Editor’ s note: This story is taken from Ragan’s new distance-learning portal RaganTraining.com. The site contains more than 200 hours of case studies, video presentations, and interactive courses. For membership information, please click here.
The old days of being able to ignore the armies of trolls beyond the walls of your organization are gone.
“There’s a massive hole in the castle wall, and anyone out there can come in hurt your brand and leave and be OK with it,” says Peter LaMotte, senior vice president and chair of digital practice at LEVICK.
The good news: Brand threats are preventable if you set down a specific plan, review it on a regular basis, and hold your people accountable for it.
LaMotte, who helps organizations weather major crises-and emerge the stronger for it-has these tips for dealing with the storms that every brand has to face at one time or another: