Brands should own their Sidewiki, says Sony Europe comms chief

Brands should own their Sidewiki to minimise the serious reputation challenge it presents, Sony Europe's director of corporate comms has advised.

Sony Europe's comms chief: Nick Sharples
Sony Europe's comms chief: Nick Sharples

Nick Sharples was speaking at PRWeek’s Crises in a Wired World conference at the Grange City Hotel on Tuesday.

He said the new Google application provided people ‘with the opportunity to cybersquat on someone’s page’ by writing comments on any page on any website that cannot be removed.

He suggested that brands buy their own Sidewiki, and populate the top section with information. This means ‘any nasty comments’ will be pushed down to the second page of the site. Monitoring tool Radian 6 monitors Sidewiki.

He also advised PROs to encourage other colleagues in a firm to quickly alert them to a potential crisis. His press office has set up a relationship with Sony’s customer service agents – ‘they are most likely to get an early indication that there’s a problem’. He has trained them in what calls could potentially make a damaging story and encouraged them to call ‘my number or my PR team at any time of the day or night if they think there is a problem that could be a reputational risk’.

He also added that the ongoing crisis dilemma is 'whether to respond to a crisis early and tell people there’s a problem, or to keep quiet but guarantee a more serious crisis if word gets out’.

He said the balance swung in favour of responding in three situations: ‘If an image or video of your issue appears on You Tube, Twitter or similar sites, if your crisis involves a government regulator or official body, and if your crisis is happening in the English language.’

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.