Thursday Three: Responding to negative publicity, increasing Facebook engagement and creating a crisis communications plan
Nov 29, 2018
Each week on The Thursday Three with Pushkin PR we share three news stories that captivated our attention during the week ranging from public relations and social media trend updates to relevant news in the industries we serve including healthcare, nonprofits, government and festival clients.
Public Relations: Responding to Negative Publicity
We often are approached by new clients who have recently received negative or critical media coverage. While the nature of PR means that you can never be exactly sure how a journalist will cover your story, there are steps you can take to minimize the fallout when a less-than-ideal piece of coverage is published.
This blog offers several excellent strategies for deciding how to respond to negative media coverage and ensuring that you don’t escalate the situation. One of the best tips in this article is to remove emotion from your evaluation of the coverage. We know this can be tricky when it feels like your livelihood and passion are being attacked. However, once emotion is removed from the situation we find our clients are able to see that negative coverage isn’t always as bad as it might seem at first and they are more likely to identify opportunities to strategically address the coverage.
Social Media: Posts that Increase Facebook Engagement
It’s hard to believe that it has almost been a year since Facebook changed their algorithm to prioritize content from friends and family ahead of content from business pages. Now more than ever, it’s important for brands to focus on developing Facebook content that encourages engagement to help them rank higher in their target audience’s newsfeeds.
Figuring out how to write posts that drive engagement requires a little bit of research upfront to see what type of content has generated engagement on your page in the past. It’s also a good idea to take a peek at what is working for your competitors. Armed with this knowledge, you’re read to start drafting posts. This blog offers several creative ways to drum up engagement and ensure your content is seen by your customers.
Crisis Communications: Creating a Crisis Plan
We love working with our crisis communications clients but far too often we see clients coming to us in the midst of a crisis with no prepared plan. The old adage, “the best defense is a good offense” always holds true. While we can help you manage a crisis in the moment, it’s always best to have a plan in place before a crisis arises to ensure damage to your brand’s reputation is as minimal as possible.
The closing of the year and the start of 2019 is a great time to step back and put a plan on paper to address any kind of crisis your company may face. This article offers a few ways you can get started immediately including building goodwill for your brand right now and creating a multi-layered plan you can turn to if a situation comes up. Don’t forget to distribute the plan to all relevant stakeholders and talk through how to use it in case of emergency.
Caty Carrico is an award-winning social media strategist and public relations practitioner at Pushkin Public Relations, a Denver-based PR firm. Her expertise lies in helping brands identify their distinct social media persona and crafting communications strategies that engage target audiences. In her spare time, she can be found eating her way through Denver's restaurant scene or working on her latest DIY project.