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He recently gave a presentation to Intel and has shared some of that advice on his blog. You’ll find many great ideas and suggestions, including…
- Recognize the new influencers. Like Media, Press, and Analysts, consider Social Media in your industry as yet an additional influence group to reach.
- Prepare for all scenarios. Create an internal process or at least discuss how to deal with crises. (such as exploding products, embarrassing situations). Draw from classic PR strategies, but realize that acting quickly in a human way, and not hiding is key.
- Don’t shy away. Acknowledge deficiencies, no matter how shameful immediately. If you don’t have the answer, at least acknowledge you see the problem and will respond as soon as you have an answer. As a result you will become the first source of news, and will control any additional buzz. Stay relevant, address the issues.
Lots more on his blog.
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