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SMCKC September Breakfast: Crisis Communications in a Social Era

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In an age of instant, digital communications, you can’t afford to have the wrong crisis communications approach. Honesty and transparency are key to preserving your company brand and reputation. Here Morningstar Communications vice president Tricia McKim and account executive Brian Van Note share tips for crisis communications planning and management. Learn how to use social media to your advantage during a crisis and walk away with three action steps you can start immediately.

Published in: Social Media
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SMCKC September Breakfast: Crisis Communications in a Social Era

  1. 1. Clarify. Connect. Change. @ 2016 Morningstar Communications Crisis Communications
 in a Social Era Tricia McKim, Vice President, @TAMcKim Brian Van Note, Account Executive, @BrianVanNote
  2. 2. *Photo Credit: USA Today
  3. 3. • Prepared • Transparency and authenticity • Omni-channel approach • Fast response times
  4. 4. Today You Will Learn • Why crisis communications planning is important and how to plan • How to use social media to your advantage before and during a crisis • Five tips for communicating in a crisis situation • What you can do today to better prepare for a crisis tomorrow
  5. 5. A Crisis Is… • An opportunity for marketing communications to shine • Your organization will be in 
 the spotlight • How you handle it will shape your brand for years
  6. 6. Types of Crisis • Deliberate corporate action • Smoldering crisis • National or international risk • Operational crisis • Social media
  7. 7. Prepare.
 Prepare.
 Prepare.
  8. 8. 8 Tips for Crisis Communications Planning 1. Create a written crisis communications plan 2. Engage a communications leader 3. Conduct scenario planning 4. Determine roles 5. Define key stakeholders 6. Craft preliminary messages in advance 7. Know which channels you will use to reach stakeholders 8. Train your teams
  9. 9. Use Social Media to Stay on Top of Crisis Situations
  10. 10. Crisis is rarely a matter of “if,” but rather “when.”
  11. 11. 5 Tips for Communicating in a Crisis 1. Deliver accurate and transparent information 2. Remember, tone matters 3. Take decisive action quickly 4. Never argue or put down your audience 5. Implement the strategy: Strengthen/Soften/Separate
  12. 12. Deliver Accurate and Transparent Information
  13. 13. Remember, Tone Matters
  14. 14. Take Decisive Action Quickly
  15. 15. Never Argue or Put Down Your Audience
  16. 16. Strengthen/Soften/Separate
  17. 17. Strengthen/Soften/Separate
  18. 18. Remember… • Crisis communications is an ongoing priority, not a “plan on a shelf” • Practice. Practice. Practice. • Crisis communications is everyone’s job • Lead with honesty and transparency • The planning process never ends
  19. 19. Three Things You Can Do Today… • Start monitoring • Plan. Refresh. Practice. • Commit to honest, transparent communication
  20. 20. TRICIA MCKIM TMCKIM@MORNINGSTARCOMM.COM BRIAN VAN NOTE BVANNOTE@MORNINGSTARCOMM.COM

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