When the social media associate saves the day: a re-imagining of when Novartis learned they might be

As a marketing professional, I have been part of so many business pitches that every time I see a new marketing campaign unfold, I imagine how that pitch went.

"Get it, he's a charming gecko with a British accent, selling Geico.

Expected (gecko riff) meets unexpected (cockney accent)."

Because I have also directed public and media relations, I also can't help but imagine crisis communications gears turning when a known brand gets embroiled in scandal.

So in last night's case, I imagine it all started with the social media associate who is far, far down the chain of corporate communications at Novartis, someone who is reading social media feeds 24/7. He is the first to notice that Novartis starts to trend on Twitter, but not in a good way. Maybe he texts with a peer asking what to do -- "should I call the boss?"

Yes, call.

Associate sends IM, waits with phone in hand.

Boss (I imagine she is just returning home after a nice meal and a few local craft beers from a new neighborhood gastro pub ) responds casually, "let me take a look."

Boss (mid-level) re-reads key tweets and the Executive Summary tweeted by lawyer Michael Avenatti. Eyes hone in on the key line

"Included in these suspicious financial transactions are four payments in late 2017 and early 2018 totaling $399,920 made by global pharmaceutical giant Novartis....."

...suspicious financial transactions. 2017/2018. Novartis.

FREAK OUT MOMENT.

Calls the boss. Implores boss to call their boss. It's time to get leadership, legal counsel, and Board representatives on the phone and start crisis communications. How did we get involved in a single tweet that intermingles Russian collusion AND adult-film star hush money?

Apparently, Novartis was interviewed by Mueller's team last Fall related to its connection to Essential Consulting (Michael Cohen's LLC). Thus, it's possible they had a statement at the ready once (and if) the story became public. I don't really know.

But I do know is that in today's crazy-fast social media environment, news often breaks well after normal business hours. And the first people who may get wind of looming trouble are part of your social media team. That's why it's helpful to have a social media SOP on who/when to call if relevant news hits on social media after normal business hours. The early heads-up can give you valuable late-night hours to plan, craft statements, get spokespeople and employees prepped on the messaging (what to say; what not to say), and get ahead of the morning's news feed.

I have no idea what went on at Novartis yesterday, but I imagine it was a LONG night for corporate communications, leadership, and legal teams at Novartis. They issued a prepared statement late last night and were in full-press mode for media relations today.

I only hope that in all the commotion, someone remembered to thank the social media associate who gave them the first heads up.