RC Publisher Jill Bloom is joined by RC Editor Art Aisner CEO of Art Unlimited, Anna Anderson, in this first installment of our newest series, “Dear Anna.” The series is focused on bringing PR and marketing tips to the construction industry. 

In this first episode, Anderson provides a rundown on how to handle a PR crisis.

A family-owned business, Art Unlimited is a digital marketing agency designed to help aid companies in making strategic actions that drive their customers forward. In today's world where technology is everywhere, Art Unlimited assists in helping keep their customers ahead of the changes technology has in store, which is vitally important in the roofing industry after where the pandemic showed the value of using technology.

Anderson discusses how to handle crises that companies faced long before the pandemic, during the pandemic, and will continue to face after the pandemic.

“These are topics that companies have had to navigate for years, and will have to continue to navigate for years ahead. And having a plan in place is critical,” Anderson tells RC.

In this video, Anderson goes over a checklist that companies should have in place in case of a crisis. She explains the different types of audiences that companies need to be aware of when addressing a crisis, and how figuring out how to share your message is not as simple as one may think.

Anderson discusses something she calls “cascading messaging,” and why it’s so important. 

“Many times we forget how distracted even brilliant can be, and how much information we are having to absorb on a daily basis,” she said.

As each of us can attest to, sometimes we “hear” something, but we don’t absorb it properly. There are so many other things on our mind, especially in times of stress. Anderson gives tips on how to ensure the messages you're putting out to the public are easily absorbed by your audiences.

Listen in to hear more marketing tips, what do to when the media shows up before your team is ready to give a statement, and the key elements to ensure your message is received positively.

For more podcasts, visit the RC Podcast Show page.