General advice on a PR disaster almost hits 1million

As social media continues to prove problematic for organisations with suspect elements within their ranks, Australia’s Chief of Army has secured nigh universal salutes for his authoritative and impassioned new media message on YouTube. Watch it; it’s a triumph of scriptwriting craft, audience awareness, key message insertion and a no-BS delivery (tad wooden if I’m being uber-curmudgeonly). Corporate PRs and executives need to pay attention to how to weave these elements together – and how to harness social media to get the viral share effect – next time they have to front up to handle a social media or PR disaster.

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