Fresh Chat

A few days ago the SMH ran a story about Moose Enterprises (the manafacturer of toxic toy Bindeez) learning about crisis management the hard way.

The article discussed their failed attempt at crisis management which included the CEO not fronting to the media and their use of the press release to manage the crisis.

But what was lacking in the article was an examination of how crisis management plays out in the online world and how a digital crisis management plan is now critical.

In September this year we discussed this very issue when analysing the Mattel Toy Crisis in our online newsletter PR Influences.

Mattel to their credit utilised  a  variety of online techniques to reach consumers such as:

- pay per click/sponsored links to alert consumers about the recall.

- a webcast of the Mattel Chairman apologising for the recall

- recall section of the website with a wealth of information for concerned parents.

Moose Enterprises also eventually put up a recall section within their website with the help of their newly appointed pr agency and came some way to reaching their consumers.

Today your crisis management plans means being both offline and online- ready.