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Parlez vous en francis? Sprechen Sie Deutsch? No matter what region or vertical you want to grow your profile in, from a PR perspective there are a few best practices you need to consider. Of course, as an agency, Whiteoaks has the skills, experience and resources to help you understand those regions and help your business grow awareness of your brand.

Here’s how we do it:

1. Research your market and media

With over 20 years’ experience in delivering bespoke campaigns for our clients in countries as close as Ireland and as far flung as China and with the support of the Whiteoaks International Network(WIN), we investigate the markets and media landscapes our clients are interested in and make recommendations on where best to target our efforts.

Not only does WIN offer local knowledge, understanding and relationships alongside the flexibility to scale up or scale down requirements based on business need, the network delivers the true Whiteoaks experience with an unwavering commitment to transparency through tailored campaigns consisting of set deliverables, linked to strict performance targets and underpinned by a formal service level agreement.

Utilising PR experts on the ground who have contacts with the right journalists, social media influencers and industry analysts, Whiteoaks never fails to deliver for our clients internationally.

2. Tailor your message and tactics to suit your B2B tech audience in that region

Using our 360PR approach, Whiteoaks quickly establishes a set of consistent key messages to work across each region. As part of a client’s marketing team, our specialist copywriters, develop an intrinsic knowledge of the core technology issues common across a client’s target audience and blend this with local knowledge of what makes for newsworthy content.

Whiteoaks is aware that what will work well in the UK, might be completely off track in another country. For example, stories on the use of technology in discount stores are popular in Germany and the UK but less so in France as discount stores are receiving negative press for how they have seemingly been treating their employees. In Ireland, while technology trade titles are limited and technology news can be difficult to secure in national papers, incorporating jobs announcement in your tech releases are very well received by national media outlets.

3. Measure campaign success

If you want to measure the success of a PR campaign, its crucial to set expectations at the start. As the ROI PR industry leader, Whiteoaks works closely with our clients to build bespoke campaigns that allow us to agree strict performance targets such as coverage volume, social media interaction or web traffic increase. With clear and transparent targets, we aim to go the extra mile for our clients and ensure their international campaigns are successful.

Entering the world stage, doesn’t have to be as difficult as it might first appear. In three simple steps, Whiteoaks working with international media outlets delivers successful B2B tech PR campaigns for our clients. To find out more, why not visit our website and read some of our successful case studies.

The organisations we work with at Whiteoaks have one thing in common – technology is at the heart of their business. It is not surprising, therefore, that many of the conversations we are having with clients focus on the growth in use of artificial intelligence (AI).

Organisations across multiple sectors are harnessing the power of AI — when a machine mimics cognitive functions — to enhance digital transformation and try to get one step ahead of competitors. While the benefits of AI to business are undoubted, the mainstream media has been littered with stories about the potential impact of automation on human jobs.

A recent report from the University of Oxford suggested that in 45 years’ time half of jobs currently filled by humans will have been taken over by an AI system. So no matter what industry you work in, you may well be asking yourself “could a robot do my job?”.

The potential impact of AI on the PR industry has yet to be fully understood, but it is already having an impact on tasks that historically would have been carried out by a human. Systems using complex algorithms have been designed to speed up mundane tasks such as media monitoring, analysing coverage, press release distribution and identifying influencers.

As the above outlines, AI is already making the life of a PR professional easier by improving processes and allowing them more time to concentrate on the more cognitive tasks which, as yet, machines have yet to grasp. It will be many years before an intelligent machine is able to duplicate the creative process involved in writing a compelling thought leadership article, or able to take an active role in a brainstorm session on how to get maximum publicity for a client’s shiny new widget.

So what next? Well if you accept that AI has already helped the PR industry take massive steps forward, the possibilities for further advancements are endless. AI has already had a huge impact on the news industry, analysing vast amounts of data to tailor what stories we read on Facebook and other sites. Imagine if we could harness AI to tailor the content we create to match the interests and beliefs of individual influencers and consumers. With the power of machine learning, a single press release, website blog or even video content could be modified so that it reflects the needs of a specific reader or the requirements of a prospective customer.

