CorpComms Magazine

Responding to a spate of corporate digital media disasters that may have been averted by a quick and judicious response, international public relations firm Porter Novelli has launched a global first-aid service on call 24 hours to respond to PR emergencies.

The agency's 'Real-Time Reputation Specialty' offers a variety of services from initial training and preparation of in-house staff to pre-empt any potential crises, and early warning mechanisms to monitor online chatter and sentiment and alert a client of trouble brewing, to a crack team that can not only advise on strategies to resolve a crisis but even provide the 'arms and legs' on the ground if a client's press corps is overwhelmed, through to a damage limitation service to build back reputation in the wake of a communications calamity.

Neil Bayley, corporate practice leader for Porter Novelli, said: 'We already run monitoring services and workshops for clients who have concerns about their social media presence. Now, we're also looking to offer a commitment to provide on-call support in case of a crisis across the world for a monthly fee, with monitoring systems set to scan companies' key risks and go live when a crisis breaks.

'We have developed a 'Go Team' comprising both traditional crisis management experts and those specialising in digital media. This isn't the old-fashioned guys rolling in in their suits and sitting around in meetings, it's more dynamic. We know if something breaks in the US, given the speed of social media, you need advisers on a phone within the hour and in a meeting in a couple of hours.'

Gary Stockman, chief executive officer at Porter Novelli added: 'Today, how a company responds to a crisis or competitive threat can attract as much notice as the event itself. Our 'Real-time Reputation Specialty' can help organisations manage these events to the best possible outcome - all in an environment that is as fast-moving and unforgiving as we have ever seen.'

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