What does the Perfect Crisis Response Team Look Like?
What does the perfect crisisresponse team look like?
Issue or Crisis?ISSUE CRISISPotential threat Immediate threat or damageStill under control Out of controlCan be dealt with through Needs dedicatedregular management organisational structureprocedures and existing with condensed line oforganisation command 2
Preparation Good leadership… Within a clearly defined structure… Of trained and competent professionals… Implementing agreed process… With helpful tools... However, flexibility and adaptability are also crucial in a crisis
Critical Success Factors Strong leadership Quick decision making Proactive approach Taking responsibility without being liable – say “sorry” Clear, proactive and continuous communication with all major stakeholders, including media Good stakeholder relationships Robust crisis management structure with clear roles, responsibilities and accountabilities Well trained and exercised teams 4
Communicating during a crisis Communication is vital – both internally and externally Communication and operational response must go hand in hand: Setting our response in context is essential - crises are not managed in a vacuum
Responding differentlySocial media has slightly changed the way in which we need to thinkabout communications and this is further enhanced in a crisis: Prepare by listening to the conversation, identify potential detractors, and assessing areas of weakness (platform/non 2-way channel communication) ● Google alerts, social monitoring tool Develop a social media crisis response process so that you can act quickly to crisis on social media ● Tailor responses to platform ● Engage in a non-defensive tone and in a consistent manner (it’s a 2- way dialogue) ● Provide information and communication on multiple touchpoints ● Consider using ads or dark site to provide information for crisis-related search ● Maintain regular monitoring of all social media estates Minimize search legacy with positive SEO/SEM and engaging online advocates and community
Typical challenges Feeding the 24/7 media (online and traditional) Multi-agency response Internal communication Community relations 8
Reputation is too valuable an asset http://www.youtube.com/watch?v=5YGc4zOqozo 9
Scenarios and Simulation Don’t worry about topic, ensure realistic Trust, chemistry, tools, and infrastructure There is always something that you wont anticipate If you fail to prepare, be prepared to fail
Scenario planning toolWhere are we now? •1 Current SituationWhat could happen next? •2 Best / Worst / Most Likely Scenario S WWhat does this mean for us? •3 SWOT analysis O T People, environment, reputation,What are our priorities? •4 business continuity, company liability, customer relationsWhat does this tell us? •5 Review optionsWhat assets and resources can be •6 Asset / Resource considerationdeployed to influence the situation?Identify routes to take •7 Mitigation Action Plan
Summary Know your businesses strengths and vulnerabilities Understand your stakeholders and know who is influential Continually monitor and evaluate importance/impact versus volume of content online Ensure your team has both the right skills AND the right temperament