A recent survey of more than 800 organizations revealed the vast majority of them — 79 percent — believe their company will face a crisis online next year. Despite this belief, most practitioners are unprepared to manage a crisis created by the 24/7 news cycle. You are the social media leader for your organization. You must prepare for a crisis before it strikes. You must know how to manage a crisis. It‘s vital to your organization's survival! In this interactive workshop, you'll learn how to: • Write an employee and organizational social media policy • Integrate social media with all your communications channels and messages • Develop and test a social media crisis plan • Create and manage your digital communications team • Track and analyze social media mentions, including impressions, reach, website traffic and traditional mentions • Monitor social media for harmful messages so you can respond quickly • Use Facebook, Twitter, LinkedIn and blogs to manage the crisis and perhaps save your brand with a powerful counter-offensive • Rebuild confidence among important stakeholders following a crisis

1. Crisis Communications: Strategies that Prevent and Manage Digital Crises
By Ann Andrews Morris, AndMore Communications
St. Louis, Missouri -- September 9, 2013
Smart + Strategic + Unique
Crisis Communications:
Strategies That Prevent and Manage
Digital Crises
Social Media for Nonprofits Summit
September. 9, 2013
St. Louis, MO
www.andmorecommunications.com
Overview of the afternoon
I.
What’s at stake in a 21st century crisis
II.
Social media communications during crises, the good, the
bad, and the ugly
III. Creating your social media crisis plan
IV. Breakout session #1: Developing your own social media
crisis plan
V.
Lessons learned from breakout session
VI. There’s a crisis, now what: How to use social media
channels to save your brand and rebuild confidence
VII. Breakout session #2: Mock crisis scenario
VIII. Lessons learned from breakout session
IX. Q & A
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
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2. Crisis Communications: Strategies that Prevent and Manage Digital Crises
By Ann Andrews Morris, AndMore Communications
St. Louis, Missouri -- September 9, 2013
I. What’s at Stake in a Crisis?
• Public safety
• Safety of your
employees and key
stakeholders
• Funding streams
• In short, your
organization’s entire
brand and reputation
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I. What puts brands at risk
•
A recent survey of more than 800 organizations
revealed the vast majority of them — 79
percent — believe their company will face a
crisis online next year.
•
Despite this belief, most practitioners are
unprepared to manage a crisis created by the
24/7 news cycle.
y
•
Is your organization ready?
www.andmorecommunications.com
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
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3. Crisis Communications: Strategies that Prevent and Manage Digital Crises
By Ann Andrews Morris, AndMore Communications
St. Louis, Missouri -- September 9, 2013
III. Creating your social media crisis plan
•
How many of you work in companies where
leadership does not understand the value (and
threat) of social media?
•
How many of you have plans in place?
•
How many of you are the leads of your social
media c s s response tea
ed a crisis espo se team?
•
How many of you have seen brands implode
on social media?
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III. The facts about social media
• Facebook has 1 billion active, monthly users
• Twitter has 175 million registered with accounts
• YouTube has more than 800 million unique
visitors each month
• 75 percent of Fortune 500 companies have
Twitter accounts
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
3

4. Crisis Communications: Strategies that Prevent and Manage Digital Crises
By Ann Andrews Morris, AndMore Communications
St. Louis, Missouri -- September 9, 2013
III. The facts about social media
Source: KPCB
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III. The facts about social media
Source: Ipsos Open Thinking Exchange, via Marketingcharts.com.
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
4

5. Crisis Communications: Strategies that Prevent and Manage Digital Crises
By Ann Andrews Morris, AndMore Communications
St. Louis, Missouri -- September 9, 2013
III. Creating the plan
•
Do an internal audit to assess what (if any) crisis
communications plans exist and who has ownership.
•
Review any existing plans t see how much social media i
R i
i ti
l
to
h
h
i l
di is
already taken into account, utilize this information to help create
your plan.
•
Create an internal team of key stakeholders to begin the
process of creating a full blown social media crisis plan.
•
The guiding principle should be that it is integrated seamlessly
with other crisis plans throughout the organization and that all
key stakeholders are familiar with it.
•
You might not be able to avoid disasters, but if you’re well
prepared, you’ll be able to emerge from them with your brand
unscathed and maybe even enhanced.
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www.andmorecommunications.com
VI. Effective social media communications in a
crisis
Objectives
•
Take responsibility
•
Be a coordinated and effective team
•
Demonstrate control
•
Reduce uncertainty
•
Strive for quality, speed and frequency
•
Combat rumor and prevent speculation
•
Win sympathy and recognition
•
Protect the brand
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
5

6. Crisis Communications: Strategies that Prevent and Manage Digital Crises
By Ann Andrews Morris, AndMore Communications
St. Louis, Missouri -- September 9, 2013
VI. Effective social media communications in a
crisis
Top-line advice

Your chances of managing the situation effectively will be far
higher if you already have a strong and active online presence

Transparency and authenticity are the guiding principles of online
communications

Social media presents the excellent opportunity to communicate
directly and instantaneously with your key stakeholders

Strategically integrate traditional and social media channels

Do NOT have a knee-jerk reaction to any online flaming or
criticism: prepare in advance, listen, reflect and quickly decide if
and how to respond
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Connect with Me!
Ann Andrews Morris
AndMore C
A dM
Communications, LLC
i ti
ann@andmorecommunications.com
www.andmorecommunications.com
Twitter.com/AndMoreComm
LinkedIn.com/in/annandrewsmorris
Smart + Strategic + Unique
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
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