Coping with crises: The importance of speed and empathy
Lena RolandWarc
"Reputation is an element of business continuity" thus it is vitally important for brands to respond "fast but not foolishly" to a corporate crisis. That's the view held by Rod Clayton, executive vice president and co-lead, global issues and crisis, at PR firm Weber Shandwick.
Better still, brands "should be prepared ahead of time" and be ready to respond to consumers with an empathetic tone, he advised Connected World, an MRS conference held in London in July 2015.
The digital world has empowered individuals and groups with...