The Republican Party’s Trump Messaging Strategy – What’s Next?

Branding, Crisis Communications, Uncategorized, , ,

Republican presidential candidate, Donald Trump has set off yet again another media firestorm. The Republican frontrunner has called for all Muslims seeking to enter the United States to be barred from doing so. This came as the focus of the presidential campaign has turned to terrorism after the terror attacks in Paris and San Bernardino, California and what many see as the Obama Administration’s ineffectual response to the war on terror. Polls show anti-Muslim sentiment on the rise in the United States as a result of the attacks. Trump’s Republican rivals many condemned his proposal as have other leading Republicans such as former Vice President Cheney. Florida Congressman David Jolly, a candidate for the United States Senate has called for Trump to withdraw from the presidential race because of his stand. Pundits believe that this stunt will cost both Trump and the Republican Party.

So what should the Republican message be in response to Donald Trump?

  1. Condemn him and his antics once and for all as having no place within the Republican Party. They have become a distraction from serious issues facing the nation.
  2. Refuse to let him participate in the debates. One of the sources of Trump’s success is his access to free media especially the debates.
  3. Have House Speaker Paul Ryan address the nation on the Republican position on the war against terror.
    1. Ryan should point out we are not at war against Muslims but radical Islam in the form of ISIS. In doing so, he should point out how during the Cold War, every President from Truman to Reagan made the point that it was the Soviet system of government not the Russian people that were opposed too. In World War II, Franklin Roosevelt, Winston Churchill, and Dwight Eisenhower made it clear that it was the Axis leadership not the peoples of Japan, Germany, and Italy.
    2. That discriminating against any religion or ethnicity is wrong and goes against not only the values of America but that upon which the Party of Abraham Lincoln was founded.
    3. Explain that this is a war and there will be civilian casualties. It can’t be fought by words but by strong actions and define how Republicans if elected will differ from both Donald Trump and President Obama in prosecuting and winning the war.
    4. Arrange for Republican leaders and figures from the Reagan and the two Bush Administrations along with Tea Party leaders to address the Trump issue and state that his words are an insult to the memory of Ronald Reagan and if Reagan was alive today he would denounce Trump.
    5. Dare Donald Trump to run as an independent if he wants too but let him and the American people know there is no room for him in the Republican Party.
    6. Use humor to belittle him not his followers.

Donald Trump is a showman and also a bully. In some ways he is reminiscent of Joe McCarthy. Attacking him as Republicans have done by treating him as an equal and with seriousness has failed. Rather they should take a page out of their two greatest post-war Presidents – Eisenhower and Reagan. Isolate Trump and use humor at his expense, in doing that and the above mentioned strategy, Trumpamania will disappear and Republicans will be stronger with America at large and it will be their Sister Soulja moment.

Black Friday Branding Blunders

Branding, marketing, Uncategorized, , , , ,

The Friday after Thanksgiving has been branded Black Friday in the public’s consciousness for years as an integral part of the traditional holiday season as the Macy’s Day Parade, Santa Claus, and Thanksgiving. For decades it has signaled the start of the holiday season for retailers with a strong Black Friday signaling strong holiday sales and signs of a robust economy. Consumers have flooded the stores waiting for coveted specials that come but once a year. Retailers have started opening earlier and earlier each year. Now many retailers are open on Thanksgiving Day with some beginning Black Friday sales days and weeks ahead of Thanksgiving. In this day of online shopping many are offering Black Friday discounts online so the consumer can do all of their holiday shopping from the ease of their computer without even leaving home. Plus for those online shoppers who want to wait a bit, there is now Cyber Monday, the Monday after Thanksgiving for the best online deals.

So from a branding point are retailers hurting themselves with the way they have extended Black Friday? The answer is a resounding yes.

First Black Friday was branded as the day for the best holiday sales that happened but once a year that nothing could compete against. Today consumers no longer believe that. Black Friday is not a special event it has become like one of the billboards you pass time and time again and stop paying attention to after a while. The day no longer has meaning to consumers who begin seeing Black Friday advertised days if not weeks before Thanksgiving itself. So the credibility of retailers who claim that Black Friday deals are the best of the year is strained.

Next retailers stood out and enhanced their brand identity with their fabled Black Friday sales. Consumers would brave the elements to show their loyalty to a retailer who offered those exclusive sales, today all the sales seem the same and the retailers all seem the same except for those who differentiate themselves from the crowd.

