Media Relations and Your Business: 3 Ways to Control Your Message


From Pepsi to McDonald’s, with the advent of social media, it’s become easier than ever to have your message misinterpreted or manipulated. These are just a few basic ways that your business can better control your message, ensuring that you don’t end up as yet another PR case study.

1. Have a Strong Crisis Communications Strategy

The most sure-fire way of controlling your messaging is having a strong crisis communications plan. A little bit of planning goes a long way when the unexpected arises, as was the case with a recent incident on board an American Airlines flight. By taking swift action, the company avoided the large-scale social media fallout. This is in stark contrast to United Airlines, whose seeming lack of proper crisis communications etiquette led to a massive international PR disaster, from which they still have yet to fully recover.


2. Respond on Social Media

Through social media, you can better understand how individuals view your business or brand, and gauge whether or not your message is resonating. While there will occasionally be some people that are never satisfied, you can still gain valuable insight from different individuals. Be sure to be receptive to comments from social media, particularly in the middle of the crisis.


3. Be Consistent with your “Voice”

Whether it’s through press releases, or over social media, consistency is essential in message control. Before launching a wide-scale campaign, be sure to ask yourself: how do I want people to view my business, and what is the general “tone” in my industry? For example, a medical research agency that publishes “clickbait” articles of questionable veracity will likely see brand dilution. In contrast, a brand like Denny’s, well known for being a place most people go to after a hangover, takes on a tone consistent with that image.

Remember: if you don’t take control of your message, someone else will.



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