Get Ahead of a Crisis: Leveraging Social Media to
Diffuse Damaging Situations
Sandra Fathi
President, Affect
Email: sfathi@a...
PRESENTER BIO
SANDRA	
  FATHI	
  
•  Founder and president of Affect, a public relations and
social media firm specializing ...
CRISIS COMMUNICATIONS
CORE	
  CONCEPTS	
  
4 Phases of Crisis Communications
•  Readiness
•  Response
•  Reassurance
•  Re...
CRISIS COMMUNICATIONS
RECOGNIZING	
  CRISES	
  
Internal
•  Employees
•  Facilities
•  Vendors/Suppliers
•  Distributors/R...
CRISIS COMMUNICATIONS
CRISIS	
  SCENARIOS	
  IN	
  THE	
  
AGE	
  OF	
  SOCIAL	
  MEDIA	
  
1.  Senior manager accused of ...
CRISIS COMMUNICATIONS
READINESS	
  
Anticipating a Crisis
1.  Crisis Mapping (SWOT Analysis)
2.  Policies and Procedures (...
CRISIS COMMUNICATIONS
RESPONSE	
  TIMES	
  
How long before the $@!& hits the fan?
June 28, 2013 PRSA Digital Impact Confe...
1. Develop materials:
•  Messages/FAQ
•  Prepared statements
•  Press release template
•  Customer leers
2.  Train employ...
CRISIS COMMUNICATIONS
RESPONSE	
  
Preparing a Response
1.  Don’t delay
2.  Acknowledge situation
3.  Acknowledge impact a...
CRISIS COMMUNICATIONS
REASSURANCE	
  
Who to Reassure? How to Reassure?
1.  Develop full response plan
2.  Put plan into a...
CRISIS COMMUNICATIONS
RECOVERY	
  
Preparing a Long-term Recovery Plan
1.  Review need for operational,
regulatory, enviro...
CRISIS COMMUNICATIONS
EXAMPLE:	
  TACO	
  BELL	
  
“We have strict food handling
procedures and zero tolerance for
any vio...
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  TACO	
  BELL	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  TACO	
  BELL	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  TACO	
  BELL	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  NUTELLA	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
From Brand Fan t...
CRISIS COMMUNICATIONS
EXAMPLE:	
  NUTELLA	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  NUTELLA	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  PAULA	
  DEEN	
  
"Food Network will not renew Paula Deen's contract when it
expires at ...
CRISIS COMMUNICATIONS
EXAMPLE:	
  PAULA	
  DEEN	
  
VS.
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
LOVE H...
CRISIS COMMUNICATIONS
EXAMPLE:	
  PAULA	
  DEEN	
  
“Aer spending all day soul searching and trying to figure out how to d...
CRISIS COMMUNICATIONS
EXAMPLE:	
  Con	
  Edison	
  &	
  MTA	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  Con	
  Edison	
  &	
  MTA	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
 ...
CRISIS COMMUNICATIONS
EXAMPLE:	
  Con	
  Edison	
  &	
  MTA	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  Con	
  Edison	
  &	
  MTA	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
 ...
CRISIS COMMUNICATIONS
EXAMPLE:	
  Con	
  Edison	
  &	
  MTA	
  
June 28, 2013 PRSA Digital Impact Conference ©	
  Affect	
  
CRISIS COMMUNICATIONS
CORE	
  CONCEPTS	
  REVIEW	
  
4 Phases of Crisis Communications
•  Readiness
•  Response
•  Reassur...
Get Ahead of a Crisis: Leveraging Social Media to
Diffuse Damaging Situations
Sandra Fathi
President, Affect
Email: sfathi@a...
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Get Ahead of a Crisis: Leveraging Social Media to Defuse Damaging Situations

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This presentation was given at PRSA's Digitial Impact Conference on June 28th in NYC. It discusses the 4 stages of anticipating, preparing for, responding to and recovering from a crisis using social media.

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Get Ahead of a Crisis: Leveraging Social Media to Defuse Damaging Situations

