Does PPC Have a Role to Play in Crisis Management?

When news hit of the recent VW emissions scandal, you can be sure that the company’s crisis management teams (both globally and in the U.S.) considered every possible means to respond to the backlash—including its PPC accounts.

Yet smaller businesses (that don’t have experienced crisis management teams in house or on call) tend to overlook the role that PPC can play when things go bad. Which is unfortunate, because when the news cycle and social media is dominated by bad news about YOUR business, PPC is a great way to get your message to the top of search pages and directly to your audience.

In her latest article in Search Engine Watch, Pauline Jakober walks through four things you should consider when using PPC to combat PR and ORM issues.

PPC crisis management