PRSA-LA Board Member Alan Caldwell was recently featured in Cision’s “Behind the Headlines” series to discuss the critical steps for successful crisis communications, what it means for your brand to be human and how to improve communication through research.
Below is an excerpt from his interview.
What do you see as the biggest communication challenges facing brands today? How can they overcome them?
It is critical for brands to recognize that in this day of social media when almost everyone has a smartphone you have to be authentic in your communications. You have to be who you say you are. With one tweet or post, your credibility can be ruined if you are not the brand you claim to be.
To deal with the increased scrutiny brands face, they need to develop a culture in which their public message is the reality of how they operate their business. For example, you can’t champion diversity publicly and not have a diverse workforce or a culture of inclusiveness.
To read the full interview click here.