PR Day 2012 Houston - NEWS AT THE SPEED OF SOCIAL MEDIA: THE PARADIGM SHIFT IN CRISIS COMMUNICATIONS
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PR Day 2012 Houston - NEWS AT THE SPEED OF SOCIAL MEDIA: THE PARADIGM SHIFT IN CRISIS COMMUNICATIONS

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Kade Dworkin's presentation provided at the Public Relations Society of America PR Day 2012 in Houston, Texas on October 31st. Main points of this talk about about how companies can assess and ...

Kade Dworkin's presentation provided at the Public Relations Society of America PR Day 2012 in Houston, Texas on October 31st. Main points of this talk about about how companies can assess and prepare for potential crisis issues as well as how to handle them once they happen.

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    PR Day 2012 Houston - NEWS AT THE SPEED OF SOCIAL MEDIA: THE PARADIGM SHIFT IN CRISIS COMMUNICATIONS PR Day 2012 Houston - NEWS AT THE SPEED OF SOCIAL MEDIA: THE PARADIGM SHIFT IN CRISIS COMMUNICATIONS Presentation Transcript

    • KADE DWORKIN Chief Crisis OfficerRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • CEO DUI?RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) stevendamron
    • ACCIDENT IN MANUFACTURINGRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) Augapfel
    • MARKETING GONE AWRYRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • CURRENT CRISIS MANAGEMENT THINKS SOCIAL MEDIA IS ALL ABOUT PEOPLE LAUNCHING ATTACKS AGAINST THEIR CLIENTS.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • HOW SOCIAL MEDIA CRISIS DIFFERS • There are no bystanders • No traditional media cycles • Sound bites are now limited to even less time or content • May know about a crisis before the media or even you doRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • WHY I LOVE CRISIS EVENTSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • PREVIOUS CLIENTS & EMPLOYERSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • DOCS EVERY COMPANY SHOULD HAVE SOCIAL MEDIA POLICY SOCIAL MEDIA EMERGENCY RESPONSE PLANRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • WHY PREPARE FOR CRISIS •Defining the outer boundaries •Legal Staffs have experience in worst case scenario dreaming •Prevents all key decisions from being made in the momentRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • WHAT IS A CRISIS When something goes wrong inside a company that has the potential to affect business operations.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • STAGES OF A CRISIS •Fact Finding •Unfolding Drama •Blame •Fallout/Reaction •Return to (new) normalRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • 8 KEY NEWS HOOKS •Impact •Novelty •Timeliness •Prominence •Currency •Human Interest •Proximity •ConflictRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • POLITICAL MODEL FOR CRISES Assume there are organized groups of people working against your interests.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • TYPES OF CRISES •Executive Issues •Non-Executive Employee Issues •Governmental Issues •Service Failure •Product FailureRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • TYPES OF CRISES •Marketing Missteps •Compromised Facility •Compromised Data •Company Decisions •OtherRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • CRISIS COMMUNICATION 3 STORY TYPES: •COMPANY •LEGAL •PERSONAL *Helpful to release content on a regular schedule.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • CHOOSING WHICH TO PREPARE FOR •Check company history for past crisis events •Check direct competitors for their crises •If possible, rule out potentials that are unlikely in your industryRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • PREPARING FOR A CRISIS Checklists are easily verifiable, predictable and repeatable by using unambiguous tasksRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • SM CRISIS RESPONSE PLAN •Spark events •Tactical decision team + Legal member for final approvals •Spokespeople •Checklist of action to be immediately taken •Prepared content (if appropriate)RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • SENTIMENT OF RESPONSES •Apologize / Fault Admittance •Sympathetic / Empathetic •Factual Disclosure •Tenacity •Direct ConfrontationRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • SELECTING SPOKESPEOPLE •Trustworthiness in the community •Perceived expertise •Perceived ability to have real change implementedRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • KEYS IN A CRISIS People want to see that you are working toward resolving the problem and restoring things to how they previously were.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • KEYS IN A CRISIS Disclosing facts is key in the early stages of a crisis.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • KEYS IN A CRISIS Consistent communication at regular intervals on social is ideal.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • KEYS IN A CRISIS “Preaching to the choir” is necessary and desired in a social media crisis.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • WORKING FROM BEHIND •Acknowledge •Set a schedule •Follow throughRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • CAP’N CRUNCH RUMORRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin http://www.craveonline.com/lifestyle/articles/162561-wtf-capn- crunch-to-be-discontinued
    • CAP’N CRUNCH RUMORRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • CAP’N CRUNCH RUMORRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • GODADDY DDoS ATTACK ON DNSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • FIRST ACKNOWLEDGEMENTRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • SPINNING TO RESEARCHRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • FRUSTRATED CUSTOMERSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • RESOLVED? 230 @ repliesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • CRISIS AT KUSA IN DENVER FEBRUARY 8TH, 2012RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • MAX BITES KYLE DYER ON AIRRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • INITIAL REACTION 113 Likes 498 Comments 7:02 AM 38 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • INITIAL REACTION COMMENTS CONTAINED: • Concerns for Kyle • Concerns for Max, the dog, and Michael, Max’s owner • Questions on what was going to happen next • Blame for Kyle, Max and Michael • Prejudice against Pitbulls • Demands that KUSA pay Denver’s automatic dog bite fineRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • COMPANY STORY 1:11PM Short letter written by VP 354 Likes 233 Comments 26 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • LEGAL OBLIGATIONS 2:12PM 194 Likes 254 Comments 19 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • PERSONAL STORY Additional posts on an hourly basis regarding the facts of the situation 5:11PM Personal note from Kyle’s co-anchor of 15 years 984 Likes 499 Comments 36 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • RESOLUTION FEB 9, 2012 12:31PM 257 Likes 197 Comments 25 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • AFTERMATH FEBRUARY 10-12TH, KUSA did not receive a single additional post or comment about the crisis on their page.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • AFTERMATH “We appreciate your efforts today to help us manage our difficult story.   Managing a reputation is not easy but having your expertise at Gannett Local certainly made the process better.  Your insights, thoughts and suggestions were most helpful and I wanted you to know just how much we appreciated your time and teamwork in helping us.  Thank you. Best regards, Mark A. Cornetta President & General Manager KUSA-TV/KTVD-TV”RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • CONTACT INFO + URL http://redalertsocialmedia.com/prsa   Download the deck, watch the video + sign up to receive the 10 crisis categories in depth Kade Dworkin kade@redalertsocialmedia.com 877-427-2599 x 701RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
    • Questions and AnswersRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin