In each edition of PR News we highlight takeaways from select articles as well as important additions to the PR News Resources Center, available to paid subscribers at: http://www.prnewsonline.com/subscriber-resources/
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Shareholder (pp 1-3): On average, the fifth business day of a crisis is an accurate predictor of the financial markets’ judgment about whether a brand’s share value will rise or fall, according to a new report from Pentland Analytics.
Brands that excel during a crisis find their share value rises 20% on average during the year after the event; brands designated as losers in a crisis can expect value to decline 30%. Social media has amplified both the positive and negative value changes after a crisis. These findings argue in favor of crisis planning and preparation as well as prompt response.
Factors that determine winners include prompt, decisive CEO action, a conspicuous apology and accurate, coordinated communications.
There is a link between cyber crisis and value that is similar to the gains and losses brands experience after other PR crises.
Tools and Tech (pp 4-6): Voice might be the next big wave in business-related technology.
Nike and Silence (pp 7-10): Silence in the face of a PR crisis is advisable in rare instances, but when public safety is in question a prompt response communicated clearly to the public is nearly always dictated.
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