Study by Corinne Weisgerber, Professor of Communication at St. Edward University

1. Using Social Media for
Crisis Communication
#ashtag

2. Types of Crises

3. self-provoked crisis

4. self-provoked crisis smoldering crisis

5. self-provoked crisis smoldering crisis
malicious attack

6. self-provoked crisis smoldering crisis
organized
attack
malicious attack

7. Natural Disaster
unpredictable but known risk

8. ?

9. lack of information
?

10. lack of information + short decision time
?

11. lack of information + short decision time =
?
lots of uncertainty

12. lack of information + short decision time
Public motivated to reduce uncertainty
=
?
lots of uncertainty
Uncertainty avoidance leads to increased info seeking
Response in first 24 hrs determines success
Need for good crisis communication

13. “ Crisis communications is a branch of PR that is
designed to protect and defend an individual,
company, or organization, usually from a reactive
response, facing a swelling public challenge to its
reputation, brand, and community.
All that’s required to ignite a negative firestorm is
a spark from a single voice or an organized
congregation. - Brian Solis
“

14. Crisis Communication 101
• Put the public first
• Take responsibility for solving the problem
• Be honest
• Monitor news coverage & telephone inquiries
• Never say “No comment”
• Provide a constant flow of info
• Communicate with key publics
• Be accessible

18. Call centers can’t handle that many requests:
Need for alternative communication method

19. 5
Cs of effective crisis comm.
• Concern
• Clarity
• Control
• Confidence
• Competence

20. Defense Offense (accomodating)

21. Defense Offense (accomodating)
• Attack accuser
• Deny crisis
• Excuse

22. Defense Offense (accomodating)
• Attack accuser • Ingratiation: appease
• Deny crisis • Corrective action
• Excuse • Full apology

23. How are airlines dealing
with this crisis
Work in pairs • Pick one airline • Check their social media sites

25. Video message from CEO & President

26. Q&A tab added to Facebook page

28. Proactive post

30. No #ashtag hashtag

33. #ashtag hashtag caught on
Not all airlines used #ashtag though

34. Keeping publics updated even when there is no new info

38. Minimizing responsibility for crisis - putting it in perspective

39. Shifting blame?

40. How stranded travelers are using
Social Media to Cope
#getmehome #roadshare #putmeup

41. #getmehome

43. Crowdsharing rides home

44. #putmeup

45. Aggregation
Live blog on Tnooz:
Included official Twitter accounts
from a string of airlines and other
organisations

46. Facebook group for stranded travelers

47. Credits:
Dr. Corinne Weisgerber
St. Edward’s University
Blog: http://socialmediaprclass.blogspot.com
Email: corinnew@stedwards.edu
Twitter: @corinnew