Crisis Comm Social Media

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    Notes on slide 1


    1. Acts of God (storms, earthquakes, volcanic action, etc.); 2. Mechanical problems (ruptured pipes, metal fatigue); 3. Human error (the wrong valve was open, misjudgement when driving or operating machinery); 4. Management decisions/indecisions (“the problem is not serious, no one will find out). MOST crises fit are either due to human error or management decisions.

    A sudden crisis occurs without warning and is likely to generate news coverage and may adversely impact employees, investors, customers, suppliers, and other publics.
    A smoldering crisis is a business problem not known or recognized within or without the company and could generate news coverage or legal action when it becomes “known.”

    You’ve got to think quickly.











    The safety and training issue was a key message – First Strike had not had an injury accident or fatality in 20 years of doing business.

    The safety and training issue was a key message – First Strike had not had an injury accident or fatality in 20 years of doing business.

    The safety and training issue was a key message – First Strike had not had an injury accident or fatality in 20 years of doing business.

    The safety and training issue was a key message – First Strike had not had an injury accident or fatality in 20 years of doing business.

    The safety and training issue was a key message – First Strike had not had an injury accident or fatality in 20 years of doing business.

    The safety and training issue was a key message – First Strike had not had an injury accident or fatality in 20 years of doing business.

    The safety and training issue was a key message – First Strike had not had an injury accident or fatality in 20 years of doing business.




    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.

    This part of the news cycle is VERY important to pay attention to.
    The drama of the moment has passed and now the media are going to start looking to how it fits into the big picture…
    It’s important to pay attention to because you’ll pick up clues about what kinds of things the media are going to be focusing on and it will help shape your key messages going forward.

    These are some headlines that we saw in phase three. What types of trends do you think we were looking at developing key messages about based on these headlines.




    Of course, the alcohol alligator was the biggest threat to First Strike as a business.
    The allegations resulted in DUII charges being filed against the company, in addition to other charges.
    The Malheur County DA was also talking about filing felony charges against the two crew bosses, one of which, of course, was Bob’s son.

    When the story did break, Leslie and the company’s defense attorney spent a great deal of time collaborating to ensure that the stakeholders and influentials had the most up-to-date information. A good deal of what went on was not directly determined by our communication strategy – for example, First Strike had an independent lab test the samples in order to get another reading on the blood alcohol content. It was our job, however, to communicate the results of our findings with not only the media, but agency officials at the Forest Service and associations like Oregon Trucking Association and the National Wildfire Suppression Association.

    Of course, the alcohol alligator was the biggest threat to First Strike as a business.
    The allegations resulted in DUII charges being filed against the company, in addition to other charges.
    The Malheur County DA was also talking about filing felony charges against the two crew bosses, one of which, of course, was Bob’s son.

    When the story did break, Leslie and the company’s defense attorney spent a great deal of time collaborating to ensure that the stakeholders and influentials had the most up-to-date information. A good deal of what went on was not directly determined by our communication strategy – for example, First Strike had an independent lab test the samples in order to get another reading on the blood alcohol content. It was our job, however, to communicate the results of our findings with not only the media, but agency officials at the Forest Service and associations like Oregon Trucking Association and the National Wildfire Suppression Association.

    Of course, the alcohol alligator was the biggest threat to First Strike as a business.
    The allegations resulted in DUII charges being filed against the company, in addition to other charges.
    The Malheur County DA was also talking about filing felony charges against the two crew bosses, one of which, of course, was Bob’s son.

    When the story did break, Leslie and the company’s defense attorney spent a great deal of time collaborating to ensure that the stakeholders and influentials had the most up-to-date information. A good deal of what went on was not directly determined by our communication strategy – for example, First Strike had an independent lab test the samples in order to get another reading on the blood alcohol content. It was our job, however, to communicate the results of our findings with not only the media, but agency officials at the Forest Service and associations like Oregon Trucking Association and the National Wildfire Suppression Association.

    Of course, the alcohol alligator was the biggest threat to First Strike as a business.
    The allegations resulted in DUII charges being filed against the company, in addition to other charges.
    The Malheur County DA was also talking about filing felony charges against the two crew bosses, one of which, of course, was Bob’s son.

    When the story did break, Leslie and the company’s defense attorney spent a great deal of time collaborating to ensure that the stakeholders and influentials had the most up-to-date information. A good deal of what went on was not directly determined by our communication strategy – for example, First Strike had an independent lab test the samples in order to get another reading on the blood alcohol content. It was our job, however, to communicate the results of our findings with not only the media, but agency officials at the Forest Service and associations like Oregon Trucking Association and the National Wildfire Suppression Association.

    We recommended to Bob Krueger, who really had to make the tough decision, here that he tell the truth, tell it fast, and tell it first. We told him that he may take some bullets, but in the end, we felt that this strategy would keep in his business in business. To that end, we made some specific recommendations:

    We take the steam out of the sheriff’s report by jumping to solution rather than defend past practices—and put the statement out now.
    Acknowledge weaknesses in the company’s policies that were brought to light by the accident—this should be balanced by reminding them of the excellent training, safety record and performance evaluations on the company
    Tell them how you feel about what has happened and your determination as the president of a good company to do whatever is necessary to learn from it and address and strengthen those areas.
    Tell them what you are doing and have done already.
    When questioned beyond your statement, acknowledge the truth but bridge back to your feelings about it and your pledge to make sure it never happens again. If you refuse to be a sail for their wind, they will make less headway.


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    Crisis Comm Social Media - Presentation Transcript

    1. Crisis Communications Using the social web to monitor, respond & plan
    2. What’s a crisis?
    3. What’s a crisis? \"a significant business disruption which stimulates extensive news media coverage. The resulting public scrutiny will affect the organization’s normal operations and also could have a political, legal, financial and governmental impact on its business.\" -- Institute for Crisis Management
    4. Sudden Crisis vs. Smoldering Crisis Sudden: Occurs without warning Smoldering: Business problem not known or recognized, but may become “known”
    5. Determine key points Tell it FIRST, Tell if FAST and Tell them what you’re going to do about it!  What happened  How do you feel about it  What are you doing about it  Guidance to media
    6. Before you speak to media Determine key points Tell it FIRST, Tell if FAST and Tell them what you’re going to do about it!  What happened  How do you feel about it  What are you doing about it  Guidance to media
    7. Before you speak to the media Have a written statement & company backgrounder Hold media conference as soon as possible. Email release statement to AP and media list. Follow up call to most important media outlets.
    8. How have the rules changed?
    9. How fast does news break?
    10. The reality of crises today Erupt with unprecedented speed An insatiable thirst for news Anyone can break news Porous boundaries between social & mainstream media From: Tactical Transparency
    11. No News Cycle: But Still Phases 24 hour news cycles Instant. Not just major milestones. Regular, frequent updates. We’re in meetings discussing. New information is emerging. These updates drive 140- character content.
    12. First Phase: Just the Facts Who? What? When? Where?
    13. What Role, Social Media?
    14. What Role, Social Media? Disseminate Information
    15. What Role, Social Media? Disseminate Information Relieve media queries (via phone)
    16. Second Phase: Personalizing the Story Who were the people involved? What’s the human interest?
    17. The Second News Cycle What we said… “They were closer than most and the hole they leave is enormous…” “We’re just like family…it’s like losing your own sons..” “They were fine, well trained firefighters who knew our safety rules… “One of best safety records in industry” Day 2 and 3 Personalizing the Story
    18. The Second News Cycle Day 2 and 3 Personalizing the Story What THEY said: • “Crew was ‘band of brothers’ linked by loyalty, now death” The Oregonian • “Boss of fire crew, Oregon town stunned by loss of 8 young men in crash” Seattle PI • “Ill fated crew lauded as hard and safe workers” Roseburg News Review
    19. The Second News Cycle Day 2 and 3 Personalizing the Story
    20. What Role, Social Media?
    21. What Role, Social Media? Humanize & personalize
    22. What Role, Social Media? Humanize & personalize Facilitate information
    23. Third Phase: What Does This Mean? Is it a trend? Do policies need to change?
    24. Third News Cycle “Ill-fated Fire Crew Lauded as Hard and Safe Workers” - The News Review, August 27 “First Strike Safety Record is Solid” - The News Review, August 27 “Ill-fated Fire Crew Praised as Safe and Well-Organized” - KATU, August 27
    25. What Role, Social Media?
    26. What Role, Social Media? Provide company’s point of view
    27. What Role, Social Media? Provide company’s point of view Create outlet for advocacy (if appropriate)
    28. Alligator Hunt: Digging for Dirt Ongoing
    29. The Alcohol Alligator
    30. The Alcohol Alligator On our alligator hunt, we found out the following: • Alex Pulaski from The Oregonian called and told us that he’d spoken to a convenience store clerk that says he sold beer to the First Strike Firefighters in Vale (20 miles from crash site).
    31. The Alcohol Alligator On our alligator hunt, we found out the following: • Alex Pulaski from The Oregonian called and told us that he’d spoken to a convenience store clerk that says he sold beer to the First Strike Firefighters in Vale (20 miles from crash site). • About 2 weeks later, Sherriff Bentz called and told us that preliminary tests showed the driver had a .13 Blood Alcohol Content
    32. The Alcohol Alligator On our alligator hunt, we found out the following: • Alex Pulaski from The Oregonian called and told us that he’d spoken to a convenience store clerk that says he sold beer to the First Strike Firefighters in Vale (20 miles from crash site). • About 2 weeks later, Sherriff Bentz called and told us that preliminary tests showed the driver had a .13 Blood Alcohol Content Who might your target audiences be, what objectives would you set, and significantly, what are your strategies? (assuming this alligator becomes a story)
    33. Alcohol: Messages & Strategies Take the steam out of the sheriff’s report by jumping to solution rather than defending any practices and put the statement out. Acknowledge weaknesses in company policies that were brought to light by the accident. Remind the audiences of the company’s excellent safety record and performance evaluations. Tell audiences how you feel about what has happened. As president of a good company, Bob will do whatever is necessary to learn from it and address areas of weakness. Acknowledge the truth, but bridge back to your feeling about what happened, what you’re already doing and what you plan to do to make sure this doesn’t happen again.
    34. What Role, Social Media?
    35. What Role, Social Media? Thought leadership
    36. Strategies From: Tactical Transparency
    37. Strategies Respond quickly, accurately, professionally, with care From: Tactical Transparency
    38. Strategies Respond quickly, accurately, professionally, with care Be transparent and accessible From: Tactical Transparency
    39. Strategies Respond quickly, accurately, professionally, with care Be transparent and accessible Treat perceptions as fact From: Tactical Transparency
    40. Strategies Respond quickly, accurately, professionally, with care Be transparent and accessible Treat perceptions as fact Acknowledge mistakes From: Tactical Transparency
    41. Strategies Respond quickly, accurately, professionally, with care Be transparent and accessible Treat perceptions as fact Acknowledge mistakes Tailor messages to address the “angry” party From: Tactical Transparency
    42. Strategies Respond quickly, accurately, professionally, with care Be transparent and accessible Treat perceptions as fact Acknowledge mistakes Tailor messages to address the “angry” party Note other side’s concerns From: Tactical Transparency
    43. Strategies Respond quickly, accurately, professionally, with care Be transparent and accessible Treat perceptions as fact Acknowledge mistakes Tailor messages to address the “angry” party Note other side’s concerns Make no public confrontations From: Tactical Transparency
    44. Strategies Respond quickly, accurately, professionally, with care Be transparent and accessible Treat perceptions as fact Acknowledge mistakes Tailor messages to address the “angry” party Note other side’s concerns Make no public confrontations Emphasize existing relationships From: Tactical Transparency
    45. Building Social Media into a Crisis Plan Listening & Monitoring Participating Creating
    46. Richard Moore | Ricky Ruiz | Paul Gibson | Mark Ransdell Leland Price | Jesse James | Jeff Hengel | David Hammer Shawn Blazer | Scott Charleson | Matt Hammer Edrik Gomez | Caleb Renno | Bryan Rich | David Steele

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