Team Huddle compiled by Kathy MurphyMedia are hungry for stories related to the H1N1 outbreak. We’re seeing coverage in all areas – business, lifestyle, health and general assignment. It isn’t often this happens and it speaks to the magnitude of the story. Obviously it’s a busy time for products related to the flu. The question is: should you be taking a push or pull approach to your communications? For many it is the case of what we like to call “the Hollywood problem.” You want to capitalize on momentum when you have it. But what do you do if you’re Johnson & Johnson, when your hand sanitizer product, Purell, is flying off the shelf and your manufacturing can’t keep up? Recent articles in the Globe and Mail and Toronto Star speak to the business/corporate angle of Purell’s product shortages. The team at Veritas believes that Purell should take their communications one step further. We believe the brand has a great opportunity to be ahead of the shortage in a way that is relevant to consumers. Create a section on www.purell.com for regular daily updates about supply. Provide tips to consumer and media related to efficient product usage. Establish an open forum for sharing by leveraging Facebook groups already in existence. In other words, be open, honest and engaging and you will be rewarded with a better educated and ultimately understanding consumer. Hey – have you Purelled today?
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