What is CBD Brand Protection PR™ and how do I get it?
First, you’ll learn more about brand protection PR and why it’s so important
Then, you’ll get strategies to develop a 1-2 page crisis plan that is your go-to document to lead you through an issue or crisis
Finally, you’ll deep dive into the importance of consistent media relations and how it can make all the difference when a crisis strikes for your company or industry.
For an in-depth look at the conversation, you'll find a link to the video conversation on this topic on our YouTube Channel at the bottom of this blog.
The 3 components of a comprehensive Brand Protection PR™ Strategy
Component 1: Great Communication
Like any good relationship, developing loyalty starts with great communication. For a CBD business, you have the opportunity to talk to your audiences on multiple channels: social media, your website, blog posts, podcasts, and through the media. Use each opportunity to develop a loyal audience with the 4Cs: Clear, compassionate, consistent and conversational. Your content should be mostly educational and informational with a healthy of fun content and lifestyle messaging. Take every opportunity to create or enhance a relationship with your employees and customers
Component 2: A Crisis Plan
We not only do empirical research for best practices but we also have been involved in so many crises from the country’s deadliest listeria outbreak, to the Vegas concert shootings to most recently the supermarket shooting in Boulder. We learned from our journalism background- which is a master course in dealing with a crisis- that having a standard set of go-to tactics helps manage a crisis situation when it happens.
Here’s our quick 5-step plan:
Step 1- Assemble your crisis team
Do you know how to get a hold of them 24/7?
Do you always have backups in case people are out of town?
Step 2- Pull your “standby for more updates” crisis messaging that is already prepared
Consider using Twitter as your only crisis communication channel
Communication with and educate your employees first
Have an approval process for all messaging
Step 3- Manage the media
Do you need a staging location
Do you need WiFI, bathrooms and power
Step 4- Messaging
Have a current/updated media list
Think about press conference consistency
Use hashtags to help people find the right info
Step 5- Update your channels
Monitor social media for messaging that needs a response
Use Twitter lists to see what's being said about your brand
Consider how and when to issue press releases
Component 3: Consistent Media Relations
As former journalists, we all know that building media relationships is key. Reporters also work with people they know, like (maybe respect is a better term) and trust. To work well with the media, you need to:
Understand their perspective
Understand their job
Have thick skin
Help them with other stories
Become the thought leader they turn to
Want to go deeper on this topic? Dive into the full discussion: