2017 IABC Changing Face of Crisis in the Digital Age Slide Deck

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The Changing
Face of Crisis
in the
Digital Age
2

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 3
Speed

! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com
What Is
Crisis
Communication?
!4

! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com !5
Sudden
vs.
Smoldering

Virginia Tech Timeline
• *7:15 a.m. - 911 Call/First Shooting
• 8:00 a.m. - Dorm locked down
• 8:25 a.m. - Administration meets
• 9:00 a.m. - Police brief administration
• 9:15 a.m. - Second shooting begins
• 9:25 a.m. - First email notice
• 9:45 a.m. - Police notified of second shooting
• 9:50 a.m. - Second email notice
• 10:16 a.m. - Third email notice
• 10:52 a.m. - Fourth email notice
• Noon - Campus evacuation
• 12:15 p.m. - First news conference
8

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 9
Predicament > Panic > Paralysis
Versus
Plan > Practice > Perform

! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com
Right Fit
Versus
Force Fit
11
Social
M
edia

10
Direct Tweet
Media Relations
Until…
! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com

10
You Tube
Media Relations
Until…
! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com

! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com !18
Social Media
Reply

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 20
Sunny Day 
Planning

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 21
Vulnerability 
Assessment 
What is your “It?”
Quarterly

! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com !22
Reputation
&
Revenue

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 23
Crisis
Communications
Plan
Living
Plan…

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 24
Heart of the Plan Must-Haves
• System to gather information
• Contact Crisis Management Team
• First-hour communications
• Second-hour communications
• Ongoing communications

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com
Consider Your Audiences
• What information do they want?
• How fast do they want it?
• Through what means of
communications?
25

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 26
Pre-written
News Release 
Templates

! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com
First Critical Statement
• Let audiences know that you
know a situation is unfolding
• Use a basic pre-written template
• A little information is better than none
27
Ask for a free copy
Gerard@BraudCommunications.com

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 28
• 95% on clear sunny day
• Eliminates word-smithing
• Pre-approved
• Saves lives
Pre-Written Statements

! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com
Share the Statement
• Share with media on-site
• Publish to the web
• Email to employees
• Email to stakeholders
• Social media tiny URLs
29

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 31
Media 
Training
Yearly

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 32
Crisis 
Drill
Yearly

!
Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 33
Speed

! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com
34
Additional Resources
• First Critical Statement gerard@braudcommunications.com
• www.braudcommunications.com
• The BraudCast with Gerard Braud on YouTube
• Twitter @gbraud
• Gerard Braud on Linkedin
• Blog: blog.braudcommunications.com
• 985-624-9976

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2017 IABC Changing Face of Crisis in the Digital Age Slide Deck

1. 1

2. The Changing Face of Crisis in the Digital Age 2

6. Ten Year History of Digital

7. 7

8. Virginia Tech Timeline • *7:15 a.m. - 911 Call/First Shooting • 8:00 a.m. - Dorm locked down • 8:25 a.m. - Administration meets • 9:00 a.m. - Police brief administration • 9:15 a.m. - Second shooting begins • 9:25 a.m. - First email notice • 9:45 a.m. - Police notified of second shooting • 9:50 a.m. - Second email notice • 10:16 a.m. - Third email notice • 10:52 a.m. - Fourth email notice • Noon - Campus evacuation • 12:15 p.m. - First news conference 8

10. Case Studies

13. 13

15. 15

16. Caught On Video

17. Good Intentions Gone Bad

19. Crisis Confusion

24. ! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 24 Heart of the Plan Must-Haves • System to gather information • Contact Crisis Management Team • First-hour communications • Second-hour communications • Ongoing communications

25. ! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Consider Your Audiences • What information do they want? • How fast do they want it? • Through what means of communications? 25

27. ! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com First Critical Statement • Let audiences know that you know a situation is unfolding • Use a basic pre-written template • A little information is better than none 27 Ask for a free copy Gerard@BraudCommunications.com

28. ! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 28 • 95% on clear sunny day • Eliminates word-smithing • Pre-approved • Saves lives Pre-Written Statements

29. ! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Share the Statement • Share with media on-site • Publish to the web • Email to employees • Email to stakeholders • Social media tiny URLs 29

30. Burger Communications Case Studies

34. ! Copyright 2017 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com 34 Additional Resources • First Critical Statement gerard@braudcommunications.com • www.braudcommunications.com • The BraudCast with Gerard Braud on YouTube • Twitter @gbraud • Gerard Braud on Linkedin • Blog: blog.braudcommunications.com • 985-624-9976

35. 35

2017 IABC Changing Face of Crisis in the Digital Age Slide Deck

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