Beverly B. Media and Communications

Brands amid tragic events: A time for perspective

Brands Amid tragedy

By Kevin Allen

One of the hardest things that brand reps have to plan for in social media is what to do in the event of a national tragedy.

Perspective comes first, of course.

When news broke about the school shootings in Connecticut on Friday, the marketing firm where I work had to decide how to advise our clients. There is no single right answer, but there are plenty of wrong ones. Our goal was to actively avoid the wrong ones.

As we saw in the aftermath of the Newtown school shootings last Friday, marketers are still learning how—if at all—to respond when such devastating instances arise.

Here are a few things we can take away from these experiences:

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