Risk #8: Not Being Proactive
Just like in the real world, the 21st-century Web is littered with stories of companies that responded too slowly to crises. "Getting out in front of a story" is good PR practice that applies online as well.
Corporate blogs and podcasts are a great way to address such situations rapidly. They tend to foster informal and frank conversations, and they're easy to post to and update. Plus, the advantages of the underlying publishing and syndication technology means your message reaches your stakeholders—customers, industry journalists, and so forth—rapidly.
Here's a great example of being proactive from a Canadian company. Hand Maiden Fine Yarn is a wool wholesaler with a strong and loyal following in the large online knitting ...
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