In Pete's opinion, companies need to establish and proactively maintain a customer relationship that is authentic, listening and responding. In his opinion, a good company blog is an effective tool as illustrated via Pete's analysis of how pivotal Dell's and AOL's company blog proved in mitigating their crisis.
A quick research of the major listed companies in Singapore show that these companies are not maximizing the potential of their company websites. To their management, the company website is essentially a static information counter for customers and investors to "pull" information. This is a mistake, as I have mentioned in an earlier posting, efficacy of the crisis communication message is dependent on the perceived credibility of the source.
Thus, as crisis occur unexpectedly and credibility cannot be developed overnight, crisis preparation efforts must include the creation of an interactive company website that is open, transparent and trusted. The presence of such a website pre-positions the company with a strategic edge in its crisis communication plan.