The first of the before-the-conversation (or pre-engagement) principles discussed in the UMSL Department of Communication’s course on the use of social media in public relations involves listening. Several cases help illustrate the importance of this principle and the role that monitoring plays in the listening process.
One case, summarized in this NYT article, involves the pain-killer brand Motrin.
A second case involves Domino’s Pizza, summarized in this PRSA Strategist article. (Readers of this case may wish to compare the PRSA summary, taken from the company’s perspective, to the arguably more objective summary offered by Ulmer, Sellnow, and Seeger, 2011).
Yet another case involves Weight Watchers and one of the stars of the ABC sitcom Suburgatory, summarized here.
Reference
Ulmer, R.R., Sellnow, T.L., & Seeger, M.W. (2011). Effective crisis communication: Moving from crisis to opportunity (2nd ed.), pp. 159-164. Thousand Oaks, CA: SAGE Publications.
