"IT'S A TRAP!"

This famous STAR WARS scene illustrates the Rebel Alliance getting pulled into a trap from the Imperial forces. Now the question is: what does this scene have to do with corporate communications? The answer: everything. Every day companies like Lucasfilm are waging a war vs bloggers, critics, and every person with a Facebook or Twitter account.

Now it doesn’t take a genius or Jedi Master to know that businesses don’t always run smoothly. Every company has its issues and Lucasfilm is no different. However what separate the best companies from the rest is the plans they have in place when a crisis strikes and how quickly they can evolve those plans as technology changes.

“While corporate crises have existed as long as corporations themselves, their frequency and severity have increased exponentially in the context of the changing business environment…Now more than ever, organizations’ reputations – the backbone of a successful operation’s brand and bottom line – are vulnerable to the innumerable unknowns that infiltrate every industry and attack from every angle, thanks to digital communications channels,” (pg. 221).

These digital communications channels (Facebook, Twitter, Blogger, Tumblr, etc.) allow for fans, critics, and any person with Internet to give their opinion on a company. It’s great when they have good things to say, but the important factor in play is that many times the comments in question are negative.

Lucasfilm does not have a Twitter, Facebook, or blog to reach out to investors or fans, but they do have a pressroom on their website. This allows them to have control of what information is sent out to the general public. Those invested with the STAR WARS franchise can look for updates from the company’s Twitter, Facebook, and blog.

It seems like Lucasfilm does not have any intentions in having a Twitter, Facebook, or blog for the company since it does not have them already. This brings into question whether it would be beneficial for the company to produce an employee blog or not. It might be good to promote the company’s work through an employee that enjoys their job, but would it help in the long run to have a worker spilling updates to competitors? Lucasfilm only releases news and updates they want the public to know. This is one of the reasons they are ahead of the game when it comes to cinematic special effects and technology.

On the other hand, what if a scandal arose for the company? What would be the best avenue to take when dealing with crisis management? The most efficient way to handle any sort of crisis would be to tell the truth. When a company comes cleans about a scandal, apologizes, and moves on – so can their fans and investors. It is unsure what kind of scandal a special effects and film company could face, but it never hurts to be prepared.

Although if caught in scandal or a Public Relations crisis, Lucasfilm could always ultimately use their Jedi mind tricks…

Referenced Texts:

• Digital Strategies for Powerful Corporate Communications