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Crisis Advertising: Does It Work?
Paid advertising has a place in crisis communications, but perhaps not the one you think. If it is used properly, it can be an effective part of a much bigger crisis communications strategy.
The public today is a lot smarter than ever and knows that since you are paying for your own ad, you have complete editorial control over its content. Try to avoid making the ad seem self-serving. This is not the place to assign or suggest blame.
Essentially, there are only two reasons for a paid ad in the midst of a crisis: first, as an expression of compassion for those who have been injured, and second, as a source of information (for example, here’s how we’re going to fix the problem or here’s whom to call to file ...
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