Crisis Communication & Social Media Jim Rettew, Chief Communications Officer American Red Cross Mile High Chapter May 1, 2009

Question… How many spokespeople does your apartment company/complex have? Answer: As many residents, employees, friends, family members, suppliers, colleagues, and associates of your business…that’s how many.

How many spokespeople does your apartment company/complex have?

Answer: As many residents, employees, friends, family members, suppliers, colleagues, and associates of your business…that’s how many.

First Things First How many of you have a written crisis communication plan? (or even a crisis plan?) If you don’t have a communication plan, social media won’t help you. You’ll just have more areas to screw up.

How many of you have a written crisis communication plan? (or even a crisis plan?)

If you don’t have a communication plan, social media won’t help you.

You’ll just have more areas to screw up.

Fundamentals of a Crisis Comm Plan Situational Awareness What’s going on? Where? When? Who? Operations Who’s in charge? Who says what? Message Development Victim Management Afterwards…how to rebuild trust and credibility.

Situational Awareness

What’s going on? Where? When? Who?

Operations

Who’s in charge?

Who says what?

Message Development

Victim Management

Afterwards…how to rebuild trust and credibility.

Crisis Comm Nuts and Bolts 1. Phone/E-mail List – Disseminate an emergency list with phone numbers, 2. Perform annual communication audit and Strength Weakness Opportunity and Threat (SWOT) analysis. 3. Media Training – Identify and train organization spokespeople. 4. Crisis Management Checklist – Update the Crisis Communication Checklist for staff to have with them at work and at home, including crisis procedures, policies regarding media inquiries, communication priorities and best means to reach the crisis manager. 5. Key Audience and Media List – Keep contact information for key audiences updated so that they can be easily contacted in a crisis. 6. Key Messages – Spokespeople should be familiar with organization’s key messages. At the time of crisis, relevant messages will be created by the Crisis Communications Team. 7. Pre-approved Statements – Responses for common media inquiries should be created and approved by the board as necessary. 8. Emergency Personnel – Maintain contact information for police, fire, hospitals, the health department, utilities and paramedics. Make sure staff know how to access the information. 9. Off Site Alternatives – Determine a location to convene and/or from which to stage communications if the crisis situation prevents staff from getting to or using the office. 10. Equipment – Identify resources necessary prior to a crisis including extra cell phones, computers, etc. Determine how that equipment would be gathered and who would be responsible for operation. 11. Drill Session – At least quarterly, review and practice crisis communications plan.

1. Phone/E-mail List – Disseminate an emergency list with phone numbers,

2. Perform annual communication audit and Strength Weakness Opportunity and Threat (SWOT) analysis.

3. Media Training – Identify and train organization spokespeople.

4. Crisis Management Checklist – Update the Crisis Communication Checklist for staff to have with them at work and at home, including crisis procedures, policies regarding media inquiries, communication priorities and best means to reach the crisis manager.

5. Key Audience and Media List – Keep contact information for key audiences updated so that they can be easily contacted in a crisis.

6. Key Messages – Spokespeople should be familiar with organization’s key messages. At the time of crisis, relevant messages will be created by the Crisis Communications Team.

7. Pre-approved Statements – Responses for common media inquiries should be created and approved by the board as necessary.

8. Emergency Personnel – Maintain contact information for police, fire, hospitals, the health department, utilities and paramedics. Make sure staff know how to access the information.

9. Off Site Alternatives – Determine a location to convene and/or from which to stage communications if the crisis situation prevents staff from getting to or using the office.

10. Equipment – Identify resources necessary prior to a crisis including extra cell phones, computers, etc. Determine how that equipment would be gathered and who would be responsible for operation.

11. Drill Session – At least quarterly, review and practice crisis communications plan.

So Why Pay Attention to Social Media? It can start a crisis.

It can start a crisis.

Brands that Got Punk’d by Social Media Dominos Wholefoods CEO trashing competition online Dell laptop catches fire on YouTube AOL recording not letting customers cancel

Dominos

Wholefoods CEO trashing competition online

Dell laptop catches fire on YouTube

AOL recording not letting customers cancel

Dominos “ We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre. “ Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s.” NYT

“ We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre.

“ Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s.” NYT

Here’s what could happen to you… Fire Explosion Government investigation Controversial law suit Accusation of discrimination based on race, sexual preference or gender Product recall Serious injury to someone within or outside of the organization Protest Strike Physical violence between co-workers Illegal workers booked by INS Theft by an outsider (ideas or physical assets) Embezzlement Hostile takeover Outbreak of food poisoning caused by your company (maybe even at your company picnic) Death of top executive CEO gets arrested for drunk driving Natural disaster Plane crash Stolen credit card data Books were cooked Major interruptions in service Computer system crash, causing you to lose all data One of your employees is accused of a high profile crime Sexual harassment case Rape on your premises Dramatic downsizing causing significant job loss in a geographic region Chemical spill Radiation leak A major competitor has a huge crisis, throwing attention on your company Caught in a lie False advertising accusation Celebrity spokesperson embroiled in personal scandal Closing of a facility Production sourcing internationally or at a non-union facility Union grievance And, of course, alien abduction of your entire management team

