| Traditionally companies had at least a day to | | | | provide reassurance with the aim to help build its |
| respond to any crisis situation and still keep face. | | | | reputation. |
| However with the growth of the internet and in | | | | Some companies can be praised for their quick |
| particular the growth of social media, this time has | | | | response for example an international pizza |
| now been reduced to just a couple of hours. | | | | delivery company made a video for reassurance |
| Two companies have recently failed to recognise | | | | in response to some employees being silly with |
| the power of the internet in restoring brand | | | | the cheese topping from their pizzas. A more |
| confidence. The first was major car dealer who | | | | human approach was also demonstrated by the |
| failed to address all its safety issues at once and | | | | second largest retailer in the UK when an ex |
| as a result the negative stories about customers | | | | employee made a video running a riot in store. |
| fearing for their lives as their brake pedals failed | | | | The company responded on You Tube at a |
| has run on and on. | | | | corporate level but also videos were posted from |
| The other was a children's pushchair manufacture | | | | staff members from the same store expressing |
| who announced that some pushchairs were being | | | | their shame and embarrassment at their former |
| recalled in the USA as there were reports of | | | | colleague's actions. |
| children losing their fingers. However the | | | | Getting it right by reacting quickly can even |
| communication in the European markets was that | | | | improve a brands reputation, for example a |
| all was fine and no products needed to be recalled. | | | | major British clothing retailer built a whole |
| This left parents in a state of confusion and | | | | campaign around wrongly charging ladies extra for |
| forums were filled with concerns over safety. | | | | bigger sized bras. They said sorry and turned the |
| There is still this worry that communicating on line | | | | negative into a positive and refunded the |
| will lead to further negativity. However, in this age | | | | difference. An approach like this can often even |
| consumers are crying out for this interaction, | | | | drive up sales or at best retain current |
| relationship and reassurance from brands. Let's | | | | customers. |
| face it we are all increasingly turning to the | | | | Thus in essence consumer conversations can |
| internet to research products before we | | | | make or break the reputation of a brand. If |
| purchase. | | | | companies do not respond to this new evolving |
| Interestingly, the largest UK airline has understood | | | | media vehicle quickly then they are more likely to |
| the benefit of communicating on line and is using | | | | find themselves with a dented reputation which is |
| You Tube as part of its crisis management | | | | beyond repair. |
| strategy. It is showing footage of the CEO to | | | | |