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December 30, 2011
Reaction Speed Counts, Wherever You Are
A post on The Standard's website in Hong Kong reminds us that reaction speed is a key factor in minimizing PR-pertinent foul-ups. The piece cites both FedEx reacting fairly quickly (within 48 hours) to a mishandled package (a computer monitor) in the U.S. and, more impressively, the producers of a TV quiz show in Hong Kong (the same night — there were two possible answers to one of the questions). "In this Internet era," says The Standard, "bad deeds spread not only far and wide but also at great speed."

"To prevent PR disasters," advises the Hong Kong writer, "a fast response is a must. U.S. netizens may be more tolerant but, to me, taking action within 48 hours is too slow.

"In Hong Kong, it has to be within the golden 24 hours.

"Other than speed, there must be frankness, together with appropriate compensation and remedy."

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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