Chamber Small Business Leader Awards and Forum

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Chamber Small Business Leader Awards and Forum

  1. 1. Take the Offensive: <br />Making your Plan in Advance<br />Kimberly Kayler, CPSM, CSI, President<br />Constructive Communication, Inc. <br />
  2. 2. <ul><li>Employee named employer on Facebook.
  3. 3. When he was charged with embezzling funds from previous employer, his current employer had to deal with the media frenzy.
  4. 4. Media used Facebook to learn more about this person, linked current firm to news stories. </li></ul>This could happen to you<br />
  5. 5. <ul><li>Employee noted on </li></ul> page how stupid her co-workers and clients are<br /><ul><li>Her boss got a call about the comments, from a client </li></ul>This could happen to you<br />
  6. 6. <ul><li> Changing world…fast information
  7. 7. Social media is about dialogue, two-way discussions that bring people together to share information.
  8. 8. Users control the messages, companies can influence those messages</li></ul>Why a strategy is needed<br />
  9. 9. <ul><li> Crisis communications isn’t a new issue, rather one that now requires more expertise and faster response time
  10. 10. An organized PR effort, planned key messages and a trained team will get you through a crisis.</li></ul>Why a strategy is needed<br />
  11. 11. <ul><li> Define approach, potential crises
  12. 12. Assemble contact information
  13. 13. Define roles and areas of responsibility.
  14. 14. Finalize action plan
  15. 15. Assemble key messages
  16. 16. Employee engagement </li></ul>Overview <br />
  17. 17. Assemble a team charged with:<br /><ul><li> Taking effective action in a crisis
  18. 18. Planning both operating and communication response strategies and programs in anticipation of future crises
  19. 19. Assuring the flow of reliable information between all staff and management</li></ul>Getting started <br />
  20. 20. Team members should be senior management from the following areas:<br /> Manufacturing/Production<br /> Marketing <br /> Studio, Division or Business Unit Operations Executives <br /> General Counsel <br /> Public Affairs <br /> Environment/Health/Safety/Security<br /> Human Resources <br /> Engineering/R&D<br />Crisis Communication<br />
  21. 21. The right spokesperson?<br />You don’t necessarily want the president of your company as your spokesperson. You need someone higher than him/her to clean up messes, should one occur. <br />
  22. 22. In general, the news media might contact your company with regards to the following:<br /><ul><li> News Relating to Your Customers
  23. 23. News Relating to Projects
  24. 24. News Relating to Markets You Serve
  25. 25. News Relating to Communities
  26. 26. News Relating to Economy</li></ul>What is a crisis?<br />
  27. 27. Sudden and unexpected disruptions that. . .<br /><ul><li> Interrupt normal operations
  28. 28. Require an immediate, coordinated response
  29. 29. Are likely to require decision-making actions at the highest levels of the company
  30. 30. Involve notification of agencies, neighborhoods or other outside parties
  31. 31. Have the potential to attract media and public attention to the company</li></ul>Defining a crisis<br />
  32. 32. Potential Crises:<br />Crisis Communication <br /><ul><li>Terrorism
  33. 33. Personnel Related Incident
  34. 34. Layoffs
  35. 35. Office closing
  36. 36. Transportation Accident
  37. 37. News event related to employee
  38. 38. Fire
  39. 39. Explosion
  40. 40. Chemical spill or release
  41. 41. Jobsite accident
  42. 42. Groundwater Contamination
  43. 43. Crisis at adjacent facility
  44. 44. Natural disaster
  45. 45. Product or service failure</li></li></ul><li>First and foremost: communicate<br />Saturate employees/stakeholders with information. The best plans often fall apart because companies fail to communicate with their employees! <br /><ul><li> Be sure to be forthright and honest.
  46. 46. Be sure to help them understand what you know and what you don’t know.</li></li></ul><li>Attention: All Employees<br />We have just learned that there has been an incident/accident/ situation/etc. at ______ . The safety and well-being of all of our employees are the main priorities at this point, so all employees have been relocated to a safe area/given direction to/etc. ______ (DESCRIBE ANY OTHER FACTUAL INFORMATION). <br />Unfortunately, until we have more facts regarding this situation, we do not have any other details to share but will provide frequent updates as information becomes available. As a reminder, it is corporate policy that employees DO NOT speak with the media, unless granted prior permission by _________. Should you be approached by the media, please tell them that they would be best served by speaking with _______. Thank you. <br />Sample statement<br />