There would still be the need for the cognitive power required to create the original content. The intelligent machine would simply enable a PR agency to reach the most influential people and speak to them in a more personal, timely manner. This, in turn, would help clients meet their business goals.

In summary, I believe that the PR industry has nothing to fear from the growth of AI. What we now require is a greater understanding of the technology and how we can harness it to further enhance the services we provide as a B2B Tech PR Agency.

Some call it the cultural hub of the company. To most it’s the Writers’ Block or where the content creators create. So where better to find Whiteoaks’ answer to Mark Kermode and Mariella Frostrup to discover their favourite Christmas film and book? I mean what’s more sophisticated than watching the Muppet Christmas Carol with a glass of Baileys in hand?  Ollie Tim Burton’s Edward Scissorhands may be dressed up in Halloween attire, but I would argue that it’s a festive tale at heart. [SPOILER ALERT] The film concludes with the idea that the white Christmas is caused by the snow which Edward creates when carving ice sculptures. Pretty festive if you ask me. The film explores themes which are relevant today, such as an outsider (Edward) trying to find his way in a strange new culture. Edward – an artificial being – is an unfinished creation, so in a way the film also teaches us that those creative ideas we sometimes leave on the backburner can blossom over time, developing into something fruitful when eventually revisited. Every Christmas I like to remember the story of John Callcott Horsley and his part in developing the first ever Christmas card. A celebrated painter (and inventor of the envelope!). While I’m not entirely certain that ‘JC’ was actually a distant relative, I enjoy the thought of the creative gene being passed down through many generations. Don’t expect an ornately decorated homemade card from me, though – I’ll see you in the queue in Paperchase!   Jordan  If there is a single Christmas film that I watch at least once every year it is The Muppet Christmas Carol. Although it really shouldn’t work on paper, there’s something about this stuffed animal adaptation of the Charles Dickens classic that reignites the festive spirit inside of me and makes me feel five-years-old again. There’s Michael Caine’s performance as Scrooge; the dynamic duo of Gonzo and Rizzo and who could forget the singing vegetables? A shining example of how talking animals can basically make anything better. At Christmas time I tend to find myself flicking through the books I’ve received as gifts, but this year I think I’m going to make the time to revisit Before The Fall by Noah Hawley, the man behind the incredible TV series Fargo. It is without doubt the most gripping book I’ve read in a long time; the story of a family and a friend who are flying back to New York on a private jet following a vacation — only for the plane to crash 16 minutes into the journey. The rest of the book is an incredible lesson in character development.   Jenny It goes back a long way, but I’d say Dr Zhivago. Snow, more snow, icicles, fur hats, sledges, an ice-cool Julie Christie and a smouldering Omar Sharif. So what if the Russian Revolution didn’t show much Christmas spirit?   A beautiful love story, thrilling plot and sobering history lesson all in one. Staying with the theme of weather – what could be better than a log fire, a raging storm outside, nowhere you need to be and a copy of Wuthering Heights? Re-reading the novel as an adult, it seemed wilder and more gothic than I remembered. But still perfect for those days after Christmas when the visitors have gone. Just ignore that tap-tapping on your window.   Hugh I usually go to the Christmas communion service in the village church opposite where I stay, depending on how much I have imbibed in the pub the previous night. Always end up thumbing through The Book of Common Prayer which is full of quaint warnings, brilliant language and the odd repugnant prayer. It was a good example of a single writer (Cranmer) cobbling together a hugely influential text from all kinds of sources while managing to stamp his own authority on it. He was burned at the stake for his trouble, which is not a “challenge” we have to face, fortunately. Never watched a tinselly Christmas film since I was a child. The Marx brothers’ Monkey Business or Horse Feathers are my idea of Christmas films.   Susan When it comes to my favourite holiday movie — Die Hard — there’s some argument around whether it actually qualifies. I could choose The Holiday (which I love, too) but for me, Die Hard epitomises everything a Christmas movie should be. Yes, it’s about terrorists taking over an office block in Los Angeles, (and yes, it has Bruce Willis flexing his arms and swinging around on fire hoses) but it’s also about redemption, reuniting with family, and going out of your way to do everything you can for your loved ones. But mostly it’s about Bruce 😉 As for holiday reading… I’m going to say Stephen King. At the moment I’m re-reading It (a book about homecoming, loyalty and a scary clown) and trying to stay away from red balloons and whispering drains. And I’m balancing that with King’s non-fiction musings about what he does best – write. For me, King doesn’t write about horror; he writes about people. His insights into human nature are what are truly frightening… something that comes across in every character he’s created So I’m going to get through On Writing to get some of my own insight.   Richard I’d have to say the original version of A Christmas Carol with Alastair Sim from the 1950s . That’s because I love Dickens – and Dickens and Christmas fit together perfectly. In terms of books, I’m planning to read The Cricketer’s Anthology of the Ashes. Not very seasonal you might think but I hope to sit down with it on Boxing Day while listening to England trying to actually win a test match against Australia in Melbourne.

