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If you were on Facebook all day, you might not know Burger King’s Twitter account was hacked. Unique to this situation (from a PR perspective) is that the hackers gave credit to McDonald’s. Poor McDonald’s! A PR person’s worst nightmare may be having their social media account hacked. Next on the list might be getting credit where no credit is due wanted. (Mashable does a great job of sharing today’s activity in a timeline fashion if you’re interested.)

Inevitably over the next few days, both Burger King and McDonald’s will be studied for their response to this incident. Lucky for them, they have the benefit of learning from those who’ve gone before them like BP. Not being the leader in this instance is a good thing.

Just as the PR crisis happens via social media, so does the opportunity for others to respond and engage. Every story in the news can be shared or spark a conversation for you or your brand. The key is to not capitalize on them.

So what’s the right way to respond in the moment from your brand? Especially if your brand offers PR services. Locally, three marketing agencies posted a tweet and commentary on the situation. I screened their names and avatars so that opinion wouldn’t be generated based on the account. Each takes a different approach to joining the conversation on the topic. Each approach has benefits and potential downsides.AgencyB_burger king hack_021813AgencyC_burger king hack_021813AgencyA_burger king hack_021813Which firm do you think responded the best? What is your take-away from this situation that you can apply if (in your worst nightmare) your own organization faces a PR crisis?