Crisis PR - How to Handle Crisis Communications with Social Media
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Crisis PR - How to Handle Crisis Communications with Social Media

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  • NATURAL DISASTERFastest venue to hit 10K checkins'earthquake' appear in status updates for nearly 3 million people on Facebook in the US,#earthquake trend within 15 minutes400K tweets
  • NATURAL DISASTERFastest venue to hit 10K checkins'earthquake' appear in status updates for nearly 3 million people on Facebook in the US,#earthquake trend within 15 minutes400K tweets
  • NEGATIVE REVIEWS.. While working on brand perception
  • ORGANIZATIONAL MISDEEDS Other stories…Aaron yelling at people on yelpScott yelling at employee in restaurant
  • You have this job/responsibility because your client/boss thinks you are smart. Act that way.
  • Groupon video

Crisis PR - How to Handle Crisis Communications with Social Media Crisis PR - How to Handle Crisis Communications with Social Media Presentation Transcript

  • Managing Crisis in
    Today’s Social Media World
  • Today’s Communication Trends
    Demand “Hyper-Transparency”
    Lightening Speed
    Dialogue is KEY
    Competitors have the same tools
  • Different Landscape.
    Same Rules.
  • What IS a Crisis?
    Natural Disasters
    Technological crisis
    Confrontation/Reviews
    Organizational Misdeeds
    Illness/Harmful
  • Aug. 23rd Earthquake
  • Aug. 23rd Earthquake
  • Protestors
  • Reviews
  • Car Wash Misdeeds
  • How to manage the madness when it happens to you…
    Because it will.
  • Steps for Handling Managing Crisis
    Stay calm!!
    Get the facts (the REAL facts)
    If not previously determined, Assign spokesperson
    Finalize the position
    Create sites/profiles
    Contact key audiences (think about the order)
    Be prepared and available for backlash. Know position on follow up conversations.
    Take offline when appropriate
  • Steps for Managing Crisis 3.0
    8. PLAN AHEAD!!
    Think of worst case scenario and plan for it
    Set up Listening Platform
    Determine spokespeople/decision makers
    Get C-Suite Buy-In
    Know “Your Voice”
    Not always necessary to respond
    Practice makes perfect
    Consider different platforms
    Monitor! Monitor! Monitor!
  • Take the blame if it’syour fault.
  • Answer questions as honestly as possible.
  • First 24 hours
    are key
  • Don’t ignore the problem.
    (it wont just go away)
  • What Would YOU Do?
  • GrouponSuperbowl Ad
  • “I take full responsibility for not responding sooner, for not clarifying the details, and for not talking to Allison directly and clearing things up. The Internet moves fast, and I've had my hands full lately.
    Anyway, I'm all ears if you have questions, comments, criticisms, or anything else to say. Thanks for hearing me out. “
  • ?
    Q&A
  • Thank you!
    Allie Herzog
    @allieherzog
    allie@integratepr.com