5 Smart Ways of Using Digital Media For Effective Issue Management

Issues on a corporate level can threaten to harm the company’s image, people, and stakeholders. Using digital media to effectively manage a crisis can help in rebuilding trust and customer loyalty.

Due to the invasion of the Internet everywhere, the media landscape for crisis management has changed drastically. Though the core principles remain unchanged, it is important to embrace new tactics and strategies to leverage the online media. With the growth of the 24-hour news and networking, news of an issue can spread quickly, at anytime, anywhere in the world. People are constantly using their smartphones and social media to share updates and this can often be a threat to companies facing a crisis.

Every organization must be able to quickly respond to a crisis, as their reputation and credibility gets influenced by how much time they take to react during an issue. Having a robust plan in place set by an issue management company in India is not just crucial, it has become commercially imperative to sustain in a highly competitive and connected world. As per a study in the University of Oxford, companies that recover from a crisis move up 5% of the original stock value. Those who can’t manage to do so, remain unchanged between 5 to 50 days, but their stocks fall down 15% up to a year later.

The following digital tactics will help your organization recover faster from an issue: 1. Develop a Dark Site

This is like an information hub that remains inactive until a crisis hits. Generally, companies create a dark site and keep it ready so when any crisis comes up, they can respond clearly, quickly and effectively. The contents of the site should have relevant and latest information including an online newsroom and emergency response plans or company details. This site will ensure that people don’t seek out information from other non-reliable sources. Once the issue has been resolved, you can take down the site.

2. Have a Response and Seeding Plan Ready

When an issue surfaces, the main people responsible for the communication should be ready with the 5W and 1H – what, where, when, why, who and how. This should be followed with the steps being taken to resolve the problem at hand. Communication should be strategically planned to be shared across traditional, hybrid, owned, and social media. Videos can also be used to communicate as they are more authentic than a written statement.

1. Invest in Paid Search When a crisis emerges, you want to drive people to the dark site rather than other websites. In such cases, paid search can give your crisis management the head start it needs. Usually, people use search engines for information and if used rightly, a paid search can raise the awareness of your response.
2. Focus on Real-Time Engagement Define who should comment and through what platform in the digital world. A direct engagement during crisis management will showcase honesty, openness, and trust, helping you regain your goodwill.
3. Don’t Forget Online Monitoring Organizations must invest in monitoring the conversations online in order to understand the damage and coverage. This helps in evaluating tactics and identifying new opportunities to engage. Companies can also correct the misleading information and be alert about issues before they grow with the right monitoring.

An issue management company in India will ensure there is repetition in your online efforts as people prefer listening to things 3-5 times from different sources and media before they believe in its accuracy. Using effective tips for management will surely help you regain trust and goodwill in the market.

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If you are seeking a Public Relations Firm in India, the author of this article recommends India InfoMedia Pvt. Ltd.

If you want to get perception management services or brand management service in India, the author of this article suggests India InfoMedia.