Who are you? And what’s your job at Whiteoaks?

 My name is Simon and I am Whiteoaks’ Business Development and Marketing Manager.

 

What does your daily to-do list look like?

The stock answer is to say: “pretty varied” – but it’s true! My job involves a good deal of travel, meeting prospective clients and working with them to set PR strategies that meet their goals. Alongside this, I work to promote Whiteoaks and its differentiators to tech companies in the UK and across the globe. This might involve one day chained to a desk researching the latest financial regulations, to heading into London to extol the virtues of Whiteoaks’ transparent approach to PR.

 

What made you want to get into PR?

 As a journalist, I was never one of the (few) tiresome ones that would constantly chastise PR firms and genuinely appreciated their ability to hook me up with relevant spokespeople and stories. Tech PR in particular holds a real appeal as it challenges you to take often complex themes and make them relatable through creativity. When the time came to move to the dark side, I did so happily!

 

Who is your favourite brand and why?

 I get the whole argument around sugary drinks but you have to respect what Coca Cola has done. Its branding is iconic, everyone knows who the company is and it remains the number one choice. Though it could be because their Christmas advert is on the telly at the moment and it reminds me of my childhood!

 

What’s your top tip for someone who wants to get into the PR industry?

 Be willing to communicate! Sounds obvious, but this isn’t a career for shrinking violets. Good communication skills, whether with colleagues, journalists, clients or anyone else, is absolutely crucial. Hopefully it isn’t a dying art form, but I fail to believe that emojis are the future of the English language.

 

How do you unwind after a day in the office?

 My first job when back from the office is bath time with my little boy, Charlie – but I wouldn’t call that unwinding! Aside from that I chop and change quite regularly. I tend to either binge watch TV series or spend hours lost in a book, then not read again for months.

 

What’s your favourite anthem suggestion for Friday’s Whiteoaks Power Hour?

 I am feeling increasingly out of touch with what the younger members of the team might consider “power”, so it certainly isn’t Taylor Swift or any other the other pop tracks that seem to make it onto the playlist. That being said, our CEO James Kelliher and I have been known to drop some serious beats while listening to Kisstory when on the road. However, the song that encapsulates the spirit of Power Hour for me is Africa by Toto. No matter what age range, you can’t help but sing along.

 

If you could be any character in any film, what would you be

 I think every Star Wars fan wants to be Han Solo – a cocky space pirate who blazes in at the last minute and saves the day. Hopefully without the patricide though (SPOILER ALERT).

 

What’s your ideal getaway location?

