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  1. Kyle Sharick
    April 16, 2010 @ 11:23 am

    This is my first time hearing about a “dark site”. I like the “dark site” tactic because it takes the audience off the problem to a forum where you control the conversation and can easily listen.

  2. Deirdre
    April 16, 2010 @ 12:47 pm

    Hi Kyle! Dark sites are great because you can prepare in advance and then have that forum ready to answer questions and give the right information during a crisis. Thanks!

  3. Marek
    April 18, 2010 @ 9:14 pm

    Keeping communication open and flowing is definitely the key to keeping almost any crisis under control. Honestly and open communication is never as bad as the rumors that’ll start swirling around if nobody can get any accurate info.

    I’d actually never heard about the “dark site” idea either. Seems like a really good way to be prepared for anything!

  4. Deirdre
    April 19, 2010 @ 7:46 am

    Hi Marek! Thanks for sharing you thoughts. Yes, honesty and open communication is the best approach during a crisis. The dark site is a great way to be prepared for unexpected situations. Many companies build them as a part of their crisis communications plans and turn them on immediately to start the proper communication flowing.

  5. Mary Rose
    April 22, 2010 @ 2:28 pm

    Sorry I was not able to join the #prstudchat, but kudos to Deirdre and Valerie for their immediate response and for sharing how you all dealt with the situation. Looking forward to the next #prstudchat

  6. Trent Callier
    April 25, 2010 @ 3:56 pm

    Deirdre, I liked your post on how to perform damage control while using a web 2.0 application. I like to use twitter and I noticed that it is down sometimes and I would usually wait or do something else when that happens, but you listed steps I could take just in case that happens again. The thing I am intrigued with the most is the dark website. I did not know companies had a website prepared and only goes active when something like this happens. I guess the companies don’t publicize them because there are not used as much.

    Thank You
    Trent Callier

  7. Deirdre
    April 25, 2010 @ 4:32 pm

    Hi Mary! Sorry you couldn’t join us for the #prstudchat session. We tried to be immediate with our response to the situation and keep everyone in the communication loop. We’re lucky to have a very understanding community! The next #prstudchat is going to be a great session. We’re celebrating the Class of 2010 on May 12th at 9:00 p.m. Here’s a link to more information on the I hope you can join in our next discussion!

  8. Deirdre
    April 25, 2010 @ 4:40 pm

    Hi Trent, thanks for commenting 🙂 I’m glad you liked the post. Twitter is great for continuous monitoring of the conversations during crisis, getting the right information to your followers and directing them to the crisis website (the dark site turned “live”). Twitter does have it’s glitches, so we have to make sure that communication during a crisis is not confined to one channel. There are companies that use YouTube to communicate statements from executives during a crisis (especially if the original damage came from a YouTube video as in the case of Dominos Pizza). As for the dark sites, I guess you’re right, they’re not publicized or mentioned prior to crisis. As long as they are turned on and the company is better prepared, that’s all that counts. They serve a very useful function and I find most of the information about dark sites in PR, Advertising and Marketing discussions.

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