Scott Krugman, VP of Communications for the National Retail Federation, discusses how you handle communications when the news is bad and how to use social media to get your message across.
Some of Scott’s VlogViews:
“I think a lot of people get intimidated by new media because they haven’t played with the space yet. And I think the important thing to understand is you have to know when you need to be proactive…I think when you’re proactive in your own initiatives it’s going to help you respond in a crisis.”
“You need to treat bloggers, at least the legitimate ones, much like we do the mainstream media. It’s ok to engage. It’s ok to pitch. It’s ok to have the dialogue. And I think once you’ve established that relationship, your message is going to come through.”
“The good news about the blogosphere is that it’s two way communication and because of that you’re going to have plenty of opportunities to get your message out to that space as well…..There is one side of the group that may be out to get you, the good news is, there is another side that’s right out there to defend you.”
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