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Becoming Beyond Reproach
Bridgett Gutierrez presented on becoming "beyond reproach" and managing reputation. She discussed what it means to have a flawless image and reputation through consistency, transparency and building community trust. Examples were given of Dwayne Johnson and Hope West's positive and negative publicity. Types of crises were outlined along with tips for responding to bad reviews, controlling the narrative, and conducting media interviews. A 10-step crisis communications checklist was provided covering areas like holding statements, monitoring media, and reputation repair strategies.
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Becoming Beyond Reproach
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- 3. Today’s Topics What doesit mean to become “Beyond Reproach”? Types of negative publicity Managing and repairing your reputation Monitoring your online reputation Tools, Systems & Processes
- 4. What does it meanto become “Beyond Reproach”? Make your image a strategic priority ahead of time • Blameless, flawless, above rebuke or shame • Honest, reputable, ethical, pure, virtuous • Demonstrate admirable qualities Tell your brand story and build your community Consistency across all platforms Be the first to communicate Ensure proper systems are in place for training and crisis communications
- 5. Examples Dwayne “The Rock”Johnson Positive Articles and News • Family Man • Hard Working • Charitable • One of the highest paid actors in Hollywood • Down to Earth • Buys family vehicles • Make a wish foundation • Takes kids for rides on set • Gives extra time to his fans Negative Articles and News • Admitted Steroid Use in Wrestling • Animal Rights Activist/Aquarium/crocodile wrestling • Liposuction and plastic surgery
- 6. Examples Hope West Positive Articlesand News • Above & Beyond – The Club – Senior Loneliness • Well connected to the community – CMU, Mind Springs, Crossroads Fitness, VA • Helps youth as well as seniors • CEO – Christy Whitney communicates the company vision directly to the public • 87 FB reviews score a 4.8 out of 5 • Renovation – Center for Living your Best Negative Articles and News • Couple upset reviews regarding employee comments or doctor care
- 7. Tell Your Brand Story– Build your Community What are your corporate values? What are admirable qualities you want your company to be known for? Is there a personal story of triumph over conflict that should be shared? Does you brand/company solve a conflict or improve the status quo? What is the key benefit of your brand/company/service? Who is the hero in your story? Relate on a personal level that is authentic. Make people interested in your story. Be consistent . . . releasing content that reinforces your brand story and values and engages your community.
- 8. Types of Negative Publicity Online Bloggers,YouTube and Review Sites • Facebook, Google my Business, Reddit, Yelp (Google Maps), Yahoo Local, Angie’s List, Trip Advisor, etc. Stats about online reviews for 2020 • 92% of people are more likely to buy after reading a positive review • 85% of consumers read local reviews • 91% of consumers ages 18-34 trust online reviews • Speigel Research Center reported the likelihood of a product being purchased increased 270% after receiving five reviews • 38% of people never leave reviews • 44.7% of women say customer reviews are the biggest influence when making a brand decision (Search Engine Journal, Jan. 2020, Bright Local Survey Aug, 2019)
- 9. Bad Reviews • Showempathy • Apologize, don’t make excuses • Offer a solution • Give them an opportunity to contact you directly • Take the conversation offline • Keep it brief • Flag fake reviews with Google • Implement a program to request positive reviews
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- 13. Amy’s Baking CompanyHas a Meltdown on Gordon Ramsey Show Viewed by 3.34 million people in April, 2014 Poorly responded via social media Went out of business in September, 2015
- 14. Types of Negative Publicity Mistakes orcustomer service issues Poor Decisions, Bad Campaigns Security Breaches Organizational Criminal Behavior Unavoidable Political Issues Due to the Nature of the Organization Negative Associations Employee Behavior Unavoidable Emergency Situations
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- 16. Managing and Repairing YourReputation Wait - Don’t Panic • Is this something that warrants a response? • Are we guilty? • Will this blow over easily? • Remember who you are. Make a plan based on your core values and brand story.
- 17. Managing and Repairing YourReputation How big of a crisis is this? • Will this issue critically affect my company’s workflow or upset the board? • Will our bottom line be disrupted? • Will brand reputation be damaged - stakeholders, customers, prospects, industry?
- 18. Managing and Repairing YourReputation If you can, be the first to communicate • Expose internal mistakes and take ownership • Prevent rumors with immediate facts • Control the conversation • Address all aspects of the situation
- 19. Rules of Engagement • Neverengage in an online argument. • Do not pretend people aren’t talking. • Apologize if appropriate and be transparent. • Take the conversation offline, provide an easy contact number and reach out directly. • Be brave and confront issues directly at the source when possible. • Own any and all mistakes, learn from them and take immediate action. • Show the public that you have taken action and put processes in place to avoid future discrepancies • Be patient. • Be consistent with your core values and brand story.
- 20. Starbucks Coffee 2018 -Viral Video Showing Arrest of Two Customers https://youtu.be/-YPZ2FhVFGA Starbucks was accused of racial profiling causing online backlash. Over 9 million views, public outcry and in-store protests. #boycottstarbucks
- 21. Starbucks Coffee • Initiallyavoided conversations to get the plan together • CEO met with the mayor quickly • The video does not represent our mission and values • You should expect more from us • Scheduled a meeting with the two men who were arrested • Removed the manager and announced that he was no longer associated with the company • Admitted their mistakes as a company publicly • Conducted diversity training • Closed stores nationwide to ensure all employees attended diversity sensitivity training • Changed their policy on public bathroom use and released additional press • Used the training as a way to share positive media about the company’s proactive policies.
