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Strategic Communication - the pepper group

Strategic Communication

We’ve all seen it happen, good brands gone bad by what they have said/tweeted/posted publicly. It happens almost instantly, as soon as the ‘post’ button is pressed. Strategic communication is essential when it comes to branding. Without it, things could get messy.

For example, KitchenAid had to do some serious damage control on October 4, 2012 when a member of their Twitter team sent out an offensive tweet about Obama’s deceased grandmother. KitchenAid quickly deleted the tweet, but the damage was done. Handling the crisis quickly and efficiently, KitchenAid was able to maintain some of their dignity and gain a few thousand Twitter followers in the process.

While this is an example of a PR nightmare, KitchenAid had a strategy for dealing with this crisis. Bad things can happen to good brands and good people, but a little bit of planning can go a long way.

Brands should take note of just how serious their social media is. By implementing a strategy that addresses future issues that may present themselves, a brand is better equipped for the future.

Sources:

KitchenAid Twitter Account Sends Offensive Tweet About Obama’s Deceased Grandmother (TWEETS),” The Huffington Post

KitchenAid – Bad Tweets Happen to Good Brands Who Don’t Manage Social Media Risk Properly,” The Marketing Nut

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