77% of executives say using just press releases isn’t enough amid crises

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2021, 2:44 AM UTC

For Edelman's recent Connected Crises Study, 900 executives from nine markets, including the UK and the US, were polled to assess their crisis readiness.

The report found that only 46% of executives believe that their companies are well-equipped to deal with crises promptly. Stakeholder activism is expected to be one of the most anticipated future threats, according to 62% of executives. Employee activism and cybersecurity are concerns as well at 62% each.

57% of the executives believe disinformation is the most-anticipated threat. 77% of executives believe communicating only through press releases and scripted responses isn’t enough during crises.

However, only one in three executives are equipped to use other channels for crises communication. Businesses should accept that frequent, unexpected, unanticipated, and disruptive events are the new norm, says Hugh Taggart, global chair of crisis at Edelman.

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