Ivory Soap giving away soap to the homelessAIG laying off 1,000 peopleKFC is having a chicken eating contest featuring Joey Chestnut and KobyashiDell Computers has a new wellness campaign that could make its employees healthirOffice Depot is mad they aren’t on TV as much as Staples and wants more facetime
CRISIS COMMUNICATIONEMERGENCY CHECKLIST•PR Emergency Headquarters created. The PR Director stayshere and supervises designated staff. • Notification and liaison. • Internal: Notify CEO and other top officials on a need to know basis. • External: Notify the media, law enforcement, government agencies, next of kin (announce names to public after notification or within 24 hours.
CRISIS COMMUNICATIONPrepare Media Materials1. Have company backgrounder, fact sheet and bios of officersalready prepared on the company website.2. Prepare basic news release on crisis as soon as possible (one-hour rule)• Include all known facts (who, what, where when, NOT NOT NOT NOT NOT why...avoid fault)• Be certain information is accurate• Clear release with senior management, legal department and personnel department.• Issue release to media, employees, community leaders, insurance company and government agencies. Get it on the website. Use fax and email.
CRISISCOMMUNICATION3. Issue timely statements in an ongoing crisis.4. Use one-voice principle-information only from officialorganizational statements.5. Use full disclosure, but don’t admit fault. Let investigatorsinvestigate. Cooperate with those investigators.
CRISIS COMMUNICATIONPUBLIC INFO CENTER1.Establish a public information center somewhere within the PRHQ2.Respond to phone, email and social media inquiries. 3.If youdon’t know the answer, it’s OK. Explain how you will get the infoand release it to the public.4. Hold meetings with groups as needed to clarify misinformation.5.Have a call center if needed.6.Direct company employees to make no unauthorizedstatements.
CRISIS COMMUNICATIONMEDIA INFO CENTER1. Designate a place where the media can gather. Know they’ll beall over the place anyway. Know they will try and bypass the one-voice principle2. Try and create some distance from the PR HQ. You’ll need thespace. Close, but not too close.3. Have a sole spokesperson on duty day and night.
CRISIS COMMUNICATIONWHAT I WISH I KNEW1.You have never appreciate the chaos.2.You can never underestimate how important separation is of themedia center and PR HQ.3. The more you plan, the better it goes. 44. Consider set press conferences every few hours..This helps dispel rumors the media will uncover. This symbolizes you’re working. This gives a chance to get various stakeholders in front ofthe camera to present one voice.
STUFF THE BOOKDOESN’T TELL YOU•There are three ways I target bloggers • www.technorati.com • www.blogged.com • Good old fashioned grunt work • What blogs are bloggers reading? • RSS feeds • Follow the trail…. • Bloggers can be your best friend or worst enemy. • Prepare for both.
BLOGGER RELATIONSTHE DIFFERENCES• 77% of Internet users read blogs• 89% of journalists conduct research on blogs• 72% of bloggers blog to share experience• 61% of bloggers supplement their income by blogging
BLOGGER RELATIONSTHE DIFFERENCES• Bloggers don’t break news• Bloggers answer to readers and communities, not editors or news directors• Bloggers didn’t graduate from J school, let alone Scripps• Bloggers don’t have daily deadline; they don’t need press releases• Bloggers can get paid to promote products; they just have to disclose payments.
BLOGGER RELATIONS• Define The Ask • Do you want to giveaway products? • Do you want a guest post? • Do you want an interview? • Do you want to be part of their links page? • Do you want permission to use their name as part of future outreach?
BLOGGER RELATIONS• Build A Relationship • What do they like to write about? • How do they want to be pitched? • How far in advance to they work? • What is their favorite post?• Make The Relationship Last • Many bloggers use their blog as a revenue generating instrument. • How can PR pro drive quality traffic to the site. • Link Building • @mentions on Twitter and Facebook.
BLOGGER RELATIONS• Content • Product Reviews • Research Findings • New Data• Justification: Offer a simple declarative sentence as to why anything you’re pitching would matter to the blogger’s readership. • Does it solver a reader’s problem? • Will it spark a conversation that helps generate more traffic to the blog? • Are you responding to the blogger’s needs?