Crisis Communication in a Social World
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Crisis Communication in a Social World

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What will you do when your company's reputation depends on your reaction? In 2012, companies need to have crisis communications plans in hand for many different types of situations. More crucial than ...

What will you do when your company's reputation depends on your reaction? In 2012, companies need to have crisis communications plans in hand for many different types of situations. More crucial than ever before is the need to understand the impact social media has on crisis communications. Cara Posey will help you understand the key tips you need to know to be prepared, as well as how to avoid common mistakes that happen when a crisis happens to your company.

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Crisis Communication in a Social World Crisis Communication in a Social World Presentation Transcript

  • Crisis Communication in a Social WorldCara Posey, Speakerfile Inc., Chief Marketing Officer Carnegie Mellon University Heinz College Symposium on Arts Management and Innovation October 6th, 2012 @CaraPosey
  • Who is this person talking to me? Cara Posey Chief Marketing Officer Speakerfile, Inc. 10+ years experience in communications, public relations, social media, marketing, fundraising, management, strategic planning and more. Signature Worldwide, Ohio State Government, Girl Scouts of America, Brookings Institution, Pittsburgh Opera, Pittsburgh Youth Symphony, University of Pittsburgh Medical Center Adjunct Professor, Communications & Marketing, Franklin University M.A.M. (Carnegie Mellon University) B.A. (College of Wooster) @CaraPosey
  • “ Everything’s fine and dandy till someone picks their nose with your product and posts it on YouTube. ”@CaraPosey
  • Social media is ripe with crisesNo one is immune from these types of disasters… @CaraPosey
  • Crisis communicationHow to prepare, take action, and move on Planning Have a game plan for handling a crisis Be Prepared Repair Training Continually listen to Helping your people not feedback and work to do stupid things rebuild reputation Quick Response Ground Work Be prepared to act Build positive quickly and confidently relationships and a solid presence @CaraPosey
  • Planning 1. Do you have a crisis communications plan? 2. Does it include social media? 3. Is it actionable? 4. Who owns it? 5. How do we know when to enact the plan? @CaraPosey
  • TrainingIf they might speak on behalf of your organization, train them Planning • In-person training with Have a game plan for handling a crisis takeaways for reference Repair Training • Crisis drills for executive team and spokespeople Continually listen to Helping your people not feedback and work to rebuild reputation do stupid things • Monitor actions daily • Reinforce training with Quick Response Ground Work regular social media get- togethers & discussions Be prepared to act Build positive quickly and confidently relationships and a solid presence @CaraPosey
  • Training Train Faster Drill Faster Monitor Faster Reinforce Faster In-person training is  Prepare potential crisis  Check social networks  Email updates can be optimal for uniform situations including multiple times a day, quick and effective to keep understanding scenarios your executives including organization employees or volunteers could encounter pages engaged with your social Give examples of the media efforts good and the bad  Table drills with small  Set up Google Alerts for groups to ensure organization name,  Regular meetings to go Set expectations for over new social media consensus and identify executives names, behavior and participation trends or technology help areas of disagreement programs or products, and Provide takeaways for your name reinforce training and keep  Individual drills in front reference after training people engaged of the group can identify  Don’t be the only Admin– individual strengths and always have other people  Answer questions weaknesses serving as eyes and ears through whatever method makes the most sense, but if one person has a question, consider whether you need to answer it for the group @CaraPosey
  • Ground work“The time to repair the roof is when the sun is shining.” – John F. Kennedy Planning • Build awareness of your Have a game plan for handling a crisis organization’s personality Repair Training • Get to know media and thought leaders in your Continually listen to Helping your people not feedback and work to rebuild reputation do stupid things industry or area • Engage your customers, Quick Response Ground Work volunteers, and employees regularly and consistently Be prepared to act Build positive quickly and confidently relationships and a solid presence @CaraPosey
  • Getting to know you… @CaraPosey
  • Quick response Planning Social Media Never Sleeps Have a game plan for handling a crisis Repair Training Continually listen to Helping your people not feedback and work to do stupid things rebuild reputation Quick Response Ground Work Be prepared to act Build positive quickly and confidently relationships and a solid presence @CaraPosey
  • You have limited to no time to mitigate a crisisSocial media goofs are easily recorded and hard to eraseTime untilmeltdown Don’t get lazy National Organization Local @CaraPosey
  • How do I know it’s a crisis?• Messages are coming from many people, not just one person• The story is starting to be shared with more people and multiple platforms• Your phone is ringing no matter what time it is• Your mom knows about it: it’s gone viral Oh $%@&! @CaraPosey
  • If you don’t want it on the front page, don’ttweet it… @CaraPosey
  • You can pull the tweet, but the damage is done @CaraPosey
  • How to respond to angry mobs of people 1. Listen 2. Identify Context of Problem 3. Determine Appropriate Response 4. Respond Quickly 5. Empathize and Apologize 6. Be Brief and Sincere @CaraPosey
  • So what did KitchenAid do?“ During the debate tonight, a member of our Twitter team mistakenly posted an offensive tweet from the KitchenAid handle instead of a personal handle. The tasteless joke in no way represents our values at KitchenAid, and that person won’t be tweeting for us anymore. That said, I lead the KitchenAid brand, and I take responsibility for the whole team. I am deeply sorry to President Obama, his family, and the Twitter community for this careless error. Thanks for hearing me out. - Cynthia Soledad ” @CaraPosey
  • Repair your reputation Planning The good and the bad: Have a game plan for handling a crisis Repair Training Continually listen to feedback and work to Helping your people not do stupid things There’s a new crisis every rebuild reputation day, but the internet rarely forgets. Quick Response Ground Work Be prepared to act Build positive quickly and confidently relationships and a solid presence @CaraPosey
  • Sometimes it takes time or money or both • Original social media disaster happened in 2009 • 18 months spent developing turnaround • Self-deprecating…we used to be bad • Tens of millions of dollars spent revamping product • Hired one of top marketing firms in country @CaraPosey
  • Repair doesn’t have to be complicated“ We areoneorganizationwas just a little mistake. disasters and this an that deals with life-changing wasn’t of them…it - Wendy Harman ” @CaraPosey
  • Bonus: public service announcement You do not need to add your personal accounts to Hootsuite to intermingle with your business accounts. Given how many mistakes have happened due to this, proceed with caution if you use social media for anything other than business. @CaraPosey
  • Hootsuite is a tool, you have to be the brains @CaraPosey
  • When all else fails, use the website application This is harder to screw up…not impossible, but a lot harder @CaraPosey
  • Crisis communications in a social world Planning Have a game plan for 1. Plan ahead handling a crisis Repair Training 2. Train your people 3. Lay the ground work Continually listen to Helping your people not feedback and work to rebuild reputation do stupid things 4. Respond quickly to a crisis 5. Repair your organization’s Quick Response Ground Work reputation Be prepared to act Build positive quickly and confidently relationships and a solid presence @CaraPosey
  • Thank You!Cara Posey, Speakerfile Inc., Chief Marketing Officercposey@speakerfile.com | www.speakerfile.com @CaraPosey