Yet retailers that opt to do the opposite are building deeper brand loyalty and attracting even more consumers. Consumers today look for more than just the cheapest price, they buy into a brand’s story and its beliefs. REI made headlines when its announced that its stores would be closed on Black Friday. That move directly appealed to its consumers who frequent the store not for its sales and products (although that plays a role) as much as for what the retailer stands for in this world. Likewise Nordstrom garnered media attention by announcing that its stores would not only be closed Thanksgiving but there would be no holiday decorations in the stores until after Thanksgiving. Discount retailers, Marshall’s, T.J. Maxx, and Homegoods have mounted massive advertising campaigns reminding consumers of Thanksgivings long ago and that all of their stores will be closed Thanksgiving. These retailers and others like them stand out to consumers. Consumers are more likely to seek these brands out on Black Friday as they buy into the story that the discounts offered mean something and that the brand itself is more about profits and the bottom line. Additionally, this strategy is likely to develop brand loyalty not only during the holidays but year round.

Black Friday as we know it may be close to disappearing. Yet retailers and brands that are savvy will honor the tradition knowing that it is smart way to stand out from competitors but beyond that build long lasting consumer loyalty.

Starbucks Red Cup Controversy? A Publicity Score!

Branding, , , , , ,

Unless a person has been totally hidden from social media or traditional media, they know that Starbucks has unveiled its Christmas season cup. The cup is plain red with the Starbucks logo emblazoned on it. The company kept it simple with the traditional colors of the season in an effort to foster inclusiveness and diversity it claimed. The reaction has been incredible. Many claiming to be leading Christians blasted the company for omitting traditional holiday messages on the cup as in pervious years or missing the reason of the season. In fact the Starbucks holiday cup has been one of the biggest stories on social media and in traditional media. The Starbucks holiday cup has been of the most frequent searches on Google. Starbucks has emerged as a branding winner in this story.

How were they able to make this controversy a winner for the brand?

First they were very measured in their response to critics. Rather than ignore the controversy or go into full crisis mode, they were nuanced. On their website they reiterated their main point of why they were doing the simple red cup. For millions who buy into the Starbucks’ brand story that response just reinforced their belief in the brands. For others, it was a non-story not pitting Starbucks against its critics. And the media could not make a bigger story of the controversy from the company’s response so the story continued to be the new holiday cup and not Starbucks versus its critics.

With the increased noise over the Starbucks’ holiday cup, the Starbucks website saw increased traffic. Starbucks with this increased traffic in mind put its holiday offerings – Christmas blend and other products front and center on the website. What a great way to advertise!

Long term as I mentioned it reinforced the brand identity to its loyal customers. Consumers expect their brands to tell a story and share their values. Starbucks in this holiday cup saga reinforced the social values that so many of its loyal consumers have come to expect from the company.

Finally, Starbucks reaped millions in free publicity. It was a major story in all of the media. Social media is still several days later abuzz with the story. People who know little about Starbucks and its various holiday offerings now do. All achieved at very little cost to the company.

Starbucks has emerged as a major winner with its holiday cup saga. Other brands can learn from it.

Marketing Is Real Time: Don’t Overlook Social Media

marketing, , , , ,

Social media drives narratives. It is becoming the new way that brands reach consumers. An active social media presence is essential for any brand. Brands do shout outs on Twitter and Facebook when they are referred too. Yet one brand had a missed opportunity – Eveready/Energizer batteries.

In the Republican presidential debate, candidates were asked what their Secret Service code name would be if elected. Former Florida Governor Jeb Bush who has been called low energy by Donald Trump and others said, “Eveready. It’s very high energy, Donald.” Even Trump was forced to laugh.

This was a perfect opportunity for Eveready or its parent company, Energizer to take to social media for the shout out. Instead there was total silence. Energizer has not utilized its Twitter account since August 3rd. Other brands such as Harley, Scott Walker’s choice for a Secret Service name or Duck Dynasty that acknowledged Mike Huckabee’s duck hunter choice also were slow to take to social media.

Brands should remember from this, marketing in this world of social media is 24/7.

Arby’s: A Case Of Crisis Management and Potential Opportunity

Uncategorized, , ,

Sometimes a public relations crisis can also be an opportunity if managed correctly. The fast food chain, Arby’s has been presented with such a situation. But so far, Arby’s has failed to turn a public relations crisis into a gain.

