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com.motion University: Online Crisis and Issues Management Everything you need to know about managing online crises and is...
<ul><li>Offline Crisis Communications </li></ul><ul><li>Traditional news cycle is compressing </li></ul><ul><li>Message an...
MESSAGE LEADS THE TECHNOLOGY <ul><li>One Rule: </li></ul>
The Role of the Online Channel <ul><li>Early Warning System </li></ul><ul><li>Direct Channel to Stakeholders </li></ul><ul...
Early Warning System <ul><li>Monitor for key words </li></ul><ul><ul><li>Before  </li></ul></ul><ul><ul><li>During </li></...
Forewarned is Forearmed <ul><li>Build relationships </li></ul><ul><li>Set up online presence in communities </li></ul><ul>...
Direct Channel To Stakeholders <ul><li>Online/Social channels provide real time communication with: </li></ul><ul><ul><li>...
Direct Channel To Stakeholders <ul><li>Become the trusted resource on the issue </li></ul><ul><ul><li>Keep it simple </li>...
Direct Channel To Stakeholders <ul><li>Over communicate </li></ul><ul><li>Respond & recalibrate messages in real time </li...
Permanent Archive <ul><li>Whatever you do will be archived, in your words or someone else’s, forever </li></ul><ul><li>Mak...
Challenges <ul><li>The four Fs you should say and ask in every crisis or issue </li></ul><ul><ul><li>F*&^ </li></ul></ul><...
Thought Starters <ul><li>What technology will you use to communicate with your stakeholders? </li></ul><ul><li>Examples: <...
Thought Starters <ul><li>How will you handle social media? </li></ul><ul><ul><li>Personal Web sites? </li></ul></ul><ul><u...
SOCIAL MEDIA WORKS BOTH WAYS <ul><li>A final thought for those facing an online crisis or issue: </li></ul>
Want more information? <ul><li>Ed Lee </li></ul><ul><li>Managing Director </li></ul><ul><li>com.motion Toronto </li></ul><...
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com.motion University: Crisis Communications

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com.motion University Module: How to be prepared to manage an online crisis or issue.

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com.motion University: Crisis Communications

  1. 1. com.motion University: Online Crisis and Issues Management Everything you need to know about managing online crises and issues management…except the experience
  2. 2. <ul><li>Offline Crisis Communications </li></ul><ul><li>Traditional news cycle is compressing </li></ul><ul><li>Message and delivery is key </li></ul><ul><li>Media are gatekeepers </li></ul><ul><li>“ Tomorrow’s fish wrapper” </li></ul><ul><li>Limited influencers </li></ul><ul><li>Online Crisis Communications </li></ul><ul><li>Events unfold at the speed of light </li></ul><ul><li>Content and multimedia is king </li></ul><ul><li>Go direct to stakeholders </li></ul><ul><li>Permanently archived influence on organization’s reputation </li></ul><ul><li>Infinite influencers </li></ul>
  3. 3. MESSAGE LEADS THE TECHNOLOGY <ul><li>One Rule: </li></ul>
  4. 4. The Role of the Online Channel <ul><li>Early Warning System </li></ul><ul><li>Direct Channel to Stakeholders </li></ul><ul><li>Archive of Issue </li></ul>
  5. 5. Early Warning System <ul><li>Monitor for key words </li></ul><ul><ul><li>Before </li></ul></ul><ul><ul><li>During </li></ul></ul><ul><ul><li>After </li></ul></ul><ul><li>Identify online influencers </li></ul><ul><ul><li>To your stakeholders </li></ul></ul><ul><li>Identify online communities </li></ul><ul><ul><li>that your stakeholders visit </li></ul></ul>
  6. 6. Forewarned is Forearmed <ul><li>Build relationships </li></ul><ul><li>Set up online presence in communities </li></ul><ul><li>Allows crisis communications to be turnkey </li></ul><ul><ul><li>Flexible templates </li></ul></ul><ul><ul><li>Predetermined holding messages </li></ul></ul><ul><li>Plan B/C/D </li></ul><ul><ul><li>What if your online presence is crippled/part of the crisis? </li></ul></ul>
  7. 7. Direct Channel To Stakeholders <ul><li>Online/Social channels provide real time communication with: </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Owners </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Industry Partners </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><li>Be prepared to communicate; not broadcast </li></ul><ul><ul><li>Who will deal with email/phone calls/online conversation? </li></ul></ul>
  8. 8. Direct Channel To Stakeholders <ul><li>Become the trusted resource on the issue </li></ul><ul><ul><li>Keep it simple </li></ul></ul><ul><ul><li>Set expectations </li></ul></ul><ul><li>Create and engage a community </li></ul><ul><ul><li>Don’t confine updates to your Web site </li></ul></ul><ul><ul><li>Communicate with people where they go </li></ul></ul>
  9. 9. Direct Channel To Stakeholders <ul><li>Over communicate </li></ul><ul><li>Respond & recalibrate messages in real time </li></ul><ul><li>Honest, transparent updates </li></ul><ul><ul><li>Say what you are saying to the media, online </li></ul></ul><ul><ul><li>Use technologies your stakeholders are using </li></ul></ul><ul><ul><li>Consider co-creation opportunities for updates “in the field” </li></ul></ul><ul><li>Site must be flexible enough to handle multiple, iterative updates </li></ul>
  10. 10. Permanent Archive <ul><li>Whatever you do will be archived, in your words or someone else’s, forever </li></ul><ul><li>Make sure your actions and decisions can be defended as they will be dissected in the future </li></ul><ul><ul><li>Who doesn’t love playing armchair quarterback? </li></ul></ul>
  11. 11. Challenges <ul><li>The four Fs you should say and ask in every crisis or issue </li></ul><ul><ul><li>F*&^ </li></ul></ul><ul><ul><li>Should you be first to enter the information space? </li></ul></ul><ul><ul><li>How fast should you respond to an issue? </li></ul></ul><ul><ul><li>How flawed will your information/position be? </li></ul></ul>
  12. 12. Thought Starters <ul><li>What technology will you use to communicate with your stakeholders? </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>SMS text message </li></ul></ul><ul><ul><li>Web site </li></ul></ul>
  13. 13. Thought Starters <ul><li>How will you handle social media? </li></ul><ul><ul><li>Personal Web sites? </li></ul></ul><ul><ul><li>Blog posts? </li></ul></ul><ul><ul><li>Twitter? </li></ul></ul><ul><ul><li>Facebook? </li></ul></ul><ul><ul><li>Email? </li></ul></ul><ul><ul><li>Search engines? </li></ul></ul>
  14. 14. SOCIAL MEDIA WORKS BOTH WAYS <ul><li>A final thought for those facing an online crisis or issue: </li></ul>
  15. 15. Want more information? <ul><li>Ed Lee </li></ul><ul><li>Managing Director </li></ul><ul><li>com.motion Toronto </li></ul><ul><li>[email_address] </li></ul><ul><li>Lynn Eastep </li></ul><ul><li>Senior Vice President </li></ul><ul><li>com.motion North America </li></ul><ul><li>[email_address] </li></ul>

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