By Friday morning, a faulty security update affecting Microsoft systems had nearly paralysed the entire world. While the technical analysis of the situation or a BCP review would be a topic of its own, an unexpected and overwhelming incident like this demonstrates why it is essential for a company to have a strong, well-maintained crisis communication system. Such a system does not slow down reaction — in fact, it enables quick and effective response in situations exactly like this.
Influencer collaborations have come a long way over the past decade, ever since brands first recognised the value and impact of individuals with large, engaged audiences — those who influence and shape their followers’ decisions. Although these collaborations often sit on the borderline between different agency disciplines, we frequently use them as PR tools due to the broad range of opportunities they offer. Recent years have shown that simply placing a product next to a well-known person in a static photo is no longer enough. This approach feels “advertisy,” prompting followers to scroll past. If influencers post too much of this type of content, it can even damage their credibility in the long run.