Arby’s has been under attack ever since the story of how one of their employees at a Pembroke Pines, Florida location refused to serve a police officer, because the officer was just that a police officer. Compounding to the crisis, was the Arby’s manager seemed to think the entire episode was funny. The Pembroke Pines Police Department and social media didn’t think the story was funny (don’t forget this comes at a time that law enforcement officers are being gunned down execution style). As soon as the story was reported and hit social media, Arby’s CEO called the Pembroke Pines Police Department to apologize. The company also issued a statement stating that they support local police departments. The company also fired the restaurant manager and suspended the employee indefinitely. Beyond that they did nothing.

Yet Arby’s competitors moved to take advantage of the situation. McDonald’s partnered with a local radio station to deliver bags of pancakes and Egg McMuffins to the department Thursday morning. A Whole Foods store in Pembroke Pines put out a spread of its own, while residents supplied donuts and coffee from a local Dunkin’ Donuts. Yet Arby’s has remained silent.

So what could Arby’s do?

  1. Contact the officer who was denied service and give her a free year’s worth of Arby’s or even a lifetime supply.
  2. Provide Arby’s for everyone at the Pembroke Pines police department.
  3. Team up with law enforcement charities.
  4. Have a national law officer appreciation day at all Arby’s locations nationwide.
  5. Donate to funds set up for family members of fallen law enforcement officers.

Arby’s handled its apology perfectly. Firing the manager and suspending the employee indefinitely (it is hard to see him ever returning) was the proper course. Now to change the narrative and garner some positive public relations it needs to do more. If not, as we have seen Arby’s competitors will continue to capitalize on this incident and the public will be left wondering where does Arby’s really stand in regards to law enforcement.

Deflategate Ruling – Tom Brady & Roger Goodell Need to Score in the Court of Public Opinion

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One can win in the court of law but still lose in the court of public opinion. We have just seen this with New England Quarterback Tom Brady. A federal judge threw out the NFL’s four game suspension of Brady for his involvement in ‘deflategate’ last season during the playoffs. In case you forgot, ‘deflatgate; arose when the New England Patriots used suspiciously underinflated footballs in the American Football Conference (AFC) Championship Game against the Indianapolis Colts in what became known as ‘deflategate’.

The Patriots, Super Bowl Champions and star quarterback, Tom Brady denied any knowledge of the incident. A beleaguered NFL Commissioner Goodell appointed attorney, Theodore Wells to head an investigation into ‘deflategate’. The investigation concluded that it was “more probable than not” that New England Patriots equipment personnel were deliberately circumventing the rules. Further, Brady was implicated as it being more probable than not that he was aware of the deflation.

The judge did not address the issue of whether Brady knew and participated in ‘deflatgate’ but said the collective bargaining agreement between the NFL and the NFL players union did not give Goodell, the authority to suspend Brady. In terms of public relations it was a blow to both Brady and Goodell.

Tom Brady has been one of the most popular NFL players in years. He has been a proven champion. Yet ‘deflatgate’ has tarnished his image. A majority of fans believe despite his denials that he did know and participate in ‘deflategate’ and lied to investigators. The judge’s ruling in his favor does nothing to change that perception.

What should he do to rehabilitate his image?

  1. Address ‘deflategate’ in a press conference in which he answers every question thrown at him until reporters are exhausted.
  2. Adopt some charities to work with and be active with. Just lending his name will not be enough.
  3. Become a role model for new players.
  4. Do an exclusive interview with a Charlie Rose or Oprah that will allow him to show a more human side.
  5. Continue playing like a champion.
  6. Realize that no matter what, ‘deflategate’ will always be a part of his legacy.

For Roger Goodell who in 2014 suffered severe criticism for not being tough enough, today’s ruling is a public relations defeat. Goodell has spent much of this year in trying to restore the integrity of the game. Yet many believe he has been giving suspensions such as he did to Brady with the knowledge that they would be thrown out but with the purpose of looking tough.

So what should Goodell do?

  1. Address the issue that his punishments are not just a public relations ploy but rather an attempt to restore the integrity of the NFL.
  2. Speak out vocally on issues where the public has lost trust in the NFL.
  3. Continue to give out strict punishments against players who violate the rules.
  4. Work on change within the NFL culture from within with players and owners.

Today’s ruling puts Tom Brady back on the field and Roger Goodell on the sidelines. But it also leaves a black-eye for both, and the NFL in terms of public perception.

