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Burson-Marsteller says firms lack online crisis control
Prompted by recent corporate scandals, WPP Group’s Burson-Marsteller audited the Web sites of 26 U.S. companies that faced crises in 2002. Surprised to find that the firms rarely voiced their side of the story online, the New York-based shop saw a communications vacuum.
In response, Burson, which helped Johnson & Johnson’s PR efforts after seven people died from taking cyanide-laced capsules of Extra Strength Tylenol in 1982, has launched proprietary Web audit system Prepare, which uses a 62-item checklist to help companies practice better online crisis communications.
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