When Viral Attacks: An ALS Assoc. Story
"We did not contribute to the article that you reference," writes Michael Martin, ECFA's director of member services and legal counsel. Martin's response is to Target Marketing's request for comment about the PoliticalEars.com piece.
As for how to direct market a reputation, McKinsey suggests:
1 Action, Not Spin, Builds Reputation. "Even as reputational challenges boost the importance of good PR, companies will struggle if they rely on PR alone with little insight into the root causes of or the facts behind their reputational problems," according to McKinsey.
2. Create an Integrated Response and, Within It, Include an Early Warning System for Executives. The CEO should lead, with everyone from regulatory affairs to marketing and the general counsel to investor relations included in the response.
3. Be Proactive. "Such actions need not take place only in response to reputational concerns; at other times, they help build good will that may provide some degree of cover against future bad news," according to McKinsey.
What options do marketers have when misinformation about them goes viral?
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