Fire

Explosion

Government investigation

Controversial law suit

Accusation of discrimination based on race, sexual preference or gender

Product recall

Serious injury to someone within or outside of the organization

Protest

Strike

Physical violence between co-workers

Illegal workers booked by INS

Theft by an outsider (ideas or physical assets)

Embezzlement

Hostile takeover

Outbreak of food poisoning caused by your company (maybe even at your company picnic)

Death of top executive

CEO gets arrested for drunk driving

Natural disaster

Plane crash

Stolen credit card data

Books were cooked

Major interruptions in service

Computer system crash, causing you to lose all data

One of your employees is accused of a high profile crime

Sexual harassment case

Rape on your premises

Dramatic downsizing causing significant job loss in a geographic region

Chemical spill

Radiation leak

A major competitor has a huge crisis, throwing attention on your company

Caught in a lie

False advertising accusation

Celebrity spokesperson embroiled in personal scandal

Closing of a facility

Production sourcing internationally or at a non-union facility

Union grievance

And, of course, alien abduction of your entire management team

Why Pay Attention to Social Media? It can start a crisis. It can fuel a crisis.

It can start a crisis.

It can fuel a crisis.

Dominos Bad Word-of-Mouth Skyrocketed

Why Pay Attention to Social Media? It can start a crisis. It can fuel a crisis. It’s effective at informing people in a crisis.

It can start a crisis.

It can fuel a crisis.

It’s effective at informing people in a crisis.

Informing – California Wildfires 2007 Of the 307 people surveyed affected by the fires… A majority (54 percent) indicated they used mobile phones to contact friends or family to get tactical information about the fires (road closures and fire line status) A significant majority (76 percent) consulted information portals and websites. Just like you wouldn’t ignore TV, radio, or print; online communication is the fourth table leg in any plan.

Of the 307 people surveyed affected by the fires…

A majority (54 percent) indicated they used mobile phones to contact friends or family to get tactical information about the fires (road closures and fire line status)

A significant majority (76 percent) consulted information portals and websites.

Just like you wouldn’t ignore TV, radio, or print; online communication is the fourth table leg in any plan.

Other Benefits of Social Media Decrease the demand from the media. Manage communications remotely. Influence the message. Direct connection to the public No media filter Quick implementation.

Decrease the demand from the media.

Manage communications remotely.

Influence the message.

Direct connection to the public

No media filter

Quick implementation.

How is Social Media A Different Animal?

What is Traditional PR? “Public relations is the practice of managing the flow of information between organizations and the public.” Managing Public Relations, by James Grunig and Todd Hunt. Traditionally, PR practitioner try to function as gatekeepers of information. USED TO BE all about control

“Public relations is the practice of managing the flow of information between organizations and the public.”

Managing Public Relations, by James Grunig and Todd Hunt.

Traditionally, PR practitioner try to function as gatekeepers of information.

USED TO BE all about control

But You’re Too Late! The discussion is already out there.

The discussion is already out there.

Now, Social Media puts the ‘Public’ Back in PR Social Media is less about… One-way communication Control Hierarchy News reporters Spin … and more about…. Two-way communication Influence Findability Community Authenticity

Social Media is less about…

One-way communication

Control

Hierarchy

News reporters

Spin

… and more about….

Two-way communication

Influence

Findability

Community

Authenticity

The Conversation is a Two-Way Street TV, Radio, Print – one-way communication Top down approach. We are always the audience. Social Media Online Interactivity – the audience is also the author User-generated content Spurs community and commitment In this environment, you no longer have complete control. But what you can do is…

TV, Radio, Print – one-way communication

Top down approach. We are always the audience.

Social Media Online

Interactivity – the audience is also the author

User-generated content

Spurs community and commitment

In this environment, you no longer have complete control.

But what you can do is…

Influence: the Real Currency of the Cloud… Ideally, You Want Good Buzz Which comes from discussion… Which comes from people… Who are swayed by influence. Influence does not equal spin! Its more subtle… Think Nancy Drew It’s about leaving clues so people can follow your breadcrumbs.

Ideally, You Want Good Buzz

Which comes from discussion…

Which comes from people…

Who are swayed by influence.

Influence does not equal spin!

Its more subtle…

Think Nancy Drew

It’s about leaving clues so people can follow your breadcrumbs.

Breadcrumbs = Findability How can people find you? What do you want them to find? Are you making that easy or hard? Why do they want to find you? How can people find discussions about you? What are those discussion? What’s not being discussed? Who is talking about you?

How can people find you?

What do you want them to find?

Are you making that easy or hard?

Why do they want to find you?

How can people find discussions about you?

What are those discussion?

What’s not being discussed?

Who is talking about you?

OK, I’m Convinced. What Should I Do? Track Everything Participate silence is not golden Be Proactive (even preventative!) Be Authentic (even apologize!)

Track Everything

Participate

silence is not golden

Be Proactive

(even preventative!)

Be Authentic

(even apologize!)

