Red Alert - Navigating a Crisis in a Social Media landscape

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

11 how can you evaluate?

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

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Red Alert - Navigating a Crisis in a Social Media landscape

by Morgan McLintic on Nov 10, 2009

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Red Alert - Navigating a Crisis in a Social Media landscape — Presentation Transcript