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Communication on the Internet — from Twitter to YouTube, Facebook to MySpace,
even email, blogs and instant messaging — is making corporate crisis management
more critical than ever, especially as it relates to preserving brand equity.
Communication in the Internet era moves more rapidly than ever before, yet the
ramifications of quickly moving and hard-to-control information are often not
well understood by corporate management. The "viral" nature of the Internet can
enable information — both positive and negative — about a company or brand to be
rapidly disseminated to huge numbers of recipients within seconds.
This report that sheds light on the rapidly changing nature of threats on the
Internet and how companies, with Security’s help, can respond strategically.
Specifically, the report:
- Seeks to provide understanding of the newer Internet communication tools:
How are YouTube, Twitter, Facebook, MySpace and other communication formats
different from traditional mass communication media, and what is the possible
impact of those differences?
- Looks at examples of companies that have faced
threats to their brands and how they have responded: What can today's risk
management practitioners learn from these experiences?
- Lists some strategies to prepare and help to mitigate the effects when a
crisis occurs: Existing ways to responding to a crisis don't necessarily
work in the Internet age, but there are ways to counteract and minimize
damage.
- Looks at the broader need for a comprehensive communication and crisis
management plan that incorporates the dynamic nature of the Internet: Laying
the groundwork now puts you in the best position to respond when something
happens.
- Suggests ways a risk management practitioner can be proactive in
communicating risks and possible strategies to senior management and others
in the company: Crisis management is, as always, a team sport, and getting
buy-in from impacted individuals in the company is a top priority.
- Provides additional helpful resources: The threats presented here cannot
be addressed and forgotten. They require ongoing diligence, and there are
resources that can help.
To gain an in-depth understanding of this resource and how you can apply
it, please
click here to view our Tools and Solutions Snapshot videos.
** Note: This resource is
available as a part of the
MSU/SEC Business Continuity Working Group. It is also available at no cost or at a discount to the Council community and strategic
alliance partners based upon their level of involvement. Please contact
Rob West
if you need assistance.
