5 stories to tell before a crisis strikes

We all know how important content development is to companies’ ability to engage their customers and drive marketing efforts and brand loyalty. What isn’t talked about as frequently is the role it can play in blunting attacks on your brand and reputation when crisis hits.

Consistently telling your story across channels allows you to develop brand champions while also creating a treasure trove of stories that you can repurpose during a crisis, to say: “This is who we are and who we have always been.” These stories should be used across channels, including your:

The stories will differ depending upon your industry.

As part of its ongoing content development, an airport, for example, can post videos and blog posts about how its operations and emergency response teams prepare for aircraft accidents. In this post, Heathrow Airport’s “Airside Ian” describes the measures the airport takes to deter birds from taking residence near the airfield. Bird strikes have been a popular topic for news media outlets since the Miracle on the Hudson in 2009.