News cycles—and promotion opportunities—come and go more quickly than ever. What’s viral one day is tedious the next.
Only weeks ago, for instance, the whole world was buzzing about this still-hard-to-believe video clip of an Australian firefighter saving the life of koala bear trapped by a wildfire.
Today, I can’t even find a follow-up story about the encounter. More amazingly, there isn’t even a mention about it on H2O’s website (the branded water featured prominently in the clip).
Is this modesty—or the world’s biggest missed opportunity? Or is H20 still working on 20th-century time, when companies had the luxury of taking weeks to execute their communications strategies?
In today’s short-cycle world, companies must complement their crisis communications strategies with “fortuity communications” plans, too.