#1. Track Everything Google Alerts Google.com/alerts Google Blog Search Blogsearch.google.com Twitter Search Search.twitter.com Filtrbox.com TrackUR.com ($18/month)

Google Alerts

Google.com/alerts

Google Blog Search

Blogsearch.google.com

Twitter Search

Search.twitter.com

Filtrbox.com

TrackUR.com ($18/month)

Google “I Hate (insert your company).” Search for keywords related to your business. This includes adding a combination of the following criteria in your search process: - "product+sucks" - "company+sucks" - "die+company" - "i+hate+company"

Search for keywords related to your business.

This includes adding a combination of the following criteria in your search process: - "product+sucks" - "company+sucks" - "die+company" - "i+hate+company"

#2. Participate Blogs Podcasts Facebook MySpace LinkedIn Twitter Flickr Wikis Yelp Builds relationships Increases findability

Blogs

Podcasts

Facebook

MySpace

LinkedIn

Twitter

Flickr

Wikis

Yelp

Builds relationships

Increases findability

Silence isn’t Golden These conversations are taking place with or without you, so ignoring them only eliminates you from the conversation and also removes your company from the radar screens of your customers.

These conversations are taking place with or without you, so ignoring them only eliminates you from the conversation and also removes your company from the radar screens of your customers.

#3. Be Proactive! Many potential crises are avoidable through proactive listening, engagement, response, conversation, humbleness, and transparency (rinse & repeat).

Many potential crises are avoidable through proactive listening, engagement, response, conversation, humbleness, and transparency (rinse & repeat).

Be Proactive!...even Preventative! Diffuse visible but not yet large-scale predicaments before they're full-blown public crises. Make a plan Know the social media landscape Develop relationships Become a participant Train for a crisis

Diffuse visible but not yet large-scale predicaments before they're full-blown public crises.

Make a plan

Know the social media landscape

Develop relationships

Become a participant

Train for a crisis

#4. Be Authentic Social media world values and expects honesty, integrity, and transparency. Don’t pay for good reviews Don’t lie or cover-up Don’t spin Example: Bindeez Crisis Defensive / Legal: “We are investigating the allegations. At this time, we are not admitting any wrongdoing and have been told not to comment further.” Authentic: “As parents and grandparents ourselves, we are horrified by this incident.”

Social media world values and expects honesty, integrity, and transparency.

Don’t pay for good reviews

Don’t lie or cover-up

Don’t spin

Example: Bindeez Crisis

Defensive / Legal: “We are investigating the allegations. At this time, we are not admitting any wrongdoing and have been told not to comment further.”

Authentic: “As parents and grandparents ourselves, we are horrified by this incident.”

Apologize A simple, honest apology (without taking legal blame) can defuse the most volatile situation, often averting a communications crisis.

A simple, honest apology (without taking legal blame) can defuse the most volatile situation, often averting a communications crisis.

Do’s and Don’ts DON’T go into crisis mode on every customer complaint. DO engage. “Hey, I saw your post and wanted to find out what you can tell me.” Don’t offer any speculation or opinion, just gather information until you can find the original source of the problem. DON’T get dragged into an argument, or a back-and-forth debate about who is right. DO create a central news and resources page if the crisis is serious. Direct all traffic through various social networks, blogs and news sites back to your resource page. DO enlist regular PR tactics and traditional media.

DON’T go into crisis mode on every customer complaint.

DO engage. “Hey, I saw your post and wanted to find out what you can tell me.” Don’t offer any speculation or opinion, just gather information until you can find the original source of the problem.

DON’T get dragged into an argument, or a back-and-forth debate about who is right.

DO create a central news and resources page if the crisis is serious. Direct all traffic through various social networks, blogs and news sites back to your resource page.

DO enlist regular PR tactics and traditional media.

Things You Could Start Today… Create a blog that posts all emergency notices Google, Wordpress, etc Wiki: let stakeholders collaborate and share information Wetpaint.com Facebook: create a page to form a community Tweet! Twitter.com Acquire emails , Facebook links, and Twitter IDs like you would phone numbers Prepare a ‘dark site’ (crisis web page ready to go) Encourage honest feedback on Yelp Set up your own Flickr group with pictures YOU want to share

Create a blog that posts all emergency notices

Google, Wordpress, etc

Wiki: let stakeholders collaborate and share information

Wetpaint.com

Facebook: create a page to form a community

Tweet!

Twitter.com

Acquire emails , Facebook links, and Twitter IDs like you would phone numbers

Prepare a ‘dark site’ (crisis web page ready to go)

Encourage honest feedback on Yelp

Set up your own Flickr group with pictures YOU want to share

Social Media Dash Board

Take-aways Old “gatekeeper” model is dead It’s about influence, not control People are talking. Are you participating? Leave breadcrumbs so you’re findable Be proactive Be authentic Don’t be the next Dominos case study

Old “gatekeeper” model is dead

It’s about influence, not control

People are talking. Are you participating?

Leave breadcrumbs so you’re findable

Be proactive

Be authentic

Don’t be the next Dominos case study

Jim Rettew American Red Cross Mile High Chapter Chief Communications Officer [email_address] 303-607-4768

American Red Cross Mile High Chapter

Chief Communications Officer

[email_address]

303-607-4768