November 24, 2017

Helping PR pros make smarter decisions

Radio Roundtable: Proportional Response

Radio Roundtable: Proportional Response

This week, host Jen Zingsheim was joined by co-host Sarah Wurrey, and all three topics had some element of proportional response to them. The two discussed BP’s response to the leak in the Gulf, with a focus on the company’s social media response; the Edison Research study on Twitter awareness vs. usage; and Boeing getting raked over the coals online over a letter sent to an 8 year-old.

Click here to listen to the 30-minute show.

  • First, Jen and Sarah look at BP’s response to the Deepwater Horizon oil leak. Sarah calls out BP for not using social media more aggressively to respond, but Jen feels differently, pointing out that not only are they a part of a Deepwater Coordinated response site that contains multiple social media tools, but that their primary focus should be on getting information out quickly to as many as possible using mainstream media, not responding to individuals on Twitter.
  • Next, the two look at a recent study referenced by both Jason Falls and Valeria Maltoni [ed: Valeria, Jen apologizes for mispronouncing your name for a second time on the show. We’ll have her flogged later.] that reveals that although awareness of Twitter is quite high, usage hovers around seven percent. What, if anything, does this mean for communicators who have adopted the platform and advocate strongly for its use? Sarah states it is but one tool in a communicator’s arsenal, and that she won’t be changing her recommendations to clients anytime soon. Jen agrees, but points out that those who have developed a bit of social media myopia need to keep this in mind when determining when–and how–to respond to Twitterrages/flareups.
  • Finally, a dad decides he doesn’t care for the tone of a form letter from Boeing, and the blogosphere alights with criticisms of the company’s response to an 8 year-old boy, as Shel Holtz highlights in a post. Is there a middle ground between the legalese perceived as necessary and the response a parent would like to see? Probably.
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