Dyana Koelsch | DK Communications owner
Much has changed from those days when print and broadcast journalists were the gatekeepers, the storytellers and almost exclusively the primary source of information. Today it’s almost impossible not to be bombarded by a fragmented communication landscape where the online world transforms the ways in which we interact, process and share knowledge.
For businesses, that quick access to information is a double-edged sword.
There is the chance to swiftly, inexpensively and accurately communicate with a target audience. From my perspective as a communications expert, it means we can enhance traditional media outreach with a direct online channel that provides a deeper level of content to the public.
On the flip side, reputation management is more challenging. Businesses – even those with a strong record – can find themselves sideswiped by a couple of bad tweets, a Yelp review, or even a doctored photo that makes it online as “fake news.”
In the pre-internet explosion we might have advised clients to sit tight, wait out the news cycle, hope a negative story doesn’t have legs. But now, even if the traditional media doesn’t pick up the story, there is a very real danger that uncorrected misinformation will turn viral.
We advise businesses today to be prepared to present facts to back up all assertions, to check and double check information for accuracy, admit if you made a mistake and strive to be as transparent as possible. All good business practices in general, but absolute necessities in today’s world.