Crisis & online reputation management


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Presentation at PR News Measurement Conference, April 18, 2012. #prmeasure

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Crisis & online reputation management

  1. 1. How to Measure Your Brand’s Reputation During and After a Crisis PR News Measurement Conference April 18, 2012 Priya Ramesh - @newpr
  2. 2. Only Half of Companies Have A Crisis Plan Source: 2011 Crisis Readiness Study, Burson-Marstellar
  3. 3. Low Confidence Handling New Media During Crisis Source: 2011 Crisis Readiness Study, Burson-Marstellar
  4. 4. Ten Commandments of Online Crisis Management1. Thou shalt establish and train a Social Media SWAT Team2. Thou shalt move at lightning speed3. Thou shalt build a dark site to provide 24/7 updates4. Thou shalt deploy a round the clock monitoring schedule5. Thou shalt NOT delete negative comments on the crisis6. Thou shalt be willing to say “Sorry” openly on the WWW7. Thou shalt create hyper-transparency on the crisis situation8. Thou shalt proactively alert media/bloggers on PR crisis9. Thou shalt NOT feed the troll10. Thou shalt not merely blog and tweet for crisis’ sake but LISTEN and ENGAGE
  5. 5. Case Study: Crisis Situation  Leading domain registrar  Over 500,000 merchant credit cards compromised  Angry customers reacted on Twitter, company Facebook page, blogs and online forums  Customers threatened to cancel subscriptions and transfer to competitors
  6. 6. Key Goals• Be as transparent as possible• Respond to customer enquiries in real-time• Provide round the clock updates• Maintain customer loyalty and minimize negative impact on brand reputation
  7. 7. Crisis Monitoring & Response Process ( Make your dark site the communication hub
  8. 8. Online Reputation Monitoring ToolsFREE Google News Google Blog TweetDeck Alerts AlertsSMALLBUSINESS TrackurENTERPRISE Radian6 Cision Buzzlogic Top 10 Reputation Tracking Tools Worth Paying For
  9. 9. Proactive Measures to Neutralize Negative Sentiment• Don’t stop PR activities that help generate positive mentions• Create a strategy to increase positive online mentions to push down the negative mentions on Google search results• Positive mentions generated by Bi-annual Small Business Survey and a Small Business Conference helped Network Solutions maintain a high positive-neutral online sentiment post-crisis• Proactively reaching out to media, bloggers and influentials garnered positive mentions and tremendously reduced negative chatter
  10. 10. Proactive PR Efforts = Great Media Coverage 10
  11. 11. Maintaining Positive Online SentimentIncrease PR efforts to generate positivementions online post-crisis. 72% Positive/Neutral Online Sentiment
  12. 12. Awards and Peer Recognition • 2010: Excellence in Online Reputation Management • Society for New Communications Research (SNCR) 2010 Excellence in New Communications Award. • Prestigious awards program honoring corporations that are pioneering the use of social media and Internet communications technologies. 12
  13. 13. “It takes 20 years to builda reputation and fiveminutes to ruin it. If youthink about that, youll dothings differently.” - Warren Buffet
  14. 14. CRT/tanaka Snapshot $11.6 million in fees Five 75 Practice Areas Professionals Corporate/B2B Interactive/Social Media Five Consumer Health Locations Lewis & Neale Richmond (HQ) Washington, D.C New York Los Angeles Norfolk
  15. 15. Awards • Best Agency to Work for in America – Holmes Report • One of Five Best Mid-sized Agencies in Nation – PRWeek • One of the Three Most Admired PR Agencies in U.S. – Holmes Report • #1 Most Creative Agency in America – Inside PR • Creator of one of “The Greatest PR Campaigns Ever” for the launch of Windows’ 95 – PRWeek • “Lifetime Achievement Award” for Liz Claiborne “Love is Not Abuse” – SABRE Awards • Creator of three of the “Top 20 PR Campaigns of the Decade” for Coors, Windows’ 95 and Liz Claiborne – Inside PR • Torch Award for Business Ethics – BBB • More than 325 national and regional awards
  16. 16. National Clients (Partial List)
  17. 17. Thank you Priya Ramesh - @newprDirector, Social Media, CRT/tanaka ( Blog: