I’m going to come clean. I’ve never seen a Fast and Furious film… and I don’t really have any desire to. But I do, however, quite like how the title pertains to today’s world of PR.
Any industry that is involved in media has to be more reactionary than ever, and able to shift direction swiftly on a moment’s notice. Failure to be prepared for a quick change in messaging can be disastrous. We’ve seen it time and time again in the last year with companies like Volkswagen, Subway, and Krispy Kreme, who failed to mitigate disaster as swiftly as they could have been able to, had they been more prepared.
Subway’s PR crisis began this summer when long-time spokesperson, Jared Fogle, was under investigation for possessing and distributing child pornography. While Subway cut all ties to Mr. Fogle quickly, elements of their brand remained unchanged for weeks, as the company scrambled to shift directions. Perhaps the biggest slip-up of all, was when the company forgot to remove the “Jared’s Pants Dance” game for kids from their website. If the company had properly accounted for each of their digital assets at the beginning of this crisis, the majority of corporate fallout could have been avoided.
You’ve heard it said it before that your brand is your most valuable asset and it’s completely true.
Having brand assets at the ready and accessible from anywhere is the key to success. But it’s not just logos and marketing collateral that needs to be at the ready. Corporate photography is also a critical asset to have on hand. That’s where CleanPix comes in. You might ask yourself, “why would I not just use a free file hosting service instead?” And here’s the answer: Dropbox is really only meant for personal use, whereas CleanPix is extremely agile, offers greater storage and adjustable user permissions for employees and external vendors. But the greatest benefit of CleanPix is that you’re able to quickly scan your asset library based on image metadata.
Unpreparedness in respect to your digital assets never ends well. It’s a lot like every other scene in a Fast and Furious movie, a burning PR wreck on the side of the corporate highway.