Mayfair's Image Hinges on Response

Mall too slow in reacting to disturbance, experts say

In this case, social media might have been the biggest storyteller of all. The incident apparently was planned on social media, and in the days that followed, it dominated discussions on Twitter and other media.

The story highlights how social media has changed public relations for better or worse, said Zizzo, chief executive officer of Zizzo Group Marketing + PR + New Media, Milwaukee.

“It’s just kind of a textbook example of an answer to the question, ‘How effective is social media?’” she said.

Zizzo and other local public relations professionals said Mayfair, one of the most popular shopping malls in the state with its 9 million annual visitors, didn’t communicate enough to the public in the days immediately following the incident, but it can still minimize damage to its image long term by committing to a clear response plan.

A group of teens allegedly planned the disturbance online before arriving at the Wauwatosa mall the afternoon of Jan. 2. Witnesses said teens were unruly and aggressive, running through the mall, shouting and knocking over signs and displays. Wauwatosa police later confirmed that a gun was fired in the parking lot in an apparent armed robbery attempt.

Read more: Mayfair’s image hinges on response | The Business Journal