Angry consumers empowered with new technology that allows them to be mini-publishers of their own, causes a severe threat to brands and companies’ reputation. PR agencies and research companies like BuzzMetrics are studying these “determined detractors” to advice clients on how to respond and avoid a serious PR crisis.
“The technology puts the power of the press into the hands of the everyman,” says Paul Rand, managing director at Ketchum Midwest.
But the increased interest in negative online buzz should not just be seen as a means for corporates to nip consumer response in the bud. “If it’s just to better their product or avoid a P.R. disaster, the bottom line is that that benefits the customer,” according to artist and filmmaker Casey Neistat.