Does it ever advance your communications mission to get into a public dispute that attacks journalists?
In this article, written by Brian Kelly, he discusses an incident where a communications professional publicly tweeted at a New York Times journalist in a negative way.
Frank X. Shaw is the head of communications at Microsoft. Shaw along with the rest of the Microsoft company was very displeased when they read a harsh review of their newest Windows 8.1 update. David Pogue, who is a tech writer for the New York Times published a video blog about the update stating that he was not a fan and refering to the update as "lipstick on a pig."
After seeing Pogue's video blog Shaw tweeted, "@nytimes @Pogue Dear David Pogue, what a classic Pogue piece. Funny, inaccurate, opinionated in the skewed way only you can bring.”
It was obvious that Shaw disagreed with Pogue's opinion and his tweet recieved many responses and retweets. But the main question this article asks is, should Shaw have responded to Pogue? Also, did he respond in the correct way and on the right platform?
The article addresses three specific accepted pratices in this type of situation. The first being, "keep up with all comments about your product or service", negative or positive. You should always know what is being said about your brand so that if a response is necessary it will be timely and appropriate.
The second practice is, "respond in your own forum", this way you can let the public know why you believe that the review being discussed is incorrect. It is best to take some time to craft a professional response rather than using a quick response on Twitter.
The third practice is, "call for backup". Offer links to positive reviews of the product, contact favorable journalists or customers and ask them to create a postive reply to your statement.
I believe using these tips relates directly to Media Relations, chapter 6 in our textbook by Guth and Marsh. There are a few key considerations mentioned in the textbook covering media relations and there was one that specifically stood out, be cool. "Reporters sometimes say and do things that promt an emotional response." (Guth, Marsh p.119) In this specific situation I think that this could have been the case. If Shaw would have kept his cool and took the time to think of a more professional response and called for backup he would have saved him and his company more face in the long run.