Weber Shandwick’s proprietary crisis simulation software and crisis preparedness training, firebell, has won the 2014 Adweek Project Isaac Award for PR Invention in the Best Practices medium. Honoring invention in media, advertising & marketing and technology, the Project Isaac Awards highlight the importance of genuine invention to the successes of brands and businesses.
With the increase of digital spend and consumption habits in the region, brands need to be even more careful with managing crises online. Firebell allows participants to actively engage in a real-time attack of their brand or organization in a secure, controlled environment, including fictional replicas of social channels and media outlets. Post-simulation, an assessment is delivered that identifies the gaps in performance, working to bolster response processes and messaging in advance of the outbreak of an issue or crisis.
In 2013, Weber Shandwick launched a fully redesigned firebell platform to meet the growing needs of clients and social platforms and make the platform itself more user friendly.
“With around 88 percent of more than 100 million MENA internet users interacting on social media each day, everything is knowable and sharable. One single event, or badly judged post or tweet can rapidly escalate into a crisis, whether real or perceived. There is also language to consider, as brands in the region must be prepared to address and respond to issues with a multilingual approach,” says Ziad Hasbani, CEO, Weber Shandwick MENA in a press statement.