Crisis Communications: Strategies That Prevent and Manage Digital Crises

232 views

Published on

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.
You are the social media leader for your organization. You must prepare for a crisis before it strikes. You must know how to manage a crisis. It‘s vital to your organization's survival!
In this interactive workshop, you'll learn how to:
• Write an employee and organizational social media policy
• Integrate social media with all your communications channels and messages
• Develop and test a social media crisis plan
• Create and manage your digital communications team
• Track and analyze social media mentions, including impressions, reach, website traffic and traditional mentions
• Monitor social media for harmful messages so you can respond quickly
• Use Facebook, Twitter, LinkedIn and blogs to manage the crisis and perhaps save your brand with a powerful counter-offensive
• Rebuild confidence among important stakeholders following a crisis

Published in: Marketing, Business, Education
  • Be the first to comment

  • Be the first to like this

Crisis Communications: Strategies That Prevent and Manage Digital Crises

  1. 1. Crisis Communications: Strategies that Prevent and Manage Digital Crises By Ann Andrews Morris, AndMore Communications St. Louis, Missouri -- September 9, 2013 Smart + Strategic + Unique Crisis Communications: Strategies That Prevent and Manage Digital Crises Social Media for Nonprofits Summit September. 9, 2013 St. Louis, MO www.andmorecommunications.com Overview of the afternoon I. What’s at stake in a 21st century crisis II. Social media communications during crises, the good, the bad, and the ugly III. Creating your social media crisis plan IV. Breakout session #1: Developing your own social media crisis plan V. Lessons learned from breakout session VI. There’s a crisis, now what: How to use social media channels to save your brand and rebuild confidence VII. Breakout session #2: Mock crisis scenario VIII. Lessons learned from breakout session IX. 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. 1
  2. 2. Crisis Communications: Strategies that Prevent and Manage Digital Crises By Ann Andrews Morris, AndMore Communications St. Louis, Missouri -- September 9, 2013 I. What’s at Stake in a Crisis? • Public safety • Safety of your employees and key stakeholders • Funding streams • In short, your organization’s entire brand and reputation www.andmorecommunications.com 3 I. What puts brands at risk • 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. y • Is your organization ready? 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. 2
  3. 3. Crisis Communications: Strategies that Prevent and Manage Digital Crises By Ann Andrews Morris, AndMore Communications St. Louis, Missouri -- September 9, 2013 III. Creating your social media crisis plan • How many of you work in companies where leadership does not understand the value (and threat) of social media? • How many of you have plans in place? • How many of you are the leads of your social media c s s response tea ed a crisis espo se team? • How many of you have seen brands implode on social media? www.andmorecommunications.com 5 III. The facts about social media • Facebook has 1 billion active, monthly users • Twitter has 175 million registered with accounts • YouTube has more than 800 million unique visitors each month • 75 percent of Fortune 500 companies have Twitter accounts 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. 3
  4. 4. Crisis Communications: Strategies that Prevent and Manage Digital Crises By Ann Andrews Morris, AndMore Communications St. Louis, Missouri -- September 9, 2013 III. The facts about social media Source: KPCB www.andmorecommunications.com 7 III. The facts about social media Source: Ipsos Open Thinking Exchange, via Marketingcharts.com. www.andmorecommunications.com 8 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
  5. 5. Crisis Communications: Strategies that Prevent and Manage Digital Crises By Ann Andrews Morris, AndMore Communications St. Louis, Missouri -- September 9, 2013 III. Creating the plan • Do an internal audit to assess what (if any) crisis communications plans exist and who has ownership. • Review any existing plans t see how much social media i R i i ti l to h h i l di is already taken into account, utilize this information to help create your plan. • Create an internal team of key stakeholders to begin the process of creating a full blown social media crisis plan. • The guiding principle should be that it is integrated seamlessly with other crisis plans throughout the organization and that all key stakeholders are familiar with it. • You might not be able to avoid disasters, but if you’re well prepared, you’ll be able to emerge from them with your brand unscathed and maybe even enhanced. 9 www.andmorecommunications.com VI. Effective social media communications in 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. 5
  6. 6. Crisis Communications: Strategies that Prevent and Manage Digital Crises By Ann Andrews Morris, AndMore Communications St. Louis, Missouri -- September 9, 2013 VI. Effective social media communications in 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 11 Connect with Me! Ann Andrews Morris AndMore C A dM Communications, LLC i ti 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. 6

×