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Protecting and Measuring Brand Reputation During and After a Crisis

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PR and Social Media Measurement Conference

A recent survey of more than 800 organizations revealed the vast majority of them—79 percent—believe their company will face a crisis online next year. Despite this belief, most practitioners are unprepared to manage a crisis created by the 24/7 news cycle.

And as a prescient Mark Twain said, "A lie can travel halfway round the world while the truth is putting on its shoes."

Is your organization ready?

Published in: Business
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Protecting and Measuring Brand Reputation During and After a Crisis

  1. 1. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 1 Smart + Strategic + Unique Protecting and Measuring Brand Reputation During and After a Crisis PR and Social Media Measurement Conference February 18, 2014 Washington, DC www.andmorecommunications.com Overview I. What’s at stake in a 21st century crisis? II. What p puts brands at risk? III. Social media communications during crises — the good, the bad and the ugly IV. The importance of an effective social media crisis plan V. How to maintain and advance your organization's brand during and after a crisis VI. How to measure the effect your social media efforts are having on your brand during a crisis VII. Q & A www.andmorecommunications.com All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  2. 2. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 2 I. What’s at stake in a crisis? • Public safety •• Safety of your employees and key stakeholders • Financial bottom line • In short, your organization’s entire brand and reputation www.andmorecommunications.com 3 II. What puts brands at risk? • Lying, deceiving or misleading • Being g in denial and / or failing g to recognize g and own up p to the problem quickly • Being too slow to respond • Leaving too many time gaps without updates • Failing to manage stakeholders’ perceptions as well as facts • Allowing other parties to become the source of information • Allowing rumors and speculation to take over facts www.andmorecommunications.com 4 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  3. 3. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 3 Are you prepared? • A recent survey of more than 800 organizations revealed the vast majority of them — 79 percent — believe their company will face a crisis online next year. • Despite this belief, most practitioners are unprepared to manage a crisis created by the 24/7 news cycle. www.andmorecommunications.com 5 Seriously? What went wrong • See through yoga pants •• Social media backlash about sizing of clothing – that all larger sizes where either hidden or kept in the back • Lululemon founder Chip Wilson goes on the record saying, “some women’s bodies just actually don’t work,” for their pants. • He adds, “it’s really about the rubbing of the thighs…”” The bottom line, so to speak • Last month, the AP reported that Lululemon is lowering its fiscal fourth-quarter forecasts below analysts' estimates due to declining traffic and sales. www.andmorecommunications.com 6 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  4. 4. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 4 Seriously? part two What went wrong • After social media reports, Toronto Mayor Rob Ford admits to buying illegal drugs and smoking crack cocaine on more than one occasion. • Admits to being in a drunken stupor during his tenure as the mayor of the fourth largest city in North America, most recently caught on video (which was posted online) in a restaurant where he spewed profanity in a Jamaican accent Toronto Mayor Rob Ford accent. The bottom line • Toronto becomes the butt of late night talk show jokes • Ford is stripped of most of his mayoral powers • He vows to run for re-election, stating, “my record speaks for itself.” www.andmorecommunications.com 7 Boston Police Department The situation • Confusion and panic after bombing at Boston Marathon. • Conflicting reports from “sources” being reported The reaction • BPD public affairs identified Twitter as their main communication tool to reach the public and media • They identified key spokespeople, determined the messaging, and provided p frequent q updates p • Served as community information and safety tool – with BPD sometimes having to ask people not to Tweet locations of police activity • Twitter followers went from 55,000 to 300,000 • The feed became the go to source for information during those tenuous www.andmorecommunications.com 8 hours and days All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  5. 5. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 5 IV. The importance of an effective social media crisis plan “If your company is in crisis and you haven’t haven t prepared your social network well in advance for this eventuality, this could be your death knell.” -- Steven Fink, “Crisis Communications: The Definitive Guide to Managing the Message” www.andmorecommunications.com 9 Maintaining and advancing your brand during a crisis Objectives • Take responsibility • Be a coordinated and effective team • Demonstrate control • Reduce uncertainty • Strive for quality, speed and frequency •• Combat rumor and prevent speculation • Win sympathy and recognition • Protect the brand www.andmorecommunications.com 10 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  6. 6. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 6 Maintaining and advancing your brand during a crisis What to say • Explain what happened, admit mistakes, take responsibility and outline the reparative and preventative steps • Always, always, always tell the truth • If you don’t have more information, explain why • When appropriate and relevant, highlight the organization’s corporate social responsibility efforts • Use clear and specific language and avoid industry jargon • Whatever you do, say it with one voice across all channels but adjust your tone to each different stakeholder group www.andmorecommunications.com 11 Maintaining and advancing your brand during a crisis When to say it • Say it early and say it often • Deliver group through Deli er consistent messages to each stakeholder gro p thro gh the channel(s) to which they will be most responsive • Keep track of ongoing coverage of all conversations regarding your brand, carefully chose in which ones to participate, and become part of the conversation with your messaging • Keep an open door – Be visible and accessible – Be as transparent as possible with information – Be thoughtful about what you're sharing www.andmorecommunications.com 12 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  7. 7. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 7 Maintaining and advancing your brand during a crisis Top-line advice  Your chances of managing the situation effectively will be far higher if you already have a strong and active online presence  Transparency and authenticity are the guiding principles of online communications  Social media presents the excellent opportunity to communicate directly and instantaneously with your key stakeholders  Strategically integrate traditional and social media channels  Do NOT have a knee-jerk reaction to any online flaming or criticism: prepare in advance, listen, reflect and quickly decide if and how to respond www.andmorecommunications.com 13 Maintaining and advancing your brand after a crisis • Stay the course • Don’t panic p • Learn from your mistakes, adjust your social media crisis plan to reflect what you’ve learned about what works and what doesn’t work • Continue to engage -- keep the conversation going through social media channels and traditional media www.andmorecommunications.com 14 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  8. 8. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 8 Measuring your social media efforts during a crisis • Set up monitoring tools and analytics well in advance of any potential crisis • Establish a baseline when a particular program or campaign begins • Create and keep track of activity timelines -- your ongoing online outreach efforts -- and measure the impact they’re having against online behavior and opinions www.andmorecommunications.com 15 Measuring your social media efforts during a crisis • Use those analytics to inform your knowledge of your stakeholders • Listen to what they’re saying • Build the relationships now • Engage appropriately • Stay current on measurement tools www.andmorecommunications.com 16 All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
  9. 9. Protecting and measuring brand reputation during and after a crisis By Ann Andrews Morris, AndMore Communications Washington, DC – February 18, 2014 9 Connect with Me! Ann Andrews Morris AndMore Communications, LLC ann@andmorecommunications.com www.andmorecommunications.com Twitter.com/AndMoreComm LinkedIn.com/in/annandrewsmorris Smart + Strategic + Unique All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

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