Is Your Organization Part Of The Story?

Think back to the most surprising or noteworthy business news stories of the last six months. Where did you come across the headlines? If you “heard it first” in a company’s Facebook post, or from a blogger’s tweet, you are intimately aware that the news world is changing. In fact, your organization might even be a new modern-day reporter without even realizing it. How your company shapes or shares news could be a benefit or a bust.

Statistics report that 30% of Americans get their news on Facebook. With the emergence of social media, companies are visible in whole new ways. They have tangible personalities, and in many cases, we rely on them to get the latest news about their industry. For instance, your favorite food magazine may be the go-to resource for recipes as well as the latest updates on the controversial use of high fructose corn syrup as an ingredient in popular brands. More than anything, we look to these companies for expert insight and context as to how we should feel about a new story. Is this a good thing? Is it something that we should be concerned about? What next steps should we take? The more attention we pay to a brand’s position on a news story, the more powerful a role this company plays in our world.

Now, before you splash news headlines all over your company page – there are a few caveats:

1. Be relevant. Unless you can provide a unique insight or specific context, let that news story pass without your two cents.
2. Pay attention to the news. Sign up for news alerts that matter to your industry, subscribe to the top pubs that your customers read, and do a quick online search every morning for breaking news and headlines that happened overnight.
3. Define your response protocol before you jump on a news story. Every organization should have a game plan on how and when to put out a public opinion. For example:· What should the tone be? (Informative or authoritative?)
   • What is our media vehicle? (Blog post, Tweet or Facebook status?)
   • Should we have one of our executives provide a quote?
   • How long do we stand down on issuing our viewpoints on a hot-button topic with strong stances on both sides? Who is right?
4. Remember this gem: The story can be about you without being about you.
5. While that last tip may sound a tad fuzzy, the reality is you can do both. When your company provides context to a news story, you are helping your audience connect the dots in a helpful and meaningful way. Never throw caution to the wind; this is not, and should never be, about the hard sell – and remember; timing is everything. For instance, if a story breaks about a faulty mechanical issue in a competitors’ automotive company linked to roadside deaths, now is not the time to comment on it with details of your latest sales event.

Here are a few examples of how to contribute to a story, without the self-promotional spotlight:

Story: Massive car seat recall that involves over 300 models

Response from an infant gear and clothing store: Include all the latest links to this breaking news and inform parents how to identify if their seat falls under this recall, and what immediate actions they should take. Follow up with car seat safety tips, including the helpful reminder that local fire departments can always help with proper installation.

Story: Deodorant chemical linked to potential health side effects

Response from a natural beauty care company: Detail the chemicals in question (where else they are found, what they do) and provide information on the alternate solution (natural deodorant) – possibly even provide a link to a competitor that makes an exceptional product. Explain to people why this small shift is so hugely important.

In these instances, it’s clear why these companies cared enough to speak up. They had the industry authority to help their followers – and they didn’t use this opportunity as a sales pitch. If a sale happened after the fact, it could be attributed to this established brand trust and customer loyalty.

Be clear with all of your stakeholders about your position before your company starts communicating it with your audience. Understand your target audience inside and out, and make your organization worthy of being heard. Share the right stories, ask customers for their thoughts, and engage in dialogue. Remember, the companies with the smartest things to say will always be heard over the companies that just talk the loudest.

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