3 ways MSNBC optimizes social media to handle crises

The organization’s SVP of communications says that online platforms have become ‘the best vehicle for PR.’ Consider these insights for protecting your organization’s reputation through a range of networks.

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In today’s news cycle, crises can appear—and grow exponentially—within hours.

Social media platforms are behind much of the ramped-up speed. To avoid a communications meltdown that can negatively affect (or permanently destroy) your organization’s reputation, it’s imperative that you’re prepared.

“Every organization should have a crisis plan,” says Errol Cockfield, senior vice president of communications for MSNBC.

However, not all crisis response strategies are created equal. Here are several insights you can glean from Cockfield to perfect your crisis response:

1. Build an effective (and social-friendly) strategy.

Simply having a plan is not enough. Your strategy must address the situation, be directed at the proper audience members and employ the most effective members of your organization who can quell backlash and help rebuild your brand image.

Cockfield says your crisis strategy should contain four key elements:

Learn more from Cockfield at Ragan’s PR & Media Relations Conference at PayPal, April 16-18 in New York City. He will join speakers from Spotify, Reuters, Kroger, National Geographic Foundation and more.

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