Public Relations/Emerging Issues and Crisis Management
When important news breaks concerning your brand, either positive or negative, it’s imperative that you get a read on whether and how much that news can affect your business so that you can make appropriate adjustments to your strategy and tactics to maximize benefit or minimize harm. Developing a questionnaire that can be used multiple times to help efficiently and economically track public reaction as information spreads and new developments arise allows realignment of your actions accordingly.
Business Needs
Need to understand how breaking news is affecting your brand, and get solid information re: how to devise and then fine-tune strategy and tactics to proactively deal with fallout from that news.
How deeply has knowledge of the issue penetrated the public consciousness? Do they associate your brand with the news? How does that news affect their purchase intent? How does that news affect their feelings about your brand?
Example Questions
- Which of the following recent news stories have you heard about? (Show key news story masked with a few others)
- To the best of your knowledge, which brand is associated with this news?
- Based on what you know or have read, how likely would you be to purchase this brand in the future?
- Based on what you know or have read, how strongly has your opinion of this brand improved or deteriorated?
