Crisis Management No Longer Domain of Just PR Agencies

By Ad Age Staff Published on .

As PR agencies have crossed the line into digital marketing, digital agency 360i is now also crossing into PR agency territory with its latest launch: a crisis management practice.

To catch online crises in the making, the agency developed a proprietary technology that automatically monitors online brand buzz and turns media buying and search terms on and off when crises arise. The tool will be part of the broader service, which the shop describes as a "brand reputation management offering that combines social marketing best practices with crisis preparation planning, strategy and social listening."

As 360i officially dabbles in crisis communications, PR agencies that typically handle crises have also spent the past few years investing in digital media buying and content creation. Among those PR agencies are Weber Shandwick, Edelman, Ketchum and Cohn & Wolfe.

It's all part of the merging of services and functions that agencies must now perform, as marketing grows ever more complex thanks to social media and digital publishing.

If you are looking for ideas and partners for how to handle digital media, or crisis management, or PR, Look Book can help.

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