Search engines and crisis comms

At last week’s IABC seminar, I really got ’em fired up in the feedback session with my suggestions on engaging with activist bloggers. Some corporate communicators seemed hamstrung by two factors; legal stipulation not to comment (even to mainstream media which, IMHO, just creates an information vacuum usually filled by pot-shot speculation) and the fear of legitimising online rumours by addressing them. Over at the Cornerstone marcomms blog, they have an interesting, relevant piece about the role of search engines in crisis management or recovery plans, using the case of the rat infestation at the KFC/Taco Bell outlets. Their key message is that your crisis/issues mgmt plans must include the online media environment, and that you should deploy advertising to combat negative search terms; nice one, guys.

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