  1. 1. Get Ahead of a Crisis: Leveraging Social Media to Diffuse Damaging Situations Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com PRSA Digital Impact Conference June 28, 2013 New York, NY @PRSADIconf #PRSADIconf
  2. 2. PRESENTER BIO SANDRA  FATHI   •  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services •  Career Highlights: o  Technology Journalist o  Marketer – VCON, Nokia, Radvision o  Agency Experience – Edelman •  Organizations: o  Board Member/Past President PRSA-NY Chapter o  Past President PRSA Technology Section o  WOMMA  •  Clients: Caron Treatment Centers, Con Edison, IDT911, INTTRA, Navis, Radware, Regus etc. sfathi@affect.com     @sandrafathi   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  3. 3. CRISIS COMMUNICATIONS CORE  CONCEPTS   4 Phases of Crisis Communications •  Readiness •  Response •  Reassurance •  Recovery Readiness   Response   Reassurance   Recovery   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  4. 4. CRISIS COMMUNICATIONS RECOGNIZING  CRISES   Internal •  Employees •  Facilities •  Vendors/Suppliers •  Distributors/Resellers •  Product External •  Acts of Nature •  Market •  Legal Restrictions/Law •  Customers •  Advocacy Groups Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  5. 5. CRISIS COMMUNICATIONS CRISIS  SCENARIOS  IN  THE   AGE  OF  SOCIAL  MEDIA   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 caught abusing drugs – Now Posted on his Facebook Profile 4.  Customer credit card details leaked – Now On Twier 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 June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  6. 6. 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 Readiness   Response   Reassurance   Recovery   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  7. 7. CRISIS COMMUNICATIONS RESPONSE  TIMES   How long before the $@!& hits the fan? June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  8. 8. 1. Develop materials: •  Messages/FAQ •  Prepared statements •  Press release template •  Customer leers 2.  Train employees •  Awareness •  Anticipation •  Organizational Preparation 3. Prepare channels: •  Hotline •  Dark site •  Social Media CRISIS COMMUNICATIONS RESPONSE   What’s in the Toolkit? June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  9. 9. 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** Readiness   Response   Reassurance   Recovery   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  10. 10. 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 Readiness   Response   Reassurance   Recovery   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  11. 11. 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 Readiness   Response   Reassurance   Recovery   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  12. 12. CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL   “We have strict food handling procedures and zero tolerance for any violations. We believe this is a prank and the food was not served to customers. We are conducting an investigation and will be taking swi action against those  involved.”   June 28, 2013 PRSA Digital Impact Conference ©  Affect   Employees Gone Wild!
  13. 13. June 28, 2013 PRSA Digital Impact Conference ©  Affect   CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL  
  14. 14. CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  15. 15. CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  16. 16. CRISIS COMMUNICATIONS EXAMPLE:  NUTELLA   June 28, 2013 PRSA Digital Impact Conference ©  Affect   From Brand Fan to Hater in 60 Seconds
  17. 17. CRISIS COMMUNICATIONS EXAMPLE:  NUTELLA   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  18. 18. CRISIS COMMUNICATIONS EXAMPLE:  NUTELLA   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  19. 19. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   "Food Network will not renew Paula Deen's contract when it expires at the end of this month.” June 28, 2013 PRSA Digital Impact Conference ©  Affect   Executive Blunders: Open Mouth, Insert Foot
  20. 20. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   VS. June 28, 2013 PRSA Digital Impact Conference ©  Affect   LOVE HATE
  21. 21. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   “Aer spending all day soul searching and trying to figure out how to deal with what I did, I recorded a video trying to do the right thing. In the end, I felt that I needed to just be myself, say I am sorry and beg for forgiveness. What I said was wrong and hurtful. I know that and will do everything that I can do make it right. I am not about hate, and I will devote myself to showing my family, friends and fans how to live a life helping others, liing us all up, and spreading love.” 3,782,839 views June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  22. 22. CRISIS COMMUNICATIONS EXAMPLE:  Con  Edison  &  MTA   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  23. 23. CRISIS COMMUNICATIONS EXAMPLE:  Con  Edison  &  MTA   June 28, 2013 PRSA Digital Impact Conference ©  Affect   Hurricane Sandy Social Media Facts: Con Edison •  6,500 Twier 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
  24. 24. CRISIS COMMUNICATIONS EXAMPLE:  Con  Edison  &  MTA   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  25. 25. CRISIS COMMUNICATIONS EXAMPLE:  Con  Edison  &  MTA   June 28, 2013 PRSA Digital Impact Conference ©  Affect   Hurricane Sandy Social Media Facts: MTA •  Empower street crews •  Empower consumers •  Update MTA.info, YouTube, Flickr, Twier, FaceBook •  Utilize Urban Digital Panels •  Email/Text Alerts MTA’s 4 Categories of Media Shared: •  Before: Preparation •  During: Storm Hits •  Aermath 1: Damage •  Aermath 2: Restoration
  26. 26. CRISIS COMMUNICATIONS EXAMPLE:  Con  Edison  &  MTA   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  27. 27. CRISIS COMMUNICATIONS CORE  CONCEPTS  REVIEW   4 Phases of Crisis Communications •  Readiness •  Response •  Reassurance •  Recovery Readiness   Response   Reassurance   Recovery   June 28, 2013 PRSA Digital Impact Conference ©  Affect  
  28. 28. Get Ahead of a Crisis: Leveraging Social Media to Diffuse Damaging Situations Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Available on Slideshare.net/sfathi @PRSADIconf #PRSADIconf

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