When stories arise that we as corporate communicators don't plan, what constitutes positive, on-strategy coverage for a brand? What makes a brand mention negative?
The line isn't as clear-cut as you may assume. It's often fuzzy – and intriguing.
When familiar brands enter the spotlight in unplanned, awkward, or nefarious circumstances, I engage colleagues in communications and media who share my kooky gallows humor in an exercise called “good PR or bad PR?” And this not only produces sorely needed ...