Taking the sting out of a self-made crisis

Each PR issue has the potential to mutate into a brand damaging crisis. Our research reveals that 2018 saw 15.6% of issues detected on social media being flagged as a high PR risk to the brand’s reputation. Sometimes, it is the brand that is deemed to be at fault for such incidents. A self-made crisis may take the shape of a product recall, outspoken CEOs, or social media misjudgements, and responsibility lands directly in your hands.

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Stop an out-of-hours crisis in its tracks

Maybe it is the start of your vacation, the holiday shut-down period, or perhaps it is just another Friday evening. Whatever the situation, it often means work mobiles are switched off, emails are re-directed, and a skeleton staff are managing the office - and the brand's social media.

Sadly, PR issues do not operate on a schedule. With 4.02 billion internet users world wide, any of of these could create an issue with a single social media post at any moment, regardless of working hours. This means that holidays, weekends, or even the middle of the night can create the perfect conditions for an issue to mutate into a full blown crisis. 

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A legal case study - how to avoid getting bitten by your influencer strategy

As part of our guest blog series from leading legal professionals addressing the often-forgotten legal issues around social media campaigns, here Theodore C. Max, Partner at Sheppard Mullin LLP provides an overview of a recent legal case that highlights the dangers of working with influencers, even if those 'influencers' are your own employees.  

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Will 2019 be the year of Social Media Compliance?

In the first of a guest blog series by leading legal professionals, we look at how social media teams should be working more closely with their legal counterparts in 2019, to avoid making the brand mistakes that could trigger an unnecessary brand crisis. Here Jessica Elliott Cardon, Senior Counsel of Perfumania Holdings, Inc., one of America's largest fragrance retailers, gives her view on what legal issues could trip brands up, especially when it comes to working with influencers or running international ad campaigns.

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