The Difference Between Proactive and Reactive Messaging for a Social Media Crisis
by All Points Public Relations, September 19, 2017
It’s every company’s worst nightmare – your business is in the news, and not for something good. Maybe it’s the departure of a high-profile executive, an accusation of racism, sexism or homophobia or simply a misunderstanding that escalated quickly. The public eye can turn on you in a flash, and it’s important to have a calm, calculated approach to crises, especially when they occur on or are gaining traction due to social media.
Public perception is everything. The odds that your business will face a massively publicized social media firestorm are slim, but crisis management skills are essential for problems big and small that can affect you in the short term or even permanently. With clients across dozens of industries, we’ve dealt with social media crisis situations all across the board.
In these situations, it’s important to prepare both proactively and reactively. In more detail, a reactive response is what you might use if someone of influence engages with your brand on social media regarding your less-than-perfect health inspection score. At this point, you should decide the reach of the news – you may want to prepare a reactive social media comment, and decide the length to which you want to go to remediate the situation offline.
Remember, in these very public times, the customer is always right – but your best move is to take this communication offline. You should also prepare statements for people within the business themselves, such as servers, cashiers and other hourly employees who might face abrupt, in-person questions from customers and the media. Nobody within the organization should be commenting on social media, except for the appointed “speaker of the house.”
Proactive measures are also essential to social media crisis planning, but may not be necessary to use. You might use a proactive response if you’re facing or anticipate facing a barrage of social media comments. For instance, post and maintain at the top of social media pages statements that clarify, show compassion and educate or inform.
Both proactive and reactive responses give you the opportunity to control the story and the message. Except in cases of an extreme situation, it may not be necessary to take the message outside of the channel on which the interaction first took place – for example, if a Facebook post is igniting commentary, there’s no need to blast out reactionary tweets.
Your reputation is everything – especially in franchising, where individual locations are a reflection of the parent company. Protect yourself by thinking ahead.
A version of this article by All Points PR President Jamie Izaks ran previously in PR News.
Members of All Points PR’s Senior Team Share Learnings from Recent Conferences
by All Points Public Relations, September 11, 2017
As ongoing learning and education is central to the All Points PR mission and values, our team members often attend conferences focused on different facts of the public relations, marketing, social media and franchising mix in order to both grown their own skill sets and to bring key learnings back to benefit the entire team.
Recently, All Points Senior Leads Sydney Thompson and Amy Lecza attended the Ragan PR Writing Conference and the PR News Conference, respectively.
Sydney’s time at the Ragan Conference focused on secrets and best practices to discover a brand’s stories and write compelling copy. During the September seminar, she taught the team some of the best tips and tricks she learned, including the “rule of 39,” which helps to unclog the creative artery during brainstorming by requiring that people tap into new ideas through extended brainstorming time. She also shared some reporter preferences, including the ways that reporters like to be pitched and optimal times for the best response rates.
Amy’s time at the PR News Conference in San Francisco was split between two days – the first day was a Google boot camp and the second day was a social media conference. Centered around SEO tactics, analytics and measurability, the Google boot camp featured impressive speakers from industry-leading organizations including Postmates, Yelp and Google itself. Amy challenged the team to tap into new ways to creatively optimize the content we’re already creating, and shared some ideas about the lesser know benefits of a strong brand SEO strategy. She also discussed the strength of Facebook Live and encouraged the team to begin formulating Facebook Live campaigns for our clients that will boost engagement and solidify social media followings.
This month’s seminar provided our team with inspiring ideas and strategies from a collective pair of conferences that team members attended. We’re already looking forward to implementing them on behalf of our franchise clients!
Stay tuned for October’s seminar!
All Points PR Coordinates Trade Placements for Our Clients
by All Points Public Relations, September 6, 2017
At All Points PR, securing media placements within the trades is just as important as coordinating local and national press. Trade publications are critical for building the reputation of a brand within an individual industry – be it franchising, commercial cleaning or health care – so that it continues to grow as an industry leader.
Working alongside our contacts in industry publications, we rely on stories told from the perspective of industry insiders who have felt firsthand the disruption that comes when a truly innovative franchise brings a new service offering to the market.
Every client has different trade media placement goals, so we consider which publications are the best fits for every brand. From bylines in the cleaning and maintenance sector and home health care industry growth to restaurant expansion in new markets, All Points knows how to find the right niche and tell a story there.
We invite you to explore our Results tab to see the exceptional ways that All Points PR is secured press coverage on all levels – national, local, regional, social media, trade and consumer-facing – for our franchise industry clients. More eyes on your brand equals more franchise leads – a win-win!
Have You Checked Out All Points’ PR Tip of the Month?
by All Points Public Relations, August 15, 2017
According to a Radicati study, the average American worker receives 88 emails per day. That’s a staggering amount of in and outbound messages – especially when you consider how many reporters must receive from PR pros like us. That means that reporters everywhere are getting a constant barrage of pitches, trying to sell them on writing stories for a vast array of individuals and companies.
It’s our job to help our clients’ stories stand out from the noise. All Points PR Account Lead Mackenzie Coopman recently appeared in a video to discuss one of her favorite, most successful pitching methods – the “soft pitch.”
Watch Mackenzie’s video on the All Points PR Facebook page, and be sure to follow along for even more quick tips.
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