KADE DWORKIN                                        Chief Crisis OfficerRED ALERT SOCIAL MEDIAKADE DWORKIN             @ka...
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     ...
HOW SOCIAL MEDIA CRISIS DIFFERS                          • There are no bystanders                          • No tradition...
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 EMERGE...
WHY PREPARE FOR CRISIS                          •Defining the outer boundaries                          •Legal Staffs have...
WHAT IS A CRISIS                            When something goes wrong                            inside a company that has...
STAGES OF A CRISIS                          •Fact Finding                          •Unfolding Drama                       ...
8 KEY NEWS HOOKS                         •Impact         •Novelty                         •Timeliness     •Prominence     ...
POLITICAL MODEL FOR CRISES                           Assume there are organized                           groups of people...
TYPES OF CRISES                          •Executive Issues                          •Non-Executive Employee Issues        ...
TYPES OF CRISES                          •Marketing Missteps                          •Compromised Facility               ...
CRISIS COMMUNICATION                                  3 STORY TYPES:                                   •COMPANY           ...
CHOOSING WHICH TO PREPARE FOR                          •Check company history for past crisis                           ev...
PREPARING FOR A CRISIS                                         Checklists are easily                                      ...
SM CRISIS RESPONSE PLAN                         •Spark events                         •Tactical decision team + Legal memb...
SENTIMENT OF RESPONSES                         •Apologize / Fault Admittance                         •Sympathetic / Empath...
SELECTING SPOKESPEOPLE                         •Trustworthiness in the community                         •Perceived expert...
KEYS IN A CRISIS                          People want to see that you                          are working toward resolvin...
KEYS IN A CRISIS                          Disclosing facts is key in the                          early stages of a crisis...
KEYS IN A CRISIS                           Consistent communication at                           regular intervals on soci...
KEYS IN A CRISIS                          “Preaching to the choir” is                          necessary and desired in a ...
WORKING FROM BEHIND                         •Acknowledge                         •Set a schedule                         •...
CAP’N CRUNCH RUMORRED ALERT SOCIAL MEDIAKADE DWORKIN              @kadedworkin   http://www.craveonline.com/lifestyle/arti...
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    ...
MAX BITES KYLE DYER ON AIRRED ALERT SOCIAL MEDIAKADE DWORKIN               @kadedworkin
INITIAL REACTION                           113 Likes                           498 Comments     7:02 AM                   ...
INITIAL REACTION                         COMMENTS CONTAINED:                          • Concerns for Kyle                 ...
COMPANY STORY                                         1:11PM                                         Short letter         ...
LEGAL OBLIGATIONS                                             2:12PM                                             194 Likes...
PERSONAL STORY                                         Additional posts on an hourly basis                                ...
RESOLUTION                                         FEB 9, 2012                                         12:31PM            ...
AFTERMATH                         FEBRUARY 10-12TH, KUSA did                         not receive a single additional      ...
AFTERMATH                         “We appreciate your efforts today to help us manage our difficult story.                ...
CONTACT INFO + URL                         http://redalertsocialmedia.com/prsa                           Download the deck...
Questions and AnswersRED ALERT SOCIAL MEDIAKADE DWORKIN             @kadedworkin
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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 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

  1. 1. KADE DWORKIN Chief Crisis OfficerRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  2. 2. CEO DUI?RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) stevendamron
  3. 3. ACCIDENT IN MANUFACTURINGRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) Augapfel
  4. 4. MARKETING GONE AWRYRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  5. 5. CURRENT CRISIS MANAGEMENT THINKS SOCIAL MEDIA IS ALL ABOUT PEOPLE LAUNCHING ATTACKS AGAINST THEIR CLIENTS.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  6. 6. 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
  7. 7. WHY I LOVE CRISIS EVENTSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  8. 8. PREVIOUS CLIENTS & EMPLOYERSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  9. 9. DOCS EVERY COMPANY SHOULD HAVE SOCIAL MEDIA POLICY SOCIAL MEDIA EMERGENCY RESPONSE PLANRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  10. 10. 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
  11. 11. 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
  12. 12. STAGES OF A CRISIS •Fact Finding •Unfolding Drama •Blame •Fallout/Reaction •Return to (new) normalRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  13. 13. 8 KEY NEWS HOOKS •Impact •Novelty •Timeliness •Prominence •Currency •Human Interest •Proximity •ConflictRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  14. 14. POLITICAL MODEL FOR CRISES Assume there are organized groups of people working against your interests.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  15. 15. TYPES OF CRISES •Executive Issues •Non-Executive Employee Issues •Governmental Issues •Service Failure •Product FailureRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  16. 16. TYPES OF CRISES •Marketing Missteps •Compromised Facility •Compromised Data •Company Decisions •OtherRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  17. 17. CRISIS COMMUNICATION 3 STORY TYPES: •COMPANY •LEGAL •PERSONAL *Helpful to release content on a regular schedule.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  18. 18. 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
  19. 19. PREPARING FOR A CRISIS Checklists are easily verifiable, predictable and repeatable by using unambiguous tasksRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  20. 20. 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
  21. 21. SENTIMENT OF RESPONSES •Apologize / Fault Admittance •Sympathetic / Empathetic •Factual Disclosure •Tenacity •Direct ConfrontationRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  22. 22. SELECTING SPOKESPEOPLE •Trustworthiness in the community •Perceived expertise •Perceived ability to have real change implementedRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  23. 23. 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
  24. 24. KEYS IN A CRISIS Disclosing facts is key in the early stages of a crisis.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  25. 25. KEYS IN A CRISIS Consistent communication at regular intervals on social is ideal.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  26. 26. KEYS IN A CRISIS “Preaching to the choir” is necessary and desired in a social media crisis.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  27. 27. WORKING FROM BEHIND •Acknowledge •Set a schedule •Follow throughRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  28. 28. CAP’N CRUNCH RUMORRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin http://www.craveonline.com/lifestyle/articles/162561-wtf-capn- crunch-to-be-discontinued
  29. 29. CAP’N CRUNCH RUMORRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  30. 30. CAP’N CRUNCH RUMORRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  31. 31. GODADDY DDoS ATTACK ON DNSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  32. 32. FIRST ACKNOWLEDGEMENTRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  33. 33. SPINNING TO RESEARCHRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  34. 34. FRUSTRATED CUSTOMERSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  35. 35. RESOLVED? 230 @ repliesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  36. 36. CRISIS AT KUSA IN DENVER FEBRUARY 8TH, 2012RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  37. 37. MAX BITES KYLE DYER ON AIRRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  38. 38. INITIAL REACTION 113 Likes 498 Comments 7:02 AM 38 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  39. 39. 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
  40. 40. COMPANY STORY 1:11PM Short letter written by VP 354 Likes 233 Comments 26 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  41. 41. LEGAL OBLIGATIONS 2:12PM 194 Likes 254 Comments 19 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  42. 42. 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
  43. 43. RESOLUTION FEB 9, 2012 12:31PM 257 Likes 197 Comments 25 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. Questions and AnswersRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin
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