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Before Disaster Strikes: Creating an Effective Crisis Communications Plan

This webinar was presented by WOMMA on December 10, 2014. It covers Crisis Communications and Crisis Planning for public relations, social media and marketing professionals.

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Before Disaster Strikes: Creating an Effective Crisis Communications Plan

  1. 1. 1 Before Disaster Strikes: Creating an Effective Crisis Communications Plan WOMMA Webinar December 10, 2014 Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com tweet: @sandrafathi @teamaffect tag: #WOMMWednesday
  2. 2. 2 About WOMMA WOMMA, http://www.womma.org, is the official trade association in the word of mouth and social media marketing industries. WOMMA and its members are committed to developing and maintaining appropriate ethical standards for marketers and advertisers engaging in such marketing practices, identifying meaningful measurement standards, and defining "best practices" for the industry. WOMMA benefits are extended to your entire staff including marketing, social media, digital, advertising, legal, ethics/compliance and consumer research departments. Want to learn more about WOMMA? Contact Juliana Fabiano, Membership Juliana@womma.org @JulFabiano 312-853-4400
  3. 3. 3 Governing Members QUICK FACTS - Nonprofit Trade Association - Founded in 2004 -200+ Member Companies Globally
  4. 4. 4 GoToWebinar Connection Audio - VoIP - requires microphone and speakers - Telephone - long distance number for United States (see your email confirmation and GTW platform for details) Close all other applications running in the background - Increase your bandwidth = better connection
  5. 5. 5 Interact on the Platform Questions/comments may be asked at any time during the session. - Use the Question Tab in the GoToWebinar control panel to submit - Will leave 10-15 minutes at the end to address all questions
  6. 6. PRESENTER BIO SANDRA FATHI • Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services • 20+ years industry experience working in B2B and B2C marketing and public relations from startups to multinational public companies • Active member of the public relations community: o Tri-State District Chair, PRSA o Past President, PRSA-NY Chapter o Past President, PRSA Technology Section sfathi@affect.com @sandrafathi
  7. 7. Before Disaster Strikes: Creating an Effective Crisis Communications Plan WOMMA Webinar December 10, 2014 Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com tweet: @sandrafathi @teamaffect tag: #WOMWednesday
  8. 8. CRISIS COMMUNICATIONS CORE CONCEPTS 4 Phases of Crisis Communications • Readiness • Response • Reassurance • Recovery
  9. 9. CRISIS COMMUNICATIONS RECOGNIZING CRISES Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment Internal • Employees • Facilities • Vendors/Suppliers • Distributors/Resellers • Product External • Acts of Nature • Market • Legal Restrictions/Law • Customers • Advocacy Groups
  10. 10. CRISIS COMMUNICATIONS CRISIS SCENARIOS 1. Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2. Employee arrested for hit and run accident – Now Appearing in Google Search 3. Employee abusing drugs – Now Posted on his Facebook Profile 4. Customer credit card details leaked – Now On Twitter 5. Employee posts rant on company and exposes confidential information – Now on YouTube 6. Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
  11. 11. CRISIS COMMUNICATIONS READINESS Anticipating a Crisis 1. Crisis Mapping (SWOT Analysis) 2. Policies and Procedures (Prevention) 3. Crisis Monitoring 4. Crisis Communications Plan 5. Crisis Action Plan 6. Crisis Standard Communications Template
  12. 12. CRISIS COMMUNICATIONS RESPONSE TIMES How long before the $@!& hits the fan?
  13. 13. CRISIS COMMUNICATIONS EXAMPLE: GENERAL MOTORS
  14. 14. CRISIS COMMUNICATIONS EXAMPLE: GENERAL MOTORS
  15. 15. 1. Develop materials: • Messages/FAQ • Prepared statements • Press release template • Customer letters 2. Train employees • Awareness • Anticipation • Organizational Preparation 3. Prepare channels: • Hotline • Dark site • Social Media CRISIS COMMUNICATIONS RESPONSE: CRISIS TOOLKIT
  16. 16. CRISIS COMMUNICATIONS RESPONSE Preparing a Response 1. Don’t delay 2. Acknowledge situation 3. Acknowledge impact and ‘victims’ 4. Commit to investigate 5. Commit to sharing information and cooperation with relevant parties 6. Share corrective action plan if available 7. Respond in the format in which the crisis was received**
  17. 17. CRISIS COMMUNICATIONS REASSURANCE Who to Reassure? How to Reassure? 1. Develop full response plan 2. Put plan into action: Immediate remedy 3. Communicate results of plan and impact 4. Reaffirm commitment to correction 5. Demonstrate results of program
  18. 18. CRISIS COMMUNICATIONS RECOVERY Preparing a Long-term Recovery Plan 1. Review need for operational, regulatory, environmental and employee changes 2. Develop long-term plan including policies and prevention tactics 3. Reassess crisis plan 4. Regain customer/public trust
  19. 19. CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA
  20. 20. CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA Hurricane Sandy Social Media Facts: Con Edison • 6,500 Twitter Followers to 23,000 within 2 Weeks • 25 videos posted on pre-Sandy preparation • 100,000+ views and multiple broadcast airings of videos • 2500 Press Release RTs • 140,000 Flickr restoration image views
  21. 21. CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA
  22. 22. CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA Hurricane Sandy Social Media Facts: MTA • Empower street crews • Empower consumers • Update MTA.info, YouTube, Flickr, Twitter, FaceBook • Utilize Urban Digital Panels • Email/Text Alerts MTA’s 4 Categories of Media Shared: • Before: Preparation • During: Storm Hits • Aftermath 1: Damage • Aftermath 2: Restoration
  23. 23. CRISIS COMMUNICATIONS EXAMPLE: ConEd & MTA
  24. 24. CRISIS COMMUNICATIONS EXAMPLE: MICROSOFT
  25. 25. CRISIS COMMUNICATIONS EXAMPLE: MICROSOFT
  26. 26. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  27. 27. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  28. 28. CRISIS COMMUNICATIONS EXAMPLE: AMERICAN APPAREL
  29. 29. CRISIS COMMUNICATIONS EXAMPLE: TIDE LAUNDRY PODS
  30. 30. CRISIS COMMUNICATIONS EXAMPLE: TIDE LAUNDRY PODS
  31. 31. CRISIS COMMUNICATIONS 10 THINGS TO KNOW 1. Implement Policies to Address Potential Vulnerabilities 2. Use Social Media as a Tool for Crisis Monitoring 3. Understand the Response-ability of Social Media 4. Establish a Framework for Response 5. Build a Social Media Crisis Toolkit
  32. 32. CRISIS COMMUNICATIONS 10 THINGS TO KNOW 6. Know Where to Respond 7. Prepare Your Employees in Advance 8. Establish the Proper Tone 9. Kill the Automation Switch 10. Be Honest, Be Transparent
  33. 33. CRISIS COMMUNICATIONS RESOURCES White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
  34. 34. 34 QuesOons? Slides Available: Slideshare.net/sfathi Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com tweet: @sandrafathi @teamaffect tag: #WOMMWednesday

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