 Back when I had the choice, trips abroad would revolve around a city break with somewhere to watch football at an iconic stadium, from the Camp Nou to the mighty Flora Tallinn. Now, it is anywhere with enough activities to tire out a small child and guarantee a good night’s sleep!

 

What’s your go-to party trick?

 Wowing people with insights from my two poorly received sporting biographies. Though the look quickly changes from “mildly impressed” to “all-out laughter” once they read the Amazon reviews. In fact, bringing this up and making me look like a fool is a particular favourite of our CEO.

 

And finally, cheesy chips?

 At literally any time of day.

Words are all around us. They are in the books we read, the tweets we endlessly scroll through on our phones and the emails that clog up our inboxes. With the right words in the right order, they can bring people to tears or inspire them to do something they never considered before. But they must also be treated with patience and respect. Every piece of advert copy that catches our eye or blog that captures our imagination has been painstakingly crafted, with care taken not just in the choice of words but the structure and order of each one. As Mark Twain once famously said, “the difference between the almost right word and the right word is really a large matter. ‘tis the difference between the lightning bug and the lightning”. It stands to reason, then, that the written word should receive the same treatment within the B2B tech PR agency world — but this is not always the case. With PR workloads constantly increasing and responsibilities being shared more frequently across departments, copywriting has become something of a lost art in the 21st century. With so few roles dedicated solely to copywriting within PR agencies, there is a steadily decreasing pool of people who have the skills necessary to convey a strong message in a way that will have a profound effect on the reader. Plus, in the age of citizen journalism, where anyone armed with a smartphone and a Twitter account believes they can deliver impactful storytelling, there has never been more of a need for competent, qualified professionals to help separate the wheat from the chaff. The problem here is often exacerbated within the technology PR industry. All too often we witness the race for brands to publish blogs and thought leadership pieces on a certain hot topic, but this only leaves the reader with a barrage of half-baked content, none of which is particularly compelling for the reader. However, with a fresh angle, a carefully-crafted headline or a gripping lead paragraph, a dedicated copywriter can help your brand stand out among the competition and — most importantly — persuade the reader to click on your article over everything else. This is exactly why we have a team of dedicated copywriters — or content creators, as we like to call ourselves — here at Whiteoaks. We are fully aware that our clients will ultimately be judged by the written content that is sent out into the public sphere, whether it’s a concise press release or a 4,000-word research report, and so we are able to dedicate all of our time to ensuring this is always of the highest possible quality. It also means that we’re able to dedicate more time to developing a deep understanding of the clients we work with, the tone of voice they want to adopt and the messaging they want to deliver to their target audiences. PR is essentially a juggling act between quantity and quality. Of course it’s important to maintain regular brand exposure and increase public awareness through various forms of content, but this effort is all for nothing if the quality of what you’re delivering is below par. In a world with more ‘stuff’ than ever before, copywriters are more important than ever before in ensuring what they create leaves a lasting impression.

When you think of a PR professional, what characteristics come to mind? A strong communicator, great writer with faultless attention to detail, and someone who has a solid work ethic and natural news-sense.

Even the most decorated and experienced professional would admit that, while they may possess these skills, they are stronger in some aspects of the job than others.

Maybe they love the task of transforming reams of data and statistics into compelling, headline-grabbing copy. Others may hate being stuck in the office faced with hours of writing, much preferring to hit the phones to sell-in a press release or get out in front of the media to build long-lasting relationships.

PR agencies have traditionally been structured around teams of generalists working in a matrix and structured as a hierarchy. One moment you might be drafting a whitepaper, the next you could be pitching a client to a journalist contact in reaction to a breaking news story, or compiling a coverage report.

At Whiteoaks we prefer to do things differently, offering our clients a dedicated team based on specialists.

You get an account lead in the form of an experienced director or manager. This person will offer strategic advice and consultancy while heading a team of specialists who have particular skillsets for specific tasks.

