Social Media and Crisis
Communications (Revisited)
Shel Holtz, ABC
April 27, 2009
Baseline: What is a PR crisis?
 An unanticipated event or disclosure
that threatens your organization’s/client’s
reputati...
The conundrum
 Nothing’s changed
 Crisis principles remain unaffected
 Everything’s changed
 Solution:
Apply crisis ba...
Crisis basics
 The public is risk-averse
 The public attaches little credibility to business advocates
 Media’s role is...
Exxon Valdez
Enron
Ford Explorer/Firestone Tires
Key crisis goals
 Survive the crisis
 Present/maintain positive image
 Maintain constituent support
 Monitor / listen ...
Tylenol (at first)
Tylenol (long-term)
Strategies
 Respond quickly, accurately, professionally, with care
 Be transparent and accessible
 Treat perceptions as...
The reality of crises today
 Erupt with unprecedented speed
 An insatiable thirst for news
 Anyone can break news
 Por...
How fast does news break?
What is news?
 Not just major announcements or milestones
 Instead: Frequent, regular updates
 We’re in meetings discus...
Original Blog Post or TweetOriginal Blog Post or Tweet
ReTweetReTweet Blog PostBlog PostVideoVideo DeliciousDelicious Digg...
Three case studies
 MotrinMoms
 AmazonFAIL
 Domino’s Pizza
Motrin video
 http://www.youtube.com/watch?v=BmykFKjNpdY
MotrinMoms
Motrin parody video
 http://www.youtube.com/watch?v=TpqpAGLS2t4
AmazonFAIL
 Began with a single blog post
Why Amazon failed
 No apology
 Insisted it was just a “glitch”
 Never acknowledged aggrieved parties
Domino’s
Domino’s preliminary response
 AdAge:
Don’t add fuel to the fire
 Ragan.com:
It hasn’t spread to mainstream media
Is the Dominos symbol changing?
Why use social media in a crisis?
 It’s where people increasingly go for information
 Online social interaction centers ...
Richard Edelman
and the Trust Barometer
on “FIR Live:”
http://tinyurl.com/asq52d
Why a blog is a prerequisite
 Media follows them
 Your critical publics read them
Engage!
38
138 total tweets138 total tweets
to 32,000-plusto 32,000-plus
Release assets into the wild
 Core facts
 Photos on Flickr
 Videos on YouTube
 Documents on Scribd
 Presentations on ...
Leverage your existing relationships
Acknowledge mistakes
How about right now?
Don’t: Filter the Negative
The 100% illusion
of our publics are
happy with us
of the time
Key things I didn’t have time for…
Use your employees
Drill!
The key:
Stick to your values
Copyright applies to this document – some rights reserved.
This work is licensed under a Creative Commons
Attribution-non ...
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
Social Media and Crisis Communications (Revisited)
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Social Media and Crisis Communications (Revisited)

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This is speaker support for a keynote talk at the 2009 New Communication Forum (Society for New Communication Research). It is not meant to stand alone.

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Transcript of "Social Media and Crisis Communications (Revisited)"

  1. 1. Social Media and Crisis Communications (Revisited) Shel Holtz, ABC April 27, 2009
  2. 2. Baseline: What is a PR crisis?  An unanticipated event or disclosure that threatens your organization’s/client’s reputation
  3. 3. The conundrum  Nothing’s changed  Crisis principles remain unaffected  Everything’s changed  Solution: Apply crisis basics to Web 2.0 crises
  4. 4. Crisis basics  The public is risk-averse  The public attaches little credibility to business advocates  Media’s role is based on conflict  Advocacy groups will exploit your crisis to their own ends  Emotion, not logic, is at issue  If you engage in debate, you’ll be seen as defensive  Crises are characterized by symbols
  5. 5. Exxon Valdez
  6. 6. Enron
  7. 7. Ford Explorer/Firestone Tires
  8. 8. Key crisis goals  Survive the crisis  Present/maintain positive image  Maintain constituent support  Monitor / listen (a given)  Address misperceptions and misinformation  Eliminate or alter the symbols
  9. 9. Tylenol (at first)
  10. 10. Tylenol (long-term)
  11. 11. 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
  12. 12. The reality of crises today  Erupt with unprecedented speed  An insatiable thirst for news  Anyone can break news  Porous boundaries between social & mainstream media
  13. 13. How fast does news break?
  14. 14. What is news?  Not just major announcements or milestones  Instead: Frequent, regular updates  We’re in meetings discussing it  New information is emerging  These updates will drive the 140-character news cycle  Without them, other content will
  15. 15. Original Blog Post or TweetOriginal Blog Post or Tweet ReTweetReTweet Blog PostBlog PostVideoVideo DeliciousDelicious DiggDiggBlog PostBlog Post ReTweetReTweet ReTweetReTweet Blog PostBlog Post VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweet ReTweetReTweet Blog PostBlog Post VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweet ReTweetReTweet Blog PostBlog Post VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweet ReTweetReTweet VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweet ReTweetReTweet Blog PostBlog Post VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweetBlog PostBlog Post Mainstream MediaMainstream Media
  16. 16. Three case studies  MotrinMoms  AmazonFAIL  Domino’s Pizza
  17. 17. Motrin video  http://www.youtube.com/watch?v=BmykFKjNpdY
  18. 18. MotrinMoms
  19. 19. Motrin parody video  http://www.youtube.com/watch?v=TpqpAGLS2t4
  20. 20. AmazonFAIL  Began with a single blog post
  21. 21. Why Amazon failed  No apology  Insisted it was just a “glitch”  Never acknowledged aggrieved parties
  22. 22. Domino’s
  23. 23. Domino’s preliminary response  AdAge: Don’t add fuel to the fire  Ragan.com: It hasn’t spread to mainstream media
  24. 24. Is the Dominos symbol changing?
  25. 25. Why use social media in a crisis?  It’s where people increasingly go for information  Online social interaction centers around the "emergency period" of an event – University of Colorado at Boulder  Instant updating  Human voice  Accommodates public’s emotional response  Produce a record  Two-way communication is more credible
  26. 26. Richard Edelman and the Trust Barometer on “FIR Live:” http://tinyurl.com/asq52d
  27. 27. Why a blog is a prerequisite  Media follows them  Your critical publics read them
  28. 28. Engage!
  29. 29. 38
  30. 30. 138 total tweets138 total tweets to 32,000-plusto 32,000-plus
  31. 31. Release assets into the wild  Core facts  Photos on Flickr  Videos on YouTube  Documents on Scribd  Presentations on SlideShare
  32. 32. Leverage your existing relationships
  33. 33. Acknowledge mistakes
  34. 34. How about right now?
  35. 35. Don’t: Filter the Negative The 100% illusion of our publics are happy with us of the time
  36. 36. Key things I didn’t have time for… Use your employees Drill! The key: Stick to your values
  37. 37. Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons Attribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0 Questions? Shel Holtz, ABC Phone: 415.367.3820 Email: shel@holtz.com Web: www.holtz.com Blog: blog.holtz.com Podcast: www.forimmediaterelease.biz Skype: shelholtz Twitter: www.twitter.com/shel 2nd Life: Shel Witte Friendfeed: shelholtz
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