Sorkin’s analysis is supported by Katie Paine’s PRNews analysis of how 9 companies responded to @realdonaldtrump tweets. “One 140-character screed about Lockheed Martin cost the company $28 million per character.” While the stock recovered, the short-term anxiety and tension was palpable.
Most organizations try to manage the predictable, and respond to sudden shifts, crises and unplanned events. The question for CEOs and communication/reputation teams is: What do you do if the Trump Twitter machine has you in its sights? CommCore recommends a “Three-F” response to a Trump attack. Communicators working with senior management must be:
Paine gives higher marks to those that were quickest. Organizations are responding Fast in the viral world, then adjusting with market and tweet reactions. So Flexible vs. rigid messages are key. Now that “alternative facts” has been introduced into our lexicon, it’s important that responses be Fact-based. Lastly, respond with facts that you can support, not that you have to retreat from.