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Digital Crisis Communications: Case Studies and Tips - July 2015


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With one of the freshest sets of examples of crises, from sad revelations about Jared / Subway and Bill Cosby, to constant feet-in-mouth celebrities Donald Trump and Paul Deen, to business upheavals like Reddit and United, Scott Monty presents some key takeaways and lessons on handling a crisis in the digital era.

Published in: Marketing, Business
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Digital Crisis Communications: Case Studies and Tips - July 2015

  1. Digital Crisis Communications: A Survival Guide Dallas SEM & SMC July 8, 2015
  2. About Scott Monty • Two decades of agency and brand experience • Strategic communications consultancy founded, 2015 • This Week in Digital newsletter • @scottmonty
  3. “There cannot be a crisis next week. My schedule is already full.” - Henry Kissinger
  4. Lessons from Shackleton • Be prepared to dig in and go the distance • Assign roles • Be flexible • Pick your point people well • Have the right tools
  5. Two kinds of crises Unplanned / immediate • Natural disasters • Industrial accidents • Acts of terrorism Foreseen / emerging • Product recalls • Security breach / hacks • Rogue employees • Dissatisfied customers • Stupid marketing/PR decisions
  6. Crisis management tips
  7. 1. Stop doing whatever is causing the crisis
  8. 2. Know who your influencers are
  9. 3. Listen / monitor
  10. 4. Say something. Silence spurs rumors.
  11. 5. Messaging should be appropriate for and on platforms where it’s happening
  12. 6. Journalists use Twitter to mine for news
  13. 7. Communicate from your people, not logos rangerfire
  14. 8. Integrate all channels – paid, earned, owned
  15. 9. Admit your mistakes
  16. 10. Prepare your employees Gaggle Amp
  17. Serenity now!
  18. Thank you @scottmonty