The only U.S. presidential digit we used to care about was the one that might some day enter the code to authorize a nuclear strike. In 2017, we really, really care about the U.S. president’s thumbs: The thumbs used to tap out 140-character bombshells that allow the president to talk directly to 33.7 million followers (at the time of writing, it will be more by the time you read this), which is then amplified by retweets, shares and the news media.
If the president is using technology so effectively to get his message across, it’s even odder that professional communicators faced with fast-moving reputation threats are having to rely on old-school systems and tools.
Technology and crisis plans
Where’s your crisis plan right now? How would you access and activate it at 5 a.m. on a holiday weekend? How would you contact, brief and organize the crisis team?
Technology has a huge impact on the way issues evolve and endanger your business and its reputation.
Take 2017’s most celebrated corporate crisis to date, in a year with many similar examples: the United Airlines fiasco when the airline forcibly removed passenger David Dao from that plane in Chicago on 9 April.
United’s initial limp response was completed overtaken by the spread of videos shot by passengers on their smartphones and the subsequent shares and conversations on social media. When United CEO Oscar Munoz woke up on Monday morning, a small bushfire had turned into a raging inferno.
It is also technology that allows those that would disrupt your business the ability to do so by gathering in virtual communities and galvanizing direct action among thousands, if not millions, of like-minded people. Think NGOs,...
This content is available to IABC members only. To continue reading, log in below.