Why Businesses Should Include A Public Relations Strategy In Their Plans

Public Relations, , , , ,

Less than one percent of small and medium size businesses have a public relations strategy. The challenge is that many businesses simply do not understand what public relations actually is and what it will do for them in terms of business growth and branding. Many business owners and executives equate public relations component with paid advertising. They do not recognize the difference and value of ongoing media coverage which puts them out as thought leaders in their industry that customers will seek out and which is the best way to enhance a business’ brand.

Small and medium size businesses looking to grow and position themselves as leaders should look to public relations and its value in supporting growth. A modest budget combined with an ongoing program will reap consistent rewards. To educate prospects who are not familiar with public relations, I compare public relations activities to mortgage payments. When you carry a mortgage, you make a monthly payment until you own the home. Public relations activities should build awareness and attract attention over time.  These efforts ultimately enhance a business’s reputation and standing in its market.

One of the biggest things businesses seek to determine is ROI for publicity efforts. Media placements, which include articles, story links and video news coverage, need to be utilized and pushed via social media, sent directly to prospects and integrated into sales packages to reinforce branding and enhance business development. Simply gaining media coverage without reusing it is where many businesses fail.

Many small business owners succumb to “shiny object syndrome.” They hear about new marketing tools, strategies and services, and want them even though they have no idea how these services actually work or if they will work. They gravitate to this while public relations and its tremendous value is not prioritized.

Businesses often fail to see how publicity helps generate interest, support salespeople, enhances SEO, creates high quality social media content and positions experts as leaders.

Finally, businesses need to know that publicity is an insurance policy for protecting their brand and reputation. A crisis situation can happen to any business at and given time. If a business crisis hits the media or online, failure to have the ability to respond or properly react could mean the demise of a business. Having a public relations and crisis communications strategy in place when a crisis hits protects brands, businesses, products and people.

As we head into the fall and many businesses think about their marketing pushes, they should also include public relations in their planning.

Thinking About Rebranding? Take A Lesson From The Master Of Rebranding – Richard Nixon

Branding, , ,

Rebranding. Every company does it. From a new look to its logo to an entirely different image, companies do it to stay competitive and fresh. Subway is rebranding after the Jared Fogle case. They and other companies might want to take a page out of the master of rebranding – Richard Nixon.

Richard Nixon is of course remembered for Watergate. Yet he was actually the master of rebranding. Each election there was a new Nixon that the media and public would buy into. And with that new Nixon brand, he was able to overcome some of the best – Earl Warren, Adlai Stevenson, Nelson Rockefeller, Hubert Humphrey, Ronald Reagan, George Romney, and even battle Jack Kennedy to a draw (or based upon who you believe defeat him).

Richard Nixon began his career as a hard-hitting anti-Communist crusader. Adlai Stevenson described him as a “white collar Joe McCarthy”. Dwight Eisenhower used him as vice president as an attack dog and to appease the hard right of the Republican Party. But he was also seen as a fresh and younger face for Republicans in 1952 even though most of the country knew of him for exposing Alger Hiss as a Soviet spy. In marketing his youth he drew a sharp contrast to his two California rivals who also wanted to be on the ticket with Eisenhower – Earl Warren and William Knowland. Key lessons for brands from this – when rebranding something familiar make it appear new and fresh.

During the 1952 campaign, Nixon was caught in the so-called ‘fund crisis’ where it was revealed that wealthy donors had paid for his travel expenses (which was not illegal). The media and Democrats called for Nixon’s removal from the ticket. Eisenhower remained silent on Nixon’s status and suggested Nixon address the nation. So Nixon with the backing of the Republican National Committee went on television (still in its infancy) and revealed his finances, showing that he was like most Americans, a person of modest means, revealing that Eisenhower’s opponent, Adlai Stevenson also had a fund like his, and concluding with a reference to the dog Checkers that his children had received from a backer and he would not return. The public went wild with support of Nixon. Eisenhower was forced to keep Nixon on the ticket and Stevenson was forced to reveal everything about his fund. Overnight, Nixon became the average American compared to the image that many had of Republicans – the rich uncaring businessman. Nixon knew his audience and appealed to it. Any business rebranding needs to know its target audience and how to appeal to it when rebranding.

After Eisenhower was re-elected president in 1956 with Nixon as vice president, many thought Nixon was unelectable in own right in 1960, as he was seen as too mean and that Republicans might need to nominate someone like Nelson Rockefeller. Nixon set out to prove them wrong. He turned down his rhetoric but even more importantly made himself relevant. He interjected himself into attempts to pass a civil rights bill that led many reporters to consider him a statesman. Then there was the famous kitchen debate where he debated Soviet Premier Nikita Khrushchev where he was viewed by many as standing up for America. In 1958, with Eisenhower unwilling to campaign for Republicans, Nixon took up the role and appeared as the good Republican endorsing Republicans of all stripes while his emerging rival, Nelson Rockefeller did everything possible to avoid fellow Republicans. Key lesson from this rebrand – make sure that rebranding is tied into relevancy that will make it appear authentic.