They include a dedicated content creator, typically an ex journalist, who gets under the skin of your business and writes everything from press releases, to articles and technical whitepapers.

In the generalist structure you might one day get a piece of copy that is very good, written by someone senior, and the next a piece of copy written by a more junior member that is, with the best will in the world, pretty poor. You as the client will be looking at these two documents wondering how on earth they’ve come from the same place.

Under our structure, that simply doesn’t happen. Your content creator understands your business, your product, solutions and services, but also understands your tone of voice and messaging. It also means that we don’t have a highly skilled writer worrying about ordering sandwiches for next week’s meeting.

Each team also includes an influencer relations specialist, a media seller in old money, pitching and securing opportunities. He or she is a vital member of each team, using their in-depth knowledge of national and trade media to ensure content gets maximum exposure.

In addition, clients benefit from a digital and social executive who is responsible for managing social feeds and supporting client campaigns with lead generation. They are skilled in creating compelling and impactful digital content, overseeing social communities and using the latest tools to effectively report on social successes.

Furthermore, they take pride in staying on top of the latest social media and digital trends by building relationships with key industry players and influencers.

Each team also has an account coordinator, generally the most junior team member, to ensure the smooth running of the account through meetings, calls and approvals.

It is this mixture of experience and specialism that we believe sets Whiteoaks apart as a B2B Tech PR Agency and helps us achieve exceptional results for clients.

John Broy, Client Services Director

Deliver Integrated Campaigns

Did you know that 98% of people on the web use at least one social network? On average, each one of these people has about eight active accounts (and the general consensus from these people is that they ‘like’ social media). The latest Social Media Trends research from GlobalWebIndex may be pointing out some predictable stats, but there’s more to it. With so many people using social media, there’s a growing treasure trove of insights that businesses are dying to unlock! All they need is a key, and that key comes in the form of social listening.

I know what you’re thinking… “I’m always dabbling in social listening”, but keeping tabs on your company’s mentions on Twitter isn’t enough these days. You need to track what your stakeholders are talking about. If you know what they like and don’t like then you’re going to have a much easier time creating content that’s going to resonate well.

Some marketers might see it as a crucial part of their strategy, others might shrug their shoulders at it, but one thing is for sure… if you’re going to do it, then you need to do it properly.

The beauty of social listening is that it helps to paint a picture. Not only will you be able to keep an eye on your competitors, or get a better understanding of what your customers think about your products/services… you’ll have all the information you need to inform your future marketing decisions and campaigns. If you’re looking to identify new ways to get your message ‘out there’ then social listening will help to highlight the opportunities within your industry.

It’s not just marketing that can benefit from this information. You can uncover what customers love and hate about your product, providing you with useful insights for both your sales and R&D departments.

So, you’ve committed… You’re up and running with social listening and you’re ready to eat up those insights to turn them into something magical for your company. What now? Keep an eye on it, play around with the information it’s giving you. If you decide to react to a ‘related hashtag’ that’s starting to pick up some traction then be sure to track the effectiveness of your efforts. The more you utilise the information you’re being provided, the better you’re going to get at social listening. Of course, success may not always come straight away so remember to stay on brand and to keep on plugging away at it.

As the stats suggest, ALMOST everyone on the internet is using social media. Businesses need to recognise this and start planning for how they’re going to cut through the noise to listen to their stakeholders’ needs and wants. Social listening is an exciting opportunity that marketers need to consider if they want to ensure their future campaigns are resonating well with the company’s desired audiences.

Who are you? And what’s your job at Whiteoaks?

I’m Ollie Horsley, which rolls off the tongue more easily with a silent ‘H’, but that makes me sound like a character from EastEnders. Fortunately I’m not a character from EastEnders, I’m a content creator here at Whiteoaks.

 

What does your daily to-do list look like?

