by Valentina Giacaman Hazboun
Founding Partner at RumboCierto
For a PR firm today, it is much more difficult to try to contain a crisis for a client in a world where everything seems to be transparent and information flows through social networks in less time than previously thought.
Gone are the days when companies thought it was not necessary to communicate. Today clients and users demand to know everything in real time. The same happens with people: an executive could hold a meeting with a politician even privately at his home and this could be leaked within a few hours.
The press and social networks reach seems to have absorbed everything. What’s left? How can we defend ourselves? Is this the end of lobbying as an activity and of print media as an informative tool? Regulation and information transparency seem to be key to preventing hazardous situations.
But one could add a quota of communicational risk management with fundamental aspects in any crisis prevention effort in order for the mix to be the right one. For example, maintaining a proper relationships with journalists covering your business sector, providing them permanently with information, analysis, and access to calls and questions could be a good way to build a relationship with the press.
Not always on-the-record statements about your business are the only way to generate these ties, nor is it always a risk to talk to reporters.
It should be taken into account this new way of communicating journalism has where nothing seems to be private. Going public is essential, so the denial of a situation is impossible.
Another important element is the reaction speed. As well as networks make information viral in seconds, companies must keep up to date information, trained spokespersons and predefined procedures that indicate how to react.
If you are not prepared for leaks, no one will be able to help you, because the beneficiary will always be the press as it has access to information that is attractive for an audience that today is unforgiving with corporate bureaucracy.
Official Website RumboCierto: rumbocierto.cl
Portrait at RumboCierto: Valentina Giacaman Hazboun (People and Stories)
Photo: Valentina Giacaman Hazboun
Image Caption: Valentina Giacaman Hazboun is the founder RumboCierto that operates locally, but with important relationships and global clients.