Once nominated in 1960, Nixon faced the charismatic Jack Kennedy who was everything Nixon wasn’t – handsome, rich, elegant, eloquent, and Ivy League educated. In the first Nixon and Kennedy debate, Kennedy was declared the winner and even though Nixon battled back in subsequent debates the media believed Kennedy was a lock. Yet on election day, Nixon battled Kennedy to a basic draw (or if tales of the dead voting in Chicago and Texas are true defeated Kennedy). He did this by appealing to voters as who he really was – one of them, not the son of a rich former ambassador (Kennedy) but the son of a grocer who had worked his entire life. And voters believed him. Brands need to remember to be authentic when rebranding.

After losing to Kennedy in 1960, Nixon also lost the governorship of California in 1962 and famously declared to the media, “you won’t have Dick Nixon to kick around anymore”. The media wrote his political obituary. Yet Nixon began work on his comeback. He did this by making himself available to the media. No reporter was too small nor question too inane for him during his so-called ‘wilderness years’. He appeared open and transparent. He cultivated the image of an elder statesman and in a polarized nation someone solidly in the middle. The media declared a new Nixon yet again. The public believed it allowing him to defeat Nelson Rockefeller, George Romney, and even Ronald Reagan for the 1968 Republican presidential nomination and then liberal giant Hubert Humphrey in the general election. Transparency and openness as shown by this Nixon rebranding are a key component for any rebranding.

Even after Watergate, Nixon continued to rebrand himself and the media and public continued to buy it. He was a mater at rebranding and offers lessons that companies can learn from to this day.

Jared Fogle / Subway Saga: The Crash and Burn of a Spokesperson

Branding, Crisis Communications, , , ,

Jared Fogle has probably eaten his last Subway sandwich for a long time to come. If the restaurant chain has anything to do with it, Fogle will never step foot into another Subway ever again.   Fogle who served as Subway’s public face for 15 years pleaded guilty to child pornography charges. Federal prosecutors said Fogle travelled to have sex acts with at least 14 children. Subway announced it was terminating its relationship with Fogle in a terse statement released on Twitter and Facebook. The Fogle/Subway case shows the dangers of celebrity spokespersons becoming interchangeable with a brand and also on how not to handle a crisis situation.

Jared Fogle shot to fame when his story of losing over 200 pounds went public. Fogle based his weight loss on visiting a Subway restaurant and ordering a low-fat sandwich. From that sandwich on, he dropped more than 200 pounds in about a year while eating Subway’s turkey subs and veggie subs with no mayonnaise and cheese. When Subway learned of his story, he became the face of Subway promoting their healthy alternatives to fast food. His story became the Subway story. Consumers identified with his everyman story and could relate to his weight struggle. Franchise owners reported increased sales when commercials and other promotional material featuring Fogle ran. All told he made over 50 television commercials for the chain. The company hyped him as the perfect family man whose values were those of Subway. To the public, Fogle and Subway were one and the same. Fogle, was known as “Jared from Subway.” His Wikipedia page calls him “the Subway Guy.

On July 7th, that all came crashing down for Fogle and Subway. The FBI, Indiana State Police and the U.S. Postal Service raided Fogle’s home seizing electronic equipment with the clear implication from media reports that he was suspected of being involved in child pornography. A Florida woman came forward and said that Fogle had made remarks to her that were so inappropriate and shocking that she had contacted law enforcement officials. This happened two months after Russell Taylor, the former executive director of the Jared Foundation, which Fogle started to raise awareness to and combat childhood obesity, was arrested on federal child pornography charges. Overnight, Fogle became the punch line for late night comedians with Subway included in the jokes. There was also a sense of public revulsion.

Subway announced it was merely suspending its relationship with Fogle. That was the company’s first mistake. It should have immediately terminated its relationship with Fogle. Whether true or not, there was no way that Fogle could ever again be an effective spokesperson for Subway and the longer the public perceived that Subway was looking to bring him back the more tarnished the brand was. There are three things that a brand or individual never fully recover from – a scandal with animals; a scandal with race; and a scandal with children.

