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Erika PopeErika PopePrincipal
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Control?Control?
There’s no such thing.
Instead, be a credible part of the conversation.
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Be (Appropriately) Be (Appropriately) OpportunisticOpportunisticUse topical news as an occasion to get your message out and change the timbre of the coverage.
IMPORTANT: Be sure your message is relevant to the larger conversation and has genuine news value.
Understand that your message may be co-opted in service of the larger story and be okay with that (or don’t disseminate it).
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Short-term Pain…Short-term Pain…
PR 101: Be up front at all times, especially in crisis situations.
The more integrity you demonstrate from the outset, the sooner your reputation will rebound.
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Strike FirstStrike First
In the age of instant information, you must communicate via all available, appropriate avenues.
From a customer service perspective, accounting for the use of mobile devices is paramount.
Bad news is better than no news.