red alert:
navigating a
crisis in a SM
landscape
November 10, 2009
LEWIS PR

introductions
Lucy Allen Morgan McLintic
SVP EVP
@lucya @morganm
2 | November 10, 2009

contents
introduction
what is a crisis today?
types of crisis
how to prepare
how to respond
what to say
3 | November 10, 2009

about LEWIS PR
• global communications firm • public relations, analyst
relations, content creation,
• 39 offices worldwide – 8 in US
influencer programs,
• technology, healthcare, integrated communications
financial services, retail,
• won lots of awards ;)
non-profit sectors
4 | November 10, 2009

which of these is a crisis?
• chemical factory explosion • disgruntled employee
makes internal accusations
• company layoffs
• dissatisfied customer
• CFO accused of financial
complains via Twitter
impropriety
• blogger interview gone awry
• patent infringement suit
• negative comment on
• missed product launch
Facebook Page
deadline
5 | November 10, 2009

how does social media affect
a crisis?
in a bad way in a good way
• frequency >> set expectations • measurability >> evaluate
• speed >> monitoring • dialog >> process
• reach >> global • duration >> short, phew!
• visibility >> transparency
• permanence >> SEO
6 | November 10, 2009

types of crisis
informational event-based
internal internal
informational event-based
external external
7 | November 10, 2009

types of crisis
informational event-based
internal internal
INVESTIGATE PREPARE
informational event-based
external external
EVALUATE ACT
8 | November 10, 2009

how can you prepare?
• agree what is a crisis
• map potential crises impact vs
likelihood (be honest)
• scenario plan – message,
response team, mechanism
• open channels now
• create relationships now
• train spokespeople
9 | November 10, 2009

types of crisis
informational event-based
internal internal
INVESTIGATE PREPARE
informational event-based
external external
EVALUATE ACT
10 | November 10, 2009

11
how can you evaluate?

types of crisis
informational event-based
internal internal
INVESTIGATE PREPARE
informational event-based
external external
EVALUATE ACT
12 | November 10, 2009

how should you respond?
• timeliness
• transparency
• tone
• focus on facts
• prioritize
• offset
• channel / format
• who – you? community?
13 | November 10, 2009

what should you say?
DO DON’T
• clarify and substantiate • belittle the problem
• admit fault if due • amplify the problem
• commit to actions • inject emotion
• offer solutions • make promises
• be human • speculate / accuse
• keep it short
14 | November 10, 2009

summary
• learn to live with crises
• monitor online & offline
• scenario plan – what, who,
how etc
• prepare the ground –
channels, relationships
• keep perspective
15 | November 10, 2009

thank you
www.lewispr.com
16 | November 10, 2009