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January-February 2016

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palletcentral.com PalletCentral • January-February 2016 11 You need to protect your brand and reputation, which is a fundamental quality of every successful organization. A good reputation is what stakeholders believe about, expect from your company, and say about you to others. You may have spent years, if not generations, building a great brand based on your reputation. Then it happens, a fatal accident, attacks by environmental activists, or a major life and property threatening fire – and with the immediacy of social media – you and your team are under the microscopic spotlight, Tweets literally going around the world in seconds. The global PR firm, FleishmanHillard, says successful crisis management requires the experience to understand four fundamental realities: 1) News no longer breaks; it tweets. Today's crisis news moves faster than ever, shortening the timeframe that companies have to respond to little more than a few minutes. 2) The expectations for visible leadership from top companies facing crisis situations are growing every day. To be successful at crisis management, highly regarded companies must do more, and do it faster than ever before. 3) Authentic engagement is critical. As companies respond to crises, they must continue to meet the stakeholder expectations they've set. 4) Every crisis has a specific ARC (refer to sidebar), as does the resulting news coverage and social media conversations. As noted, every crisis situation follows a specific "ARC", which includes the resulting news coverage from the crisis, whether its broadcast media or social media conversations. Remember, luck favors the prepared and the well prepared shouldn't rely on luck. PC Patrick Atagi is vice president, advocacy and external affairs at NWPCA. He may be reached at 703-519-6104 or patagi@palletcentral.com. iStock.com

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