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I’ve probably mentioned a time or two this year that a lot of the work we’ve been doing is crisis communications. As we hit the motherload of all crises—social, health, political, and economics, organizations have had to take a step back and look at how they communicate, both internally and externally.

In some cases, the hard look at messaging has been forced because of some reckoning from customers. In others, it’s been self-motivated to stand up for what the people inside the organization believe, and how they can communicate that without looking like they’re jumping on the bandwagon.

It’s been a crazy time—and I’ve learned a lot about how crisis communications will work in 2021 and beyond, which is our topic du jour.

During the last decade, we’ve all had to figure out how to use social media to build community and engage directly with our customers because that is where they are. Experts, influencers, and marketers have created best practices and, for the most part, they’ve worked across brand, industry, product, and service. This year, though, has thrown a wrench into every best practice, making them outdated as we traverse uncharted waters. At a time when every consumer touchpoint matters more than ever, one public misstep on social media can wreak havoc on a brand’s reputation.

Open any of the social media platforms and you’ll find notices to vote (though today is the last day for that one!), heartwrenching commentary about The Corona, arguments over political views, the organization of protests and marches…all among the social media updates and mentions you create on behalf of your organizations or your clients.

It’s a bit nutty…and it has created an environment where even the most sophisticated of companies are struggling.

Which is what we discuss on this week’s Spin Sucks podcast episode.

Resources Included

• Edelman 2020 COVID-19 Brand Trust Report
• Reputation Risk In the Cyber Age
• Brands at Risk
• Wayfair (not) Trafficking Children
• Spin Sucks Community

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio