Crisis Management<br />The New Rules of PR and Communication<br />Group C<br />Christina Reyes - Jose Campinho - Hector Sa...
The New Rules of PR and Communication<br />Monitor<br />Plan – Act / React<br />The conversation – Real-Time 2 way communi...
Monitor<br />Online communication and especially online buzz should be monitored<br />Establish reporting system to monito...
Plan - Act / React<br />Plan actions: <br />Any communication activity online should be planned<br />Plan reactions:<br />...
The conversationreal-time 2 way communication<br />Online communication and PR today is a 2 way conversation<br />Happy cu...
Engage with your Customers<br />Listen to your customers and engage with them <br />United breaks Guitars, July 2009http:/...
Engage with your Customers<br />Bad case Practice<br /> Nestle Kit Kat – Palm oil case<br />http://www.greenpeace.org.uk/f...
Engage with your Customers - Adapt<br />Actions need to follow promises – be honest with your customers<br />Adapt to your...
Social Media and Employees<br />Be vigilant on how employees use social media<br />By their behaviour online, employees ca...
Additional Sources<br />10 Of The Biggest Social Media PR Disastershttp://www.datadial.net/blog/index.php/2011/09/06/10-of...
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The New Rules of Communication

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The New Rules of Communication

  1. 1. Crisis Management<br />The New Rules of PR and Communication<br />Group C<br />Christina Reyes - Jose Campinho - Hector Saracho Stefanie Coroalles - Lukas Karrer - Yuko Isomura<br />
  2. 2. The New Rules of PR and Communication<br />Monitor<br />Plan – Act / React<br />The conversation – Real-Time 2 way communication<br />Engage with your Customers – Adapt<br />Social Media and Employees<br />
  3. 3. Monitor<br />Online communication and especially online buzz should be monitored<br />Establish reporting system to monitor existing social media<br />Know what your customers say and read about you“Dell lies; Dell sucks” Case, June 2005<br />
  4. 4. Plan - Act / React<br />Plan actions: <br />Any communication activity online should be planned<br />Plan reactions:<br />Create a Social Media Emergency response Team (community managers) <br />Train team on how to answer and react to threats<br />Prepare information and training material for prevention, safety and what to do in case of an imminent threat<br />
  5. 5. The conversationreal-time 2 way communication<br />Online communication and PR today is a 2 way conversation<br />Happy customers will talk positively about you<br />Communication is real-time<br />Customers expect an answer within 24 hours<br />Customers expect to be listened to<br />Word of mouth is extremely powerful online. If customers talk positively or negatively about you will have a great impact on your brand. <br />Talk to your customers on an on-going basis<br />PR is on-going, it never stops<br />
  6. 6. Engage with your Customers<br />Listen to your customers and engage with them <br />United breaks Guitars, July 2009http://www.youtube.com/watch?v=5YGc4zOqozo<br />React to the buzz and the comments customers make online<br />Engage in real open conversations with customers<br />Some rules on engaging:<br />Deleting comments is not enough<br />Do not ignore negative comments<br />Be nice<br />Be honest<br />Accept your mistakes<br />Don’t get defensive<br />Don’t insult<br />Don’t troll your competitors The whole Foods case, July 2007<br />Don’t annoy bloggers and influencersBelkin’s positive review Case, January 2009<br />
  7. 7. Engage with your Customers<br />Bad case Practice<br /> Nestle Kit Kat – Palm oil case<br />http://www.greenpeace.org.uk/files/po/index.html<br />http://www.socialmedialibrary.co.uk/blog/2010/03/nestle-facebook-response-leaves-sour-taste<br />Good case Practice<br /> Unilever – Palm oil<br />http://www.unilever.com/sustainability/environment/agriculture/palmoil/<br />
  8. 8. Engage with your Customers - Adapt<br />Actions need to follow promises – be honest with your customers<br />Adapt to your customers<br />Adapt to their expectations<br />Be where your customers are<br />
  9. 9. Social Media and Employees<br />Be vigilant on how employees use social media<br />By their behaviour online, employees can be a great threat to a brand<br />Create a Social Media Policyhttp://www.slideshare.net/massimoburgio/social-media-marketing-networks-etiquette-and-inspirations-5903134<br />Educate employees on risks – “Don’t be Stupid”<br />Create rules of engagement for employees on social networks<br />Domino’s Pizza case, April 2009<br />Chrysler Twitter case, March 2011<br />
  10. 10. Additional Sources<br />10 Of The Biggest Social Media PR Disastershttp://www.datadial.net/blog/index.php/2011/09/06/10-of-the-biggest-social-media-pr-disasters/<br />5 Lessons from Social Media PR Disastershttp://www.theatlantic.com/business/archive/2010/03/5-lessons-from-social-media-pr-disasters/37977/<br />10 Rules for Successful Social Media Communication http://www.online-communication.eu/simple_rules/<br />The New Rules of PR http://www.davidmeermanscott.com/documents/New_Rules_of_PR<br />

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