Last Updated Jan 8, 2011 2:58 PM EST
It's all a far cry from 2009, when Pfizer didn't have a Twitter account and its top PR man admitted that the company had an unwritten rule of not returning reporters' phone calls. At that time, shortly after it bought Wyeth, the company vowed to begin trying to communicate in plain English instead of in language only lawyers could read.
The blog response flowchart mostly appears to be common sense (click to enlarge):
Although perhaps it could have been shorter and simpler. It was based on a version produced by the U.S. Air Force. Pfizer also has its own blog site where its scientists opine about current issues; there are currently 196 posts.
At recent BlogWell conference (video below), Kate Bird, Pfizer's digital communications strategy director, said the company's main vehicle for crisis management is now Twitter:
Twitter is really the most-used channel for any type of crisis communication.Not everyone at the company is completely up to speed, she said. The social media playbook was introduced because some colleagues didn't want to touch it:
We don't want them to be intimidated and afraid of it. It's part of our everyday life. It's only going to become an even greater part of our everyday life ... I think a lot of our colleagues are just too intimidated to say, What is Twitter and why is it important and why should I even care about it?That explains in part why Pfizer was beaten to the @Pfizer Twitter handle by a fake, and the company's real messages go out on @Pfizer_News.