Dark sites are becoming an increasingly important part of a company’s crisis communications plan. Pages, microsites, and whole 'command and control' crisis centres are increasingly ready and waiting for potential disasters to strike. Because when crises erupt, the communication often evolves at a frightening pace, with that pace being driven by social. This session, led by NASDAQ OMX, looks at dark sites in general but also on building in proactive social tools with those sites so crises-related conversations can be monitored, steered and hopefully contained.
4. CRISIS MANAGEMENT
FIRST PRINCIPLES
Measure a crisis by Manage two
the impact it could things:
have on your 1. The Information
organization 2. The Message
Take responsibility
Respond Quickly Be accessible
Be honest
5. THE VICIOUS CIRCLE OF COMMUNICATING IN A CRISIS
Lack of
accessible
information
No time to
formulate
Journalists call
consistent
messages
Time absorbed
answering
phone calls
6. THE CIRCLE OF SUCCESS WITH MULTICHANNEL MESSAGING
Website, email
and social
channels used
to keep media
informed
More time to Journalists are
plan response able to self –
and formulate service for key
messaging information
Comms team
able to reduce
low value
inbound calls
7. THE 3 P’S OF CRISIS
COMMUNICATION:
PEOPLE
PLATFORM
POLICY
8. PEOPLE
• Right team in place
• Who’s the key audience?
• Empower staff on social media
11. DARK SITE – THE CRISIS EXPRESS LANE
• Home/Statement page
• Social media feeds
• Key information/FAQ
• Media area Keep it simple
• Contact details
• Site map
15. THANK YOU!
Sam Cookney
Associate Director, Communications and Marketing
NASDAQ OMX
sam.cookney@nasdaqomx.com
Mobile: 07785 615 653
16. PHOTO CREDITS – CREATIVE COMMONS LICENSE VIA FLIKR
Dark side of the moon
http://www.flickr.com/photos/d3l/3681854235/
Nelson's Column, Trafalgar Square
http://www.flickr.com/photos/kevinpoh/6920255769/
Dive
http://www.flickr.com/photos/joeshlabotnik/516341295/
Statue of Liberty
http://mashable.com/2012/10/29/fake-hurricane-sandy-photo