In a marketing crisis, should you make a statement before you have a good answer?
Tuesday, December 11th, 2007It’s impossible to avoid hearing about the latest crisis in corporate America. Mattel and other toy makers recalling Chinese-made toys tainted with lead paint. U.S. Airlines and other carriers frustrating travelers with record flight delays and cancellations. Patriots were caught cheating. Whole Foods’ CEO blogging under the disguise of an analyst, allegedly to drive down the stock price of its acquisition target, Wild Oats.
When do you think a company should respond to a crisis?
Upon the news of Mattel’s lead paint problems, if you also import products from China and think that many of your products might also be tainted, do you respond immediately or do you wait as long as it takes to be certain? As a marketer in charge of PR, how would you manage the messaging around a crisis? Let me know what you think!
