Owned channels are valuable in a crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 07, 2021, 2:16 AM UTC

To retain control over messaging during a crisis, it is preferable for businesses to use owned channels like blogs.

Developing a social media crisis management plan allows businesses to enhance outreach efforts, engage consumers via influential channels and control the crisis. PR professionals must collaborate with marketing teams and digital experts to convey a brand's value and develop an internal communication plan.

Create pre-draft updates and terms-of-use policies approved by the legal team and the management, to respond to online crises and steer conversations to the brand’s owned channels. Analyse negative domains and usernames, dark sites with negative brand remarks and targeted ads to foil crises.

By exchanging critical information with employees, brands can prevent them from disclosing inaccurate information and escalating the situation. Determine platforms best for reaching investors, shareholders, customers, and more. Identify high-priority audience depending on the severity of the crisis.

Read the original article

[4 minute read]