Crisis management – a lesson from the newswires
I blogged at the start of the week about the changes Google have made and also outlined why I personally didn’t believe that this would hurt PR agencies too much, but in fact argued that it was the newswire companies that would be in a bit more trouble. Knowing that I was going to write that post I contacted some of the larger newswire services for some comment and reassurance.
The results were quite interesting and a good example of the different approaches to crisis management.
Realwire responded in seconds to say thanks for getting in touch, explained the situation and gave me a timeframe as to when I could expect a response. I then received a response on time and was also given the opportunity to speak to someone should I wish.
DWPub (Sourcewire) gave me an explanation and answer to my question as well as providing me a link to a blog with even further information.
PRNewswire told me they were very busy but provided me with a link to an article one of the team had written and asked when I needed some comment by.
So far so good. I’m the MD of a PR agency. I’m concerned and want information to better understand a situation so was pleased with the response I received from these three companies. It is what I would expect should the media be chasing information from any of our clients.
So what about the others? Press Association, Businesswire, Cisionwire* and Marketwire completely ignored me.
Surely we are their target audience? This is one of the biggest developments to hit their market for years, I expected more. I needed reassurance and help to field the questions from my own clients. I genuinely feel they let me down.
That said, I wasn’t surprised by the responses from Realwire, Sourcewire and PRNewswire. These are companies that I respect and was delighted to see they didn’t let me down when I wanted information. Gold stars all round guys.
The others – have probably ensured that they don’t work with us again which at a time when their value is being questioned in the media. Rightly or wrongly I have now formed the opinion that they don’t value our custom or want it, as this is the impression I have been left with. It is worth noting that I haven’t used Sourcewire for a long time, but would more readily consider them now based upon this response.
There are a lot of lessons to be taken from the Google announcements but more importantly, I think it again highlights how important having a crisis management strategy is as part of any communications programme.
Update on 15 August
* Cisionwire contacted me with a response and apology for the delay in responding after they saw this post. I have asked that they post their response in the comments section. Thanks for getting back to me guys.