The rest of the world learned last week what the PR world has known for some time: The so-called soccer moms of yesteryear now have a strong voice that can sway legislation, product consumption, and corporate and government decision-making.
The power of this group—regardless of whether they work inside or outside the home—cannot be underestimated, and as the political season gets into full swing the public is likely to see more checks and balances offered in real time by the mom blog contingent.
From a crisis communication perspective, the strategy for responding when caught in the crosshairs of mom bloggers is straightforward: Quickly and completely apologize, and change your actions. Anything less will be futile and will simply bring gasoline to the already burning bonfire. And remember to duck, as online conversations always take on a life of their own, even if there’s a heartfelt apology.
Lobbyist Hillary Rosen, herself a mom with an online presence, learned this the hard way when she commented on a CNN program about how presidential candidate Mitt Romney’s wife has “never worked a day in her life.”