2. Know Your Audience
That said, different people care about different things. Customize your message and the channels
you use to reach each stakeholder group.
Stakeholder
Customers
Investors
What to Look For
Customers are usually most directly affected by a crisis. You need to understand to what extent the crisis has negatively impacted them and how many customers are unhappy.
A crisis can have a negative impact on your company’s stock price.
Find out how the financial community is reacting, taking this into
consideration when you communicate with investors.
Employees
Employees act as representatives, or brand ambassadors, for your company. It’s important to provide them with corporate-approved messaging and monitor their public-facing communication regarding the crisis.
Influencers
“Influencer” has come to designate bloggers, social celebrities, analysts,
and journalists. Among the first two, some might be established advocates for your company, and some detractors. Media intelligence lets you know who is likely to be on your side.
3. Get Your Message Heard
Media intelligence also allows us to find the best ways to amplify our message. Earned, owned,
and paid media each play a unique role in making ourselves heard:
• Earned media: Go to your social media channels to communicate directly to your followers. If
your message affects them, you can count on them sharing it with their community. At this point
journalists may be paying attention to these channels too. If your message resonates, you’ll get
more positive earned media through them.
• Owned media: Your website and emails are both great ways to provide information. Make sure
that the scale of the crisis is reflected by the prominence you give to it on your site. Ask yourself if
it merits a home page banner or just a mention on your company news page.
• Paid media: On social, you can consider whether to replace scheduled paid media (like sponsored
posts on Twitter) and use those slots to address the crisis. Paid media can help you target your crisis communications to the people who are most affected or most vocal in their criticisms.
That said, different people care about different things. Customize your message and the channels
you use to reach each stakeholder group.
Stakeholder
Customers
Investors
What to Look For
Customers are usually most directly affected by a crisis. You need to understand to what extent the crisis has negatively impacted them and how many customers are unhappy.
A crisis can have a negative impact on your company’s stock price.
Find out how the financial community is reacting, taking this into
consideration when you communicate with investors.
Employees
Employees act as representatives, or brand ambassadors, for your company. It’s important to provide them with corporate-approved messaging and monitor their public-facing communication regarding the crisis.
Influencers
“Influencer” has come to designate bloggers, social celebrities, analysts,
and journalists. Among the first two, some might be established advocates for your company, and some detractors. Media intelligence lets you know who is likely to be on your side.
3. Get Your Message Heard
Media intelligence also allows us to find the best ways to amplify our message. Earned, owned,
and paid media each play a unique role in making ourselves heard:
• Earned media: Go to your social media channels to communicate directly to your followers. If
your message affects them, you can count on them sharing it with their community. At this point
journalists may be paying attention to these channels too. If your message resonates, you’ll get
more positive earned media through them.
• Owned media: Your website and emails are both great ways to provide information. Make sure
that the scale of the crisis is reflected by the prominence you give to it on your site. Ask yourself if
it merits a home page banner or just a mention on your company news page.
• Paid media: On social, you can consider whether to replace scheduled paid media (like sponsored
posts on Twitter) and use those slots to address the crisis. Paid media can help you target your crisis communications to the people who are most affected or most vocal in their criticisms.