What do Influencer Marketing and Crisis Management have in common? Not a lot.
Crisis Management is as old as the hills. It tends to be dominated by traditional corporate communications agencies or specialist crisis communications ones. Given its maturity, there is a well-refined approach (you can find guides and templates anywhere). The value comes from preparation, practice and keeping a cool head when the storm clouds arrive. Its main focus is containment.
Influencer Marketing is a new discipline that is still finding its feet – its rules are still being written. It tends to be dominated by digital marketing agencies that work to bring brands and influencers together in the sunshine of mutual promotion. Its main focus is amplification.