My daily to-do list is compiled by our effervescent senior account manager Mary Fitzgerald and a quick conversation about my schedule first thing in the morning combined with a strong black coffee is an effective double-pronged approach to snapping me awake. The ensuing to-do list usually comprises writing various articles, blogs, press releases and other tech related content.

 

What made you want to get into PR?

I had been working in in-house B2B and B2C roles writing about everything from e-cigarettes to digital music software and even adult-oriented gadgets that come in all sorts of weird shapes and sizes. Eventually I decided to jump the fence and experience life in a PR agency. It felt quite daunting, being a bit of an outsider to the industry, but after meeting the team at Whiteoaks I knew this was a move I wanted to make.

 

Who is your favourite brand and why?

Skittles. I’m probably a little old for sweets, but I love the eccentricity that they convey. I’ve always had trouble deciding whether the TV ad in which everything the guy touches turns into Skittles seems like a complete nightmare or something that I really envy.

 

What’s your top tip for someone who wants to get into the PR industry?

As a newcomer to the PR industry after many years out in the cold (ok, just out there doing in-house roles), my top tip is to start out with the understanding that you’re not just going to land on your feet right away.

You have to put in the work and sometimes it may feel like a struggle, but it’s all part of the journey. Along the way you’ll learn stuff that will become invaluable.

My first writing gig was unpaid and secured through an ad on Gumtree, but you might have better luck finding paid experience here at Whiteoaks!

 

How do you unwind after a day in the office?

If the weather is nice I like to cycle or tinker with my car, usually while listening to a comedy podcast. If the weather isn’t so pleasant I can be found sipping red wine in front of the latest Netflix drama or rehearsing with my band in a converted cowshed, far away from anyone who can be offended by the cacophonies we create.

 

What’s your favourite anthem suggestion for Friday’s Whiteoaks Power Hour?

Speaking of cacophonies, it’s probably a blessing for everyone at Whiteoaks that I’m located in the tranquil writers’ room (where every hour is Power Hour, just without the music) because I’d probably choose something noisy by The Replacements or Japandroids.

 

If you could be any character in any film, what would you be?

Marty McFly. Always Marty McFly.

 

What’s your ideal getaway location?

Barcelona is the perfect destination. It’s a vibrant city that has everything you could wish for, including beaches, mountains and bodegas where you can cure (or extend) your hangover with a shot of vermut (vermouth). Whose round is it?

 

What’s your go-to party trick?

Sneaking off home without saying goodbye.

 

And finally, cheesy chips?

Chips and gravy, please and thank you.

The clocks have gone backwards, the mornings are frosty and pumpkin spiced goods are everywhere you turn. The month of November has begun and the nation is on the edge of its seat in anticipation for the release of 2017’s Christmas adverts. But what makes a successful Christmas Marketing campaign?

Invest

The investment that retailers make in their Christmas adverts provide the opportunity to not only create short-term commercial success, but develop the brand over the long term. John Lewis is an excellent example of this. In 2007 its Christmas adverts returned to the screen following a three-year break and ever since the retailer has raised the bar year on year, demanding competitors follow suit.

Its 2014 campaign told the story of a little boy called Sam and his loyal penguin friend Monty who is craving a penguin companion. On Christmas morning, his wishes come true as waiting for Monty under the tree is Mabel! The spell is broken when Sam’s parents enter the room and we realise that Monty and Mabel are not real penguins, but Sam’s toys. It’s adorable, heart-warming and, importantly to John Lewis, extremely profitable. Cuddly toys of Monty the Penguin sold out just hours after being released. The RRP? £95!

Connect

 Cute animals, thoughtful children, doting partners and dream-like worlds are abundant in adverts throughout the festive period. An effective Christmas campaign creates an emotional connection with the audience and offers the chance to build brand fame, create customer bonds, implement strategic PR and ultimately drive long-term gains.

