Im Blog der Werbeagentur Grey wird heute die Krisenkommunikation der NZZ besprochen. Dem Urteil schließe ich mich gerne an:
Die renommierte Schweizer Tageszeitung Neue Zürcher Zeitung (NZZ) hat bewiesen, wie man in einer Krise die Ruhe bewahrt und offen sowie transparent kommuniziert. Ein gutes Beispiel für die Krisenkommunikation einer Marke im Social Web.
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Da nicht absehbar war, wie lange die Schwierigkeiten vorhalten würden, überlegte sich die Crew um Peter Hogenkamp, eine permanente Instant-Krisen-Kommunikation über die Entwicklung der Reparaturarbeiten zu initialisieren. Aus der Not geboren entwickelte sie letztlich aber genau das, was ihr Ziel war: Mit Transparenz und Offenheit den eigenen Schwierigkeiten begegnen und auf diese Weise die User des Online-Angebots der NZZ auf dem aktuellen Stand zu halten sowie ihnen schließlich auch die Möglichkeit für Anregungen oder Kritik zu ermöglichen.
Wirklich beeindruckend, wie schnell man bei der NZZ auf tumblr zur Krisenkommunikation umgestiegen ist. Ursache war ein schiefgelaufenes Update, wodurch die NZZ über Stunden zwar für die Leser aufrufbar aber nicht mehr durch die Redaktion aktualisiert werden konnte. Ich wage zu bezweifeln, dass solche Pläne bei vielen in der Schublade liegen.
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