What to do on the web During a PR Crisis

Tips for Getting Online on Side When it's all Going Wrong

By Published on .

Don't...

Assume any crisis is local

Wait for media or consumer calls to prepare a response

Expect the problem to be over after the initial crisis



Do...

Include a search function for your website to allow visitors to quickly research the issue; use your home page to put the message up front

Make content linkable so visitors can share your brand's message.

Include your company's response to a crisis on the FAQ page

Consider allowing consumers to subscribe via RSS to updated content

Immediately inform your call center and prepare staffers to respond

Make sure some, if not all, call-center reps can search the blogosphere

Create a "defensive branding" for consumers searching the issue online

Consider buying related search-advertising keywords (e.g.: "fast food and rats") so they can quickly direct consumers to your side of the story Sources: Nielsen BuzzMetrics, Lexicon Communications, Ben McConnell
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