Category: Crisis & Reputation
The call from a national reporter wrapping up a major story about your client is like a bolt of lightning on the horizon. You know a storm is coming, but you can’t predict how hard it will hit or how much damage it might do.
Traditional media metrics, such as impressions and tonality, fall short in a crisis when there are pressing questions, including:
Armed with consumer insights, you can better align your communications with the business and be an even more strategic partner in a crisis. However, there is work to be done before the lightning strikes.
Jim Pierpoint, senior vice president, brand and marketing research, Bank of America
Pierpoint is a former wire reporter and corporate PR executive who now heads communication research at one of the nation’s largest banking companies.
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