Whenever something happens in the news that impacts your business, either positively or negatively, your company has an opportunity. Today’s marketing department needs to have a real-time mindset to be able to react when news occurs, according to David Meerman Scott, whose latest book, “Real-time Marketing and PR” was just published. Further, because all kinds of things happen unexpectedly, it’s important to have an up-to-date crisis-management plan in place.
To this end, here are five points to help you develop a flexible crisis-management plan because, without the ability to quickly mobilize the appropriate staff and other resources, the crisis can easily escalate. Here are my recommendations:
1. Have listening and/or social media monitoring tools in place. These analytical instruments can provide critical information regarding how prospects, customers and the general public are reacting to and talking about your brands and/or company. It’s important to pay attention when the tone and content of the conversation change. Scott recommends incorporating company data analysis that monitors the combination of social media activity with real-time news and website and other company-related volumes.