The Impact of Disasters on Brand Sentiment

Thursday, February 28, 2019 - 1:00pm to 2:00pm

As the rate and impact of disasters grows, so has the response of the private sector to recover, rebuild, and make resilient. However, companies can struggle to communicate those efforts. New research by IBM and the U.S. Chamber of Commerce Foundation (USCCF) highlights the impact of disaster response communications on a brand's reputation and sentiment.

Researchers found that local and national disasters and tragedies have the biggest impacts on the overall level of social media conversations about companies. From hurricanes and floods to accidents and shootings, our latest scan of social media shows that these types of events elicit negative sentiment. How companies communicate their response can be the difference between being lost in the mix of negative emotions or being a bright spot in a dark time. Learn more from the researchers and companies engaged in this work:

  • Christian Schoen, Non-Profit Consulting Practice Leader, IBM Corporate Responsibility
  • Lane Hart, Senior Managing Consultant, Weather Company NA Services Integration Lead, IBM
  • Rebecca Curzon, Global Disaster Preparedness and Response Pillar and Program Leader, IBM Corporate Citizenship
  • Alice Turner, UPS Humanitarian Relief and Resilience Program Supervisor

Learn more from IBM, USCCF, and companies at the forefront of disaster response and recovery, and how disaster response communications create a public response.

Click here to view the webinar.