Discount supermarket chain Aldi is growing rapidly and as it continues to compete with the ‘Big Four’ a successful Christmas advert will be a top priority for the marketing team. Last year Aldi stepped up to the (Christmas) plate with its festive advert depicting Kevin the carrot’s perilous journey to the fireplace where he hoped to meet Santa, but instead ended up precariously dangling from Rudolph’s antler, flying high on Santa’s sleigh. The advert was a resounding success and the internet was flooded with comparisons between it and John Lewis’ offering, many favouring the budget supermarket. In response to this Aldi later released a tongue-in-cheek video featuring the carrot as he sat down to watch the much-hyped John Lewis advert.

 Engage

Social media has become an increasingly integral part of festive campaigns. Marks and Spencer’s Mrs Claus advert last year launched the social media tag #LoveMrsClaus, which proved hugely successful. The advert reminded the nation of Mr Claus’s often forgotten other half and supported the movement of female empowerment. In 2014 Sainsbury’s, in partnership with the Royal British Legion, created a thought provoking campaign on the Christmas Truce of 1914. Due to the political nature of the topic there was potential for a PR crisis. However, the advert was widely received positively and achieved 24,000 mentions (the vast majority of which were positive) within the first week of it airing.

Last year before John Lewis first aired its Buster the Boxer advert a 10-second clip was posted by an account named @Bouncing2016. Although this year’s campaign remains a closely guarded secret, eager-eyed Twitter users have spotted an account named @UnderTheBed2017 who have posted a video showing the eyes of a creature in darkness. The account encouraged followers to tweet the hashtag #UnderTheBed creating a stir online before even being aired!

Many of this year’s Christmas adverts are expected to air this week so be prepared for hearts to melt and Twitter to go crazy!

As Terry Wogan’s producer used to say about on-air mistakes: “nobody died”, but translate this into the social media realm and its instantaneous capabilities can cause upset, reputation damage and even create a brand crisis with just one single post.

There were hundreds and thousands – pun intended – of disgruntled Great British Bake Off fans this week when new judge Prue Leith accidently revealed this year’s winner on Twitter just hours ahead of the finale’s airing. While this caused an uproar among the British public, I’m sure no one felt as bad as poor Prue, who probably cost Channel 4 millions in revenue and lowered those all-important viewing figures for the channel’s first series of the £25m culinary show.

In this instance, Prue owned the error in a timely matter, explaining the situation and held her hands up to fans and followers – the best thing to do in any situation, especially when mediating a potential PR crisis. Even though she swiftly removed the post when she realised her blunder, of course, the news went viral and the three-month, tightly wrapped secret was unfortunately revealed further.

Gone are the days where an individual or brand could have a few days to create a press release or set up a media briefing to explain the situation, and with all the positivity it brings, social media can also act as an accelerator of a bad situation. Followers want instant answers when someone puts their foot in it and brands must adhere to this need if they want to salvage their reputation.

Like Prue, brands need to immediately confess to any errors they may have made. If they aren’t open and honest at the soonest possibility, speculation starts to occur and other people will start to paint another story of the situation they have found themselves in.

It’s also important not to downplay the situation; your audience won’t appreciate this kind of tactic. Address the error, and inform people what steps are being taken to ensure that the company is doing its best to make sure the mishap never happens again.

Even though there is a smaller chance of a public airing, being aware of your social actions still applies in the B2B arena. Think of Prue as a company selling cloud services or perhaps a data centre provider who gives away some serious business insights on a company page. If a supplier, investor or partner witnesses this error, it could result in a serious financial backlash. You’d hope a company facing this kind of scenario has a stringent crisis plan in place before the calamity so that, when things do go wrong, stakeholders know who to go to and for what. And businesses, if you don’t have something like this in place, you might, and by might, I mean definitely, want to incorporate this into your overall business protocol as soon as possible.

Ultimately, while it does fall to a company or person to own their error, it’s also worth us, the general public, just remembering that mistakes can happen. After all, we are human.