I've been reading a lot of Peter Sandman lately and am a huge fan of his Risk = Hazard + Outrage principle. I especially like the way he separates risk communication issues into logical, strategic categories: High Hazard/High Outrage (Crisis Communication), High Hazard/Low Outrage (Precaution Advocacy) and Low Hazard/High Outrage (Outrage Management). His theories can be applied effectively to many issues management programs and work particularly well in health-related crisis/risk communications. All of his columns are really worth a good, thorough read.
I was excited to see that Peter's April column addressed rumor management, both online and off. He notes that even the most fringe commentary can look reputable and reach a huge audience, which is something we have seen to be often overwhelming and frightening to clients just getting into the web space. An intensive audit of online conversation about your company and regular monitoring can help familiarize yourself with your most frequent critics/advocates and help you determine where the fringe commentary is. Peter also outlines six major components to dealing with rumors, which I've put below. I recommend reading the rest of his article for more great insight.
Peter Sandman's six tips for rumor response:
1. Repeat the rumor you're rebutting.
2. Be empathetic to those who believe the rumor.
3. Demonstrate that you have taken the rumor seriously.
4. Give evidence that the rumor is false.
5. Discuss any and all evidence that the rumor is true.
6. Promise to stay alert.
1 comments:
It has been overheard recently in certain circles that I may be unable to contain myself when it comes to eating fried egg sandwiches. I have heard that I eat up to 3 or 4 a day in some cases.
I completely understand how some people might believe this information. If I was told this information about someone else I may be inclined to believe it as well if I wasn't presented with evidence to the contrary.
Make no mistake I take this very seriously and hope that you will believe me when I tell you I am way over the whole fried egg sandwich phase. I haven't had one for weeks. I have brought my grocery and all food related receipts in order to show I have not even purchased eggs recently. There will be a panel of my closest colleagues available that will be happy to answer any questions and attest to the validity of my claims here.
When put under scrutiny the only evidence presented that I have been over indulging in fried egg sandwiches is the word of a jilted ex lover. She always called me fat and in fact was the one who MADE me the fried egg sandwiches when I was eating them in the past. I believe that she may have an axe to grind due to the fact I no longer date her or eat her friend egg sandwiches.
I promise to stay alert for any developments with this situation and will take quick action to inform you of any updates.
Thank you.
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