Finally hours before Fogle was due to plead guilty Subway announced via social media, “We no longer have a relationship with Jared and have no further comment.” No expression of sympathy for the 14 victims of Fogle. No expressions of condemnation at Fogle’s actions and the fact that he had lied to the public and Subway when the allegations surfaced. Additionally they referred to Fogle as Jared reinforcing in the public’s mind that longtime association and sense of chumminess with Fogle. That Subway doesn’t even use Fogle’s last name in its post about is a sharp reminder of just how associated with each other the two entities became. Social media has been sharply critical of Subway for its response.

Erasing the image of Jared with Subway will not be easy. After all the two have been associated for 15 years. Yet had Subway terminated its relationship when the investigation began, the company would have been six weeks ahead in rebranding and distancing itself from Fogle. Now they face the worst of both worlds – Fogle is gone and damaged beyond repair; the company must rebrand, and in its handling of the situation came across as curt and uncaring for child victims.

The Fogle/Subway saga is a cautionary tale for any brand that becomes identified with its spokesperson. The brand sinks or swims with that person’s reputation. And in this world of social media, people expect brands to express remorse and regrets during a crisis such as Subway has faced with Fogle.

Internet Vigilantism – The Horrific Murder of Cecil the Lion

Crisis Communications

The senseless and horrific murder of Cecil the Lion has outraged the world. It was a reprehensible act. Walter Palmer, the hunter who killed the beloved lion is the subject of hatred and contempt. There was no justification for what he and his guides did and hopefully there will be some way he can be held accountable and punished legally. Yet Walter Palmer brings up a subject that crisis communications experts are dealing with frequently in this digital age – internet vigilantism.

Internet vigilantism is where people use social media and the internet to publicly shame and humiliate brands or individuals that have done something that is perceived unacceptable. In the case of Palmer this has meant giving out his work address that led to protests outside his office, reviews on Yelp, and even actress Mia Farrow tweeting his home address. As a result of the worldwide outrage, Palmer closed his office and brought down his website and social media pages.

Internet vigilantism creates havoc and is often wrong. Just ask the residents of Steubenville, Ohio. The residents of Steubenville, Ohio, a town that became the target of Internet “hacktivists” following rape charges against two teenage boys, described their community as “destroyed” by online vigilantes pushing for what they considered justice. (The case, later accounts suggested, was far more complicated than bloggers online seemed to realize.) Masked strangers spooked Steubenville children by hiding in their lawn; hackers broke into the Steubenville police chief’s email, then posted a photo of him in a G-string; and an anonymous threat temporarily shut down Steubenville schools.

Another case of internet vigilantism gone wrong was when Adria Richards who was employed by SendGrid, an email delivery company, overheard two men joking during a crowded presentation. Richards was offended by the joke and took a picture of the two men who were making jokes. She tweeted, “Not cool. Jokes about forking repo’s in a sexual way and “big” dongles. Right behind me #pycon.” She also attached a photo of the two men making the jokes. One of the men was fired after her tweet. But then it got interesting, it turned out the men were not joking about sexual matters. Then the internet vigilantes turned not just on Richards but on her employer as well. SendGrid became caught not just in a media firestorm but an online one as well.

Companies like SenGrid find themselves in the crosshairs often not just because of something the company or one of its executives has done but because of actions of employees that the company is often unaware of. A post on Facebook or tweet by an employee of a company can create a pitchfork mentality.

And then there are customers and clients. One dissatisfied consumer can create an internet vigilante crowd for a company. A client who feels that they did not get everything they were entitled too or who could never be sasitified can take to social media creating an internet vigilante mob. More and more we are seeing this crowd take to Yelp and post negative reviews about companies. Yelp does have filters in place to spot fake reviews, but as we are seeing in Palmer’s case it is easy to get pass them. While Palmer did something atrocious, the problem is the next business that is the target of internet vigilantism may not yet reviews on Yelp will affect their business. The problem is that it’s hard to verify the legitimacy of reviews even when the business is a target of internet vigilantism. I know of one company that was the target of this vigilante justice that it had to set up a page on its website just to address the negative Yelp reviews. Often the attacks are so severe that businesses are forced to shut down or relocate.

Internet vigilantism is a phenomenon that is here to stay. With more review sites like Yelp popping up the damage internet vigilantism can cause a business during a crisis is immense and even longer lasting and more damaging then negative media stories. Crisis communications experts are going to have to develop a strategy for it in all future crisis communications plans for clients.