- 22. How to controlthe conversation. • Be brave. If possible, reach out to have inaccurate/slanderous info removed • Offer to repair the situation • Never threaten to sue • If necessary, take legal action • Is it slanderous or false? • Was there criminal activity involved? • Prepare talking points that reinforce the brand’s core values.
- 23. How to controlthe conversation. • Release press releases quickly both to media contacts and through an online PR distribution service. • Increase Google Links to Your Accurate News Story • Control what people find in search • Create an easy to share link for local media use • Share on social media • Create a blog/news section on your website in advance, host your own news and updates
- 24. How to ensurea successful interview with the media. • Provide them with a copy of your talking points and highlight key messages. • Steer the interview to include your key message. • Repeat the question with your answer. • Define, do not defend, what you do. • Correct false information and assumptions. • Ask if you can do a retake of a statement.
- 25. How to ensurea successful interview with the media. • Do not speculate, guess or speak for someone else. • Do not repeat negatives. • Do not speak “off the record.” • Do not be afraid to say, “let me get back to you.” • Do not say something you are not willing to be quoted about. • Never say “No Comment.”
- 26. How to ensurea successful interview with the media. •As appropriate, smile (slightly more than feels comfortable) •Pause before answering •Look at the reporter, not the camera. •Speak slowly and enunciate. •Demonstrate something. •Keep hand gestures to a minimum. •Wear dark clothes.
- 27. But we haveA LOT of news…
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- 29. Crisis Checklist forEmergency Situations Create Contact List Create and keep an updated contact list so all employees know how to easily notify the crisis team. Employ and train Employ and train a crisis management team who is responsible for all public media contact. Instruct other employees to refer questions to the crisis team. Internal Communications Have multiple communication systems in place to notify internal stakeholders and employees. Do not let the media be the one to tell them. Email, Text, Phone, Private Social Groups, Website Login Areas, Message Boards, Meetings.
- 30. Crisis Checklist forEmergency Situations Holding statements must include Prepare Holding Statement These are typically generic, preapproved statements with fill-in-the blank areas to input basic facts of the incident. Released within 60 minutes of an incident, these statements hold off further media conversations until more information is available. Empathy, action, reassurance, available details, when and where to get additional information.
- 31. Example of aholding statement “We are deeply saddened to confirm that two of our colleagues were injured in a fire at our office in Reading earlier this morning. They are both currently receiving medical treatment. We are in contact with their families and are doing everything we can to support them at this difficult time. “As this has just happened, the cause of the incident is not yet known. However, an investigation has been launched and we are cooperating with the relevant authorities. “This is the first time anything like this has happened in our 30-year history, and we have always prided ourselves on our excellent safety record. We will be reviewing our procedures and will put in place any recommendations from the authorities to ensure this does not happen again “We aim to provide a further update about this incident on our website and social media channels at 2 p.m.”
- 32. Crisis Checklist forEmergency Situations Monitor Media Pay attention to the conversation and log important details. Utilize online monitoring tools if necessary. Respond to online media conversations with empathy and facts. Gather your community Create a contact list in advance of trusted media partners, community allies, and organizational connections that will support and help distribute your story. Prepare a Q&A list Ensure the crisis communications team prepares a potential question and answer list to be prepared for public conversations. This should be prepared quickly along with the list of talking points.
- 33. Crisis Checklist forEmergency Situations Review Evaluate your effectiveness and fix communication gaps. Fix What You Can Take all necessary, reasonable action to repair your reputation and continually update the public about your actions. Employ your digital team Make sure someone on your team is qualified to post updates on your website, distribute preapproved press releases online, send emails updates, manage social media accounts, and respond using provided Q&A documents and brand value statements.
- 34. Communications Chart Types of communications– Establish a list of common communication types, distinguish between emergencies vs. standard updates and demonstrate a clear process for each category of “NEWS.” Stake Holders – Clarify who should be notified with each category of news., i.e. employees, clients, Board of Directors, regulators, investors, suppliers, parents, nearby neighbors
- 35. Communications Chart Communication tools appropriatefor each stakeholder group – List which tools are appropriate for each stakeholder group. i.e. employee hotline, website, notification systems, company emails, Facebook/Twitter, client emails, phone calls, SMS system, other communications apps. Make sure each group has multiple, tested ways to receive information. List of responsible communicators – List of contacts and specific people in charge of different communications outlets and/or levels of communication types.
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- 40. Reputation Repair • PositiveStories • Social Media Strategy • Aggressive Content Marketing • Reinforce core values and brand story • Engage your community • SEO Strategy • Keep Listening
- 41. Is it aGood Story? Is it timely? Is it interesting to any of your community stakeholders or intended groups? Does it involve people? Does it showcase your brand and values? Does it include a good visual?
- 42. Content Marketing Tips - ”Snack Size”your content Utilize various media tools, i.e. photos, video, blog, multiple social media platforms, PR wires, earned media and paid search, if necessary, to bury negative content. Create a calendar in advance. Connect content to your audience through storytelling. Become a thought leader in your industry. Engaging with audience consistently.
- 43. Complete important SEO steps - Claimpublic profiles and directories Comment publicly in news, forums and social media Create links between your profiles and websites Combat negative keywords with counter stories
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- 45. Online Monitoring Tools - Google Alerts– keyword notifications, company notifications via email Hootsuite – Social content management, scheduling and listening Buzzumo – Influencer watch, social listening, backlinks tracking, video/YouTube monitoring Tweet Deck – Twitter listening Mention – Team management, reporting, scheduling, listening Birdeye – Listening and review watch Meltwater – Programmed reports and analyzing all web content
- 46. What apps areyou using today and why?
- 47. Team Communications Apps/Tools • Slack •Hangouts Chat • Rocket • Chanty • ProofHub • Chanty • Fleep
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