Too often, entrepreneurs look for shiny new marketing campaigns–ignoring their brand’s hidden gold. You may have branding issues, sure. But it’s also possible that your problem is less about positioning than tactics. Business owners shouldn’t chase every new marketing trend that comes along, whether it’s live video or virtual reality. In fact, often reexamining what has worked in the past and thinking about how to apply those successes on new platforms is the first place to start.
Fake news stories and websites proliferated in 2016, and more of the same is expected this year. We asked several crisis management executives to offer some tips on what companies should be thinking about when weighing their response options.