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Signal public opinion poll on CEO crisis communication

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A majority of the public want CEOs to communicate on social media during a crisis – but more than half say that engaging journalists is more important than social media

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Signal public opinion poll on CEO crisis communication

  1. 1. Public opinion poll on CEO crisis communication Conducted for Signal by Nanos Research2018.07.19
  2. 2. Importance of social media use by CEOs for crisis communication Six out of ten (61%) feel that it is important (28%) or somewhat important (33%) for CEOs to use social media to “directly communicate with the public” when a company has a crisis. When a company has a crisis and something major goes wrong, are the following important, somewhat important, somewhat unimportant or unimportant as things to do to communicate about the problem [ROTATE]: that the CEO use social media like Twitter, Facebook and LinkedIn to directly communicate with the public? Nanos Research, RDD dual fram e hybrid telephone and online random survey, June 26-28th 2018, n=1000, accurate to ±3.1 percentage points, 19 tim es out of 20. Charts m ay not add up to 100 due to rounding. 28 33 15 18 6 Imp or tant Somewhat impor tant Somewhat unimportant Unimp or tant Unsure
  3. 3. Preferred method of public relations for CEO crisis communication A majority (53%) say that when a company has a crisis, CEOs should “communicate primarily through their public relations team communicating with journalists in the media” while about a third (34%) say CEOs should “communicate with the public directly on social networks.” When a company has a crisis because something major goes wrong, should a CEO: communicate with the public directly on social networks or communicate primarily through their PR team communicating with journalists in the media? Nanos Research, RDD dual fram e hybrid telephone and online random survey, June 26-28th 2018, n=1000, accurate to ±3.1 percentage points, 19 tim es out of 20. Charts m ay not add up to 100 due to rounding. 53 34 13 Communicate through their PR team with journalis ts in the media Communicate withthe public directly on social networks Unsure
  4. 4. Importance of CEO social media use for communicating crisis updates Almost two in three Canadians (65%) feel that it is important (33%) or somewhat important (32%) for CEOs to use social media to “share updates about the problem” on social media when a company has a crisis. When a company has a crisis and something major goes wrong, are the following important, somewhat important, somewhat unimportant or unimportant as things to do to communicate about the problem [ROTATE]: that the CEO use social media like Twitter, Facebook and LinkedIn share updates about the problem? Nanos Research, RDD dual fram e hybrid telephone and online random survey, June 26-28th 2018, n=1000, accurate to ±3.1 percentage points, 19 tim es out of 20. Charts m ay not add up to 100 due to rounding. 33 32 15 15 5 Imp or tant Somewhat impor tant Somewhat unimportant Unimp or tant Unsure
  5. 5. Importance of CEO social media use for explaining feelings about crisis problem More than half of Canadians (53%) think that it is unimportant (30%) or somewhat unimportant (23%) for CEOs to use social media to “explain how he or she feels about the problem” when a company has a crisis. When a company has a crisis and something major goes wrong, are the following important, somewhat important, somewhat unimportant or unimportant as things to do to communicate about the problem [ROTATE]: That the CEO use social networks like Twitter, Facebook and LinkedIn to explain how he or she feels about the problem? Nanos Research, RDD dual fram e hybrid telephone and online random survey, June 26-28th 2018, n=1000, accurate to ±3.1 percentage points, 19 tim es out of 20. Charts m ay not add up to 100 due to rounding. 16 25 23 30 7 Imp or tant Somewhat impor tant Somewhat unimportant Unimp or tant Unsure
  6. 6. Methodology § Nanos conducted an RDD dual frame (land- and cell-lines) hybrid telephone and online random survey of 1,000 Canadians, 18 years of age or older, between June 26th and June 28th, 2018 as part of an omnibus survey. § Participants were randomly recruited by telephone using live agents and administered a survey online. § The results were statistically checked and weighted by age and gender using the latest Census information and the sample is geographically stratified to be representative of Canada. § Individuals were randomly called using random digit dialling with a maximum of five call backs. § The margin of error for a random survey of 1,000 Canadians is ±3.1 percentage points, 19 times out of 20. § The research was commissioned by Signal Leadership Communication Inc. and was conducted by Nanos Research. § Note: Charts may not add up to 100 due to rounding.
  7. 7. Signal Leadership Communication Signal Leadership Communication Inc. is a social public relations firm for executives and organizations with images to create, issues to manage, relationships to build, and reputations to protect in a digitally disrupted era. It is the one communications consultancy expressly dedicated to serving senior leaders with PR counsel that is both strategic and social, informed by a deep understanding of analytics, content, communities, media, sustainability and technology. The company is partnered with Nanos Research, one of North America’s premier market and public opinion research organizations. CONTACT US The Canadian Press Building 36 King Street East, Suite 601 Toronto, ON M5C 1E5 Canada +1 (647) 822-1000 PR@signaleadership.com www.signaleadership.com

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