  47. 47. <ul><li> Employees need to understand that what is posted out there cannot be taken back
  48. 48. Talk to your employees and remind them that they are representing you
  49. 49. If you do create a page for your company, monitor it regularly, start discussions, add events…etc.</li></ul>Best Practices: Social Media <br />
  50. 50. While it is not feasible to script your response to a given situation, the following can be crafted in preparation: <br />Right now, our primary concern is for the welfare of our (employees/customers [and their families]). We’re doing all that we can given this situation, and everything else is really peripheral at this time. <br />What we know about the situation right now is this: XXXXX. <br />[Do not speculate; do not say anything not verified. If you don’t know, say so. It’s perfectly all right not to know]. <br />As we ascertain new information and are able to verify its accuracy, we will be certain to relay this news to you as quickly as possible. <br />Prepare verbiage now!<br />
  51. 51. Don’t comment on financial performance. <br />“That’s a question that would best be addressed by someone from our corporate office. May I have them get in touch with you?”<br />Don’t comment on areas outside your core expertise – either corporate or personal. <br />“That’s not quite my area of expertise, so I’d hate to speculate and give you misleading information. If you’d like to follow up after the meeting, I’m happy to direct you to the right contact.”<br />Don’t be forced to directly answer poorly worded or leading questions. <br />Bad response: “We’re not buying out Competitor X.”<br /> Better response: “As a matter of policy, we don’t comment on industry rumors.”<br />Dealing with the media<br />
  52. 52. If you aren’t ready to speak:<br />Tell the media that your spokesperson will contact them at ___time. <br />Remind the media that safety is your first priority at this point, and you will be happy to be interviewed and follow up after you secure the site and ensure your employees are safe. <br />Watch what you say and how you act. Remember to show the media that you are cooperative, and, although your employees are your first priority at this point, you will coordinate with them at a later time. <br />Dealing with the media<br />
  53. 53. <ul><li> Actively monitor
  54. 54. Respond quickly: within hours
  55. 55. Respond at the flashpoint: where audience is communicating before anywhere else
  56. 56. Educate employees: all employees should have online social media training
  57. 57. Foster a positive culture: if employees are happy, they’re less likely to tear down the company
  58. 58. Set clear guidelines: create a policy</li></ul>Social Media Crisis Management<br />
  59. 59. <ul><li>Vocus: $1,250/month (all monitoring, news clipping and distribution of press releases)
  60. 60. Radian6: $600/month (allows monitoring of blogs, news, twitter, Facebook)
  61. 61. Cision: $695/month (uses Radian6 platform)
  62. 62. PR Newswire: $450/month (blogs, news, forums, Twitter, photos and video sites and Social Media such as Facebook)</li></ul>Monitor! <br />
  63. 63. <ul><li> Backytype.com: sends alerts when a comment is made that includes company name or brand
  64. 64. Blogpulse.com: searches blogs for your company
  65. 65. Boardreader.com: searches message boards, forums, videos and Twitter
  66. 66. icerocket.com: searches blogs, news, MySpace, Twitter, images
  67. 67. Socialmention.com and Collecta.com are great tools</li></ul>Monitor!<br />
  68. 68. “If you’re not part of the conversation, then you’re leaving it to others to answer questions and provide information, whether it’s accurate or incorrect. Or, even worse, you may be leaving it up to your competition to be the resource. Yes, there will be negative comments. Yes, you’ll invite unsolicited feedback. Yes, people will question your intentions. Negativity will not go away simply because you opt out of participating. Negative commentary, at the very least, is truly an opportunity to change the perception that you did or didn’t know existed.”<br />It’s All About Dialogue<br />
  69. 69. Thank you!<br />Kimberly Kayler<br />kkayler@constructivecommunication.com <br />614.873.6707<br />www.constructivecommunication.com <br />

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