Views on Reputation/LawFirmsPR.com

Managing Online Reputation For Small Business and Crisis Communications

There's a good article in today's New York Times about managing online reputation. However, it would have been better if the article touched on the role that social media can play in crisis communications, particularly for the most serious kinds of situations like terrorrism, workplace violence, fires, explosions, accidents or contamination from the company's cafeteria. 

With the lightening speed of information moving across the Internet today, social media can actually make or break a company in a crisis. Executives in small businesses needs to focus on the crisis at hand first and foremost. For example, a CEO should be taking actions to ensure people's safety and well-being first and ensuring that his high-level employees are working 24/7 resolving the crisis. That's why it's a good idea to consider relying on an outside professional -- who you already have a business relationship with -- to help you communicate effectively before, during and after a crisis.

One thing small business executives should NOT do is to rely on a so-called social media expert if that is all that person stands for. Management should instead seek to work with a person or company experienced in high-stakes crisis management/communications who also has deep knowledge of social media.

5 Things Law Firms Can Do To Participate in Social Media

Many law firms are notorious for playing "follow the leader" when it comes to taking bold actions regarding public relations, marketing and now social media.

So here are 5 ways a law firm can easily start engaging in social media that can ultimately lead to business:

1- Get all partners signed up on LinkedIn. Start/join LinkedIn specialty groups and begin participating in the many online conversations that can help build relationships. Seek out the firm's alumni as well and invite them to your network.

2-- Sign up for a Twitter account even if you don't yet "Tweet."  Just securing your name for future search engine results will help in the long run.  What's great about Twitter is that it takes just seconds to share useful information with clients and prospects -- and it doesn't even have to be your own. Think "Retweet" to get started. Don't know what to post? Start with key court decisions, new legislation/regulations and news items that are closely aligned with your practice or industries served.

3-- Create a Fan page for your firm on Facebook. This may not be for BigLaw but has great benefits for small firms in smaller cities and suburbs where "community" still matters.

4-- Repurpose your existing blog or start a new blog on a niche subject...then share the permalinks of your best blog posts on LinkedIn, Twitter and Facebook.

5-- Create a YouTube account. Even if you're not ready for prime time, this is a great way to quickly upload video from your best and most recent speaking engagements.

Campbell Soup CEO's Accident A Good Example of Crisis Communications

News that Campbell Soup CEO Douglas R. Conant was injured in a car accident on July 2 should remind companies everywhere that crisis communications plans that can be easily executed by management are a must to show stakeholders that the organization continues to function well in the temporary absence of its leader. 

Here's the official statement: 

Campbell CEO Recuperating After Traffic Accident

Camden, N.J., July 7, 2009-Campbell Soup Company (NYSE: CPB) today announced that its President and Chief Executive Officer, Douglas R. Conant, was injured in an automobile accident in New Jersey on Thursday, July 2, 2009. Mr. Conant was a passenger in the back seat of a vehicle, on his way home from Campbell's headquarters. He is recuperating from surgery performed over the weekend and is expected to be hospitalized for a brief period.

Campbell Chairman Harvey Golub said, "All reports indicate that Doug is doing very well, in good spirits, and progressing toward a full recovery. We believe Doug can continue to lead the company effectively during his recuperation."

Campbell plans to hold its previously scheduled investor meeting in Maxton, N.C. on July 14 and 15, 2009.

It was smart for the company to issue the statement. But it would have been best to issue it a few days earlier particularly since the company had the advantage of a holiday weekend.

During a corporate crisis, false information and rumors fly instantly over the Internet which influence employees, customers, shareholders and other critical audiences. Aside from keeping the media informed, companies need to be positioned to shoot down rumors (online and off) and to be sure to regularly update reporters during the crisis. 

This, of course, reminds us of the Steve Jobs saga, in which the Apple CEO's health problems -- real or rumored --  have wreaked havoc on its stock price. Not every CEO is so closely tied to the success or failure of a company as Steve Jobs but all companies must ensure that the company knows how to act and communicate effectively and quickly when the CEO or other high-ranking executive becomes incapacitated.