal issues, employee privacy and respect, and customer impacts must be weighed, there’s no longer any window of time. Old tried and true practices are about as current as a DC-3.
In today’s marketplace, social media must be a part of every company’s crisis communication plan. Damage to the bottom line from social media channels is no different than that caused by bad press or other reputational challenges covered in traditional crisis plans. In short, it can be faster and deeper, yet much more insidious.