NEW YORK, Nov. 18, 2010 /PRNewswire/ -- In today's
age of real-time information, brands and companies are more at risk
than ever to attacks online from unexpected sources. Global public
relations firm Weber Shandwick today launched a new social crisis
simulator, FireBell, creating an authentic, real-time experience of
being under attack on social media channels. This proprietary
application allows clients to participate in a real-time dialogue
in a secure, off-the-Internet environment.
The new application was designed in-house by Weber Shandwick
software developers and social media strategists. It simulates
crisis situations on multiple social media platforms including
Facebook, YouTube, Twitter, Digg, LinkedIn and blogs.
"More than ever, social interactions can have material impact on
brand perception and reputation. It's critical that clients
understand how issues spread and how to react in as close to real
time as possible," said Chris Perry,
president of Digital Communications at Weber Shandwick.
"Communications leaders need to understand that it's not a matter
of if an online crisis is going to happen, but when –
and be prepared. How a company responds to a crisis in today's
social environment is vastly different than even the recent past; a
formal statement to the press no longer suffices. It's about a
living dialogue with a company's constituents."
The simulation begins with a plausible crisis scenario, which is
devised by the drill team, but not shared with the client. From
that, the team builds functioning and fictional offline versions of
the client's social media properties including Twitter and
Facebook. Concurrently, the team builds offline versions of outside
social properties such as anti-fan Facebook pages and contrary
blogs. During the drill, FireBell projects images that look like
the organization's social media profiles and the client can witness
and respond to the crisis unfolding in those channels, preparing
them for the inevitable 24/7 dialogue that occurs during a real
crisis.
"With FireBell, you can't just speak in abstract terms of how
you would respond. It transforms crisis drills from static
exercises of imagination to concrete and dynamic dialogue between
client and the public," said David
Krejci, senior vice president, Digital Communications at
Weber Shandwick. "This stress-inducing exercise prepares clients
for exactly how and when to engage with audiences via social media
– and does so in a secure and offline environment."
About Weber Shandwick
Weber Shandwick is a leading global public relations agency with
offices in 74 countries around the world. The firm's success is
built on its deep commitment to client service, our people,
creativity, collaboration and harnessing the power of Advocates -
engaging stakeholders in new and creative ways to build brands and
reputation. Weber Shandwick provides strategy and execution across
practices such as consumer marketing, healthcare, technology,
public affairs, financial services, corporate and crisis
management. Its specialized services include digital/social media,
advocacy advertising, market research, and corporate
responsibility. In 2010, Weber Shandwick was named Global Agency of
the Year by The Holmes Report for the second year in a row;
an 'Agency of the Decade' by Advertising Age, Large PR
Agency of the Year by Bulldog Reporter, a Digital Firm of
the Year by PR News, and Top Corporate Responsibility
Advisory Firm by CR Magazine. The firm has also won numerous
'best place to work' awards around the world. Weber
Shandwick is part of the Interpublic Group (NYSE: IPG). For more
information, visit http://www.webershandwick.com.
Contact(s)
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Jennifer Norton
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Rachel Hoey
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Company
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Weber Shandwick
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Weber Shandwick
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Phone:
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212.445.8314
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212.445.8171
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Email
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jnorton@webershandwick.com
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rhoey@webershandwick.com
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SOURCE Weber Shandwick