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February 25, 2011

Fiske: Your Brand’s ‘Gotcha’ Moment is Only a Tweet Away — PRDaily Op-Ed

PRSA had an op-ed published Feb. 25, 2011, in Ragan's PRDaily. Authored by PRSA Chair and CEO Rosanna Fiske, APR (@Fiskey), the opinion piece explores how the confluence of social media and real-time communications raises the stakes for reputational threats in the digital age.

Your Brand’s ‘Gotcha’ Moment is Only a Tweet Away
Rosanna M. Fiske, APR
Ragan's PRDaily
Published: Feb. 25, 2011

In the annals of executive follies, 2010 likely won’t be remembered kindly.

We were graced with the ill-timed reminder by former BP CEO Tony Hayward that he’d “like [his] life back” in the wake of the Deep Horizon oil spill.

There was a spate of well-publicized spats between Apple’s Steve Jobs and some of the company’s more ardent customers.

And, in an effort to never let a good promotional opportunity pass him by, New York City Mayor Michael Bloomberg urged New Yorkers to “take in a Broadway play” in the immediate aftermath of a crippling snowstorm last December.

Taken separately, these slips of the tongue likely would not amount to much. But, as a whole, they reiterate an age-old reality in executive reputation management—one that’s critical in the digital age: perception matters.

Read the rest of the op-ed here.
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