pr digital agency bangkok thailand

The problem with PR crises today

Fake news can be just as damaging as legitimately bad news. Crises are crises – even when they don’t really seem like they should be. A new consumer behaviour study states that over half of its respondents reported that they visit social media sites at least six times a day. And while social media are ideal platforms for digital marketers to cheaply and efficiently spread key messages about clients, they are also awash with fake news that can have a negatively impact.

 

Online, all the time

 

The 2019 Crisis Impact Report: How Consumers React to a Brand Crisis, which summarises the main messages of 2,000 buyers of all kinds of products, details how misinformation remains at scourge in the information age. The proliferation of social media has led to countess reports, blogs and posts on an endless variety of topics. Unfortunately, this means that untrue information about brands can spread with little notice. Professional crisis teams need to be ready to deftly counteract with facts and stories. Keep in mind that no two crises are identical; sometimes you simply have to go with your gut.

 

Do something; do the right thing

 

Consumers expect that their favourite companies will be first to learn of a problem and first to do something about it. Delay is associated with complicity, embarrassment, uncertainty or other unfortunate outcomes. A tactical delay can seem reasonable, yet often leads to deeper problems and smaller profits. Prudence is called for, but so is direct action and a consistent message spread far and wide, so as to limit any negative fallout from unwanted news. That being said, happily though, there’s enough information out there these days that things tend to be forgotten: the report emphasises how stories with negative news decrease by 70 per cent within four months after the bad news breaks. Happily enough, part of a successful strategy for rehabilitation a reputation is thus simply waiting out the clock without acerbating the situation.

 

Key moments for core messages

 

The thing about crises is that they are also windows of opportunity. Reinvention and refocusing on core principles is always a good idea, even in the good times, lest companies become overly complacent when rivals are hungrier.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

The science of retail therapy

What mood we’re in affects a lot of things, from the quality of our work to physiological aspects of all kinds, to numerous factors related to what we buy and how much money we’re willing to part with when caught up in the passion of the moment. Throwing caution to the wind financially when we’re in touch with our feelings has been thoroughly analyzed in a new report, the first of its kind.

 

Biometrics for public relations

 

The study of 900 people confirm how our purchasing decisions are affected by times when we get caught up in of elation, sadness, or the need to escape. Outlets are needed. When people reach out with their heart, they have an increased likelihood of finding their wallet. Sales of all the products tracked in the study experienced a surge of some kind. Everything from household cleaning products to snacks like potato crisps and even motor vehicles showed significant connections between emotions, brand value and content. While feelings of sadness were found to boost food and beverage sales over 15 per cent of the time, emotions involving some aversion or disgust boosted sales of detergents and related cleaning products by over 10 per cent, while cars benefited from feelings associated with adventure.

 

A boon for marketers

 

Neuroanalytical lab research tested and found strong associations between a chase scene in one TV show and signage for an all-terrain vehicle, and another fictional scene involving a tender moment between a mother and child. The adage “you are what you read” checks out in terms of the content we take in related to purchasing decisions. Advertisers would do well to take note and, with new confidence, place their products in places where they’ll always thought to have maximum effect.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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blog 051 pr bangkok digital marketing agency thailand

Social media followings don’t mean influence.

The simplistic philosophy that large numbers of social media followers mean high levels of engagement and influence no longer carries weight. The easy accessibility of automated algorithms means that even those starting from scratch can boast of thousands of Twitter or Instagram followers within just a few weeks. While the numbers may look good on rate cards, there is nothing in these stats that demonstrate any sort of targeted, relevant or sophisticated reach.

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