When IBM announced that it was going to buy Lotus, visitors to the IBM Web site found specific information about what was planned and how things would be handled. One of my friends at IBM told me that for the first couple of hours, the major visits on that site were coming from various business and financial journalists; but after that, things settled down and the primary visitors to the site were employees of IBM and Lotus Corporation.
IBM used the Web as a primary way to get information out about the takeover of Lotus and how people in both companies would fare under the new regime. Folks could visit the Web site, get on mailing lists, and join in discussions. It was a powerful use of a new medium.
When Ford had to deal with a major public relations problem in the form of the Firestone tire recall, they set up a separate website with links to information and to people who were specially trained to handle questions. They used technology to fire off automated replies, but had people available for backup. As a consequence, the Web site was one of the core ways in which the company handled a difficult situation.
The Net and Web have become a part of how people get information. Some of that's people getting information directly, like the Lotus employees and the people, who had Firestone tires on their Explorers. But, increasingly, it's also the journalists who write the stories that appear in newspapers and on radio and television.
A recent survey of working journalists found that over 90% check e-mail daily, and almost as many use the Web as a primary research tool when they're working on stories. That, alone, is enough of a reason for you to integrate the Net into your issue management program.
Making It Work
Make the Web part of your program right away by making sure that every news release you issue appears on the Web, along with any appropriate background information. I'd suggest making the link that appears in the printed version of the release to a specific page that offers supporting data and background.
Archive news releases on your site so folks can get ideas of your positions quickly and easily. Use a search engine to help people find releases of biggest interest to them.
When you're managing a major issue or dealing with a major corporate initiative, set up separate information sub-sites to give the folks inside and outside an idea of what's going on, and what your position and plans are.
Be proactive. The Web makes it easy for folks with evil intent or just disgruntled employees to post trash about you. You can't deal with it if you don't know it's there, so make it a practice to search the Web regularly for references to the company.
Created/Revised/Reviewed: 30 July 2002
This is only one Big Idea. You'll find more in Wally's book, What's the Big Idea? and in his Big Idea column. There's a complete list on the Main Big Idea page. You may also order the book by clicking here.
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