Timing Is Everything: The Dos and Don’ts of Launching Client Campaigns During A Tragedy

When preparing to make a client announcement, it’s critical to stay up-to-date on major news headlines leading up to and the day of to ensure it is tastefully done and positioned for optimal positive impact.

Suppose your client’s press release and social media campaign is scheduled for 8 a.m. and there is a national tragedy overnight. Don’t be afraid to pull the release and any scheduled social media posts. Otherwise, you set the brand up to look callous and disengaged. For example, when working in communications for MGM Resorts in Las Vegas during the tragic mass shooting in 2017, it was critical to hold pre-planned social posts and company announcements. Unfortunately, the brands that didn’t pull their posts in time paid the price. One brand received backlash from the community when they posted a lighthearted photo of their mascot in front of the famed “Welcome to Las Vegas Sign,” which was near the tragedy’s location.

Amid a tragedy, it may be beneficial to work with marketers to develop non-self-serving social media posts that offer sympathy for those affected. Also, depending on the severity, give the media time before pitching your company’s story.

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