Listening between the lines
You're on Twitter. And your clients ought to be on Twitter. Or should they? Not without an escort. That would be you , the PR professional. You need to guide clients' use of Twitter. It's a stream-of-consciousness (or semi-consciousness) tool that without strategy and discipline can damage a clent's brand more than enhance it. Applebee's PR ordeal over the employee who posted a guest's receipt in response to a modest gratuity blew up, in part, because of its exposure on Twitter. (It didn't help that an inexperienced Twitter manager at Applebee's extended the exposure of the unhappy event.) AT&T Twitter ad, 9-11-2013 Today's @ATT ad , using symbols of the Sept. 11 tragedy on 9/11 to promote its wireless products, demonstrates social media tone-deafness at its worst. The backlash was swift, loud and punishing. AT&T took down this image (at right) within minutes after the backlash. But what about your use of Twitter? Are you ...