Time Is of the Essence: The 24/7 Media Jungle

Slow response, avoiding the topic, no comments, excuses, blame, and general lack of outreach further raise doubts and foster questions about the events and the brand.

Whether the brand is involved in a series of bad judgments, as Tiger Woods was, or in an accident, such as the BP Deepwater Horizon oil rig disaster, or the subject of negative publicity, such as the lawsuit filed against Taco Bell claiming the brand used just 35 percent “beef in its beef offerings,” and did not meet minimum U.S. Department of Agriculture requirements, the public is often shocked and concerned, the media is in a frenzy, lawyers start racking up fees, and the companies involved need to act quickly and start building blocks of goodwill to prevent their brands from sinking deeper in the mud.