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Crisis Communications in the Age of Social Media

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Sandra Fathi
Sandra Fathi

Crisis Communications in the Age of Social Media. Presented by Sandra Fathi at the Ragan Corporate Communicators Conference, June 11, 2014, Chicago #raganCCC

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Crisis Management in the Age of Social Media Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Ragan Corporate Communicators Conference June 11, 2014 #RaganCCC
PRESENTER BIO SANDRA  FATHI   •  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o  Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section  sfathi@affect.com     @sandrafathi  
CRISIS COMMUNICATIONS CORE  CONCEPTS   4 Phases of Crisis Communications •  Readiness •  Response •  Reassurance •  Recovery
CRISIS COMMUNICATIONS RECOGNIZING  CRISES   Internal •  Employees •  Facilities •  Vendors/Suppliers •  Distributors/Resellers •  Product External •  Acts of Nature •  Market •  Legal Restrictions/Law •  Customers •  Advocacy Groups Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment
CRISIS COMMUNICATIONS CRISIS  SCENARIOS   1.  Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2.  Employee arrested for hit and run accident – Now Appearing in Google Search 3.  Employee abusing drugs – Now Posted on his Facebook Profile 4.  Customer credit card details leaked – Now On Twitter 5.  Employee posts rant on company and exposes confidential information – Now on YouTube 6.  Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
CRISIS COMMUNICATIONS READINESS   Anticipating a Crisis 1.  Crisis Mapping (SWOT Analysis) 2.  Policies and Procedures (Prevention) 3.  Crisis Monitoring 4.  Crisis Communications Plan 5.  Crisis Action Plan 6.  Crisis Standard Communications Template
CRISIS COMMUNICATIONS RESPONSE  TIMES   How long before the $@!& hits the fan?
CRISIS COMMUNICATIONS EXAMPLE:  GENERAL  MOTORS  
CRISIS COMMUNICATIONS EXAMPLE:  GENERAL  MOTORS  
1. Develop materials: •  Messages/FAQ •  Prepared statements •  Press release template •  Customer letters 2.  Train employees •  Awareness •  Anticipation •  Organizational Preparation 3. Prepare channels: •  Hotline •  Dark site •  Social Media CRISIS COMMUNICATIONS RESPONSE:  CRISIS  TOOLKIT  
CRISIS COMMUNICATIONS RESPONSE   Preparing a Response 1.  Don’t delay 2.  Acknowledge situation 3.  Acknowledge impact and ‘victims’ 4.  Commit to investigate 5.  Commit to sharing information and cooperation with relevant parties 6.  Share corrective action plan if available 7.  Respond in the format in which the crisis was received**
CRISIS COMMUNICATIONS EXAMPLE:  MOZILLA  
CRISIS COMMUNICATIONS EXAMPLE:  GATORADE  
CRISIS COMMUNICATIONS EXAMPLE:  US  Airways    
CRISIS COMMUNICATIONS EXAMPLE:  US  Airways    
CRISIS COMMUNICATIONS REASSURANCE   Who to Reassure? How to Reassure? 1.  Develop full response plan 2.  Put plan into action: Immediate remedy 3.  Communicate results of plan and impact 4.  Reaffirm commitment to correction 5.  Demonstrate results of program
CRISIS COMMUNICATIONS RECOVERY   Preparing a Long-term Recovery Plan 1.  Review need for operational, regulatory, environmental and employee changes 2.  Develop long-term plan including policies and prevention tactics 3.  Reassess crisis plan 4.  Regain customer/public trust
CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL   “We have strict food handling procedures and zero tolerance for any violations. We believe this is a prank and the food was not served to customers. We are conducting an investigation and will be taking swift action against those  involved.”   Employees Gone Wild!
CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL  
CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL  
CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL  
CRISIS COMMUNICATIONS EXAMPLE:  NUTELLA   From Brand Fan to Hater in 60 Seconds
CRISIS COMMUNICATIONS EXAMPLE:  NUTELLA  
CRISIS COMMUNICATIONS EXAMPLE:  NUTELLA  
CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   "Food Network will not renew Paula Deen's contract when it expires at the end of this month.” Executive Blunders: Open Mouth, Insert Foot
CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   VS.LOVE HATE
CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   “After spending all day soul searching and trying to figure out how to deal with what I did, I recorded a video trying to do the right thing. In the end, I felt that I needed to just be myself, say I am sorry and beg for forgiveness. What I said was wrong and hurtful. I know that and will do everything that I can do make it right. I am not about hate, and I will devote myself to showing my family, friends and fans how to live a life helping others, lifting us all up, and spreading love.” 3,782,839 views
CRISIS COMMUNICATIONS EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: Con Edison •  6,500 Twitter Followers to 23,000 within 2 Weeks •  25 videos posted on pre-Sandy preparation •  100,000+ views and multiple broadcast airings of videos •  2500 Press Release RTs •  140,000 Flickr restoration image views EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: MTA •  Empower street crews •  Empower consumers •  Update MTA.info, YouTube, Flickr, Twitter, FaceBook •  Utilize Urban Digital Panels •  Email/Text Alerts MTA’s 4 Categories of Media Shared: •  Before: Preparation •  During: Storm Hits •  Aftermath 1: Damage •  Aftermath 2: Restoration EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW     1.  Implement Policies to Address Potential Vulnerabilities 2.  Use Social Media as a Tool for Crisis Monitoring 3.  Understand the Response-ability of Social Media 4.  Establish a Framework for Response 5.  Build a Social Media Crisis Toolkit
6.  Know Where to Respond 7.  Prepare Your Employees in Advance 8.  Establish the Proper Tone 9.  Kill the Automation Switch 10.  Be Honest, Be Transparent CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW    
CRISIS COMMUNICATIONS RESOURCES   White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
Crisis Management in the Age of Social Media Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Slides Available: Slideshare.net/sfathi #RaganCCC

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Crisis Communications in the Age of Social Media

  • 1. Crisis Management in the Age of Social Media Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Ragan Corporate Communicators Conference June 11, 2014 #RaganCCC
  • 2. PRESENTER BIO SANDRA  FATHI   •  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o  Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section  sfathi@affect.com     @sandrafathi  
  • 3. CRISIS COMMUNICATIONS CORE  CONCEPTS   4 Phases of Crisis Communications •  Readiness •  Response •  Reassurance •  Recovery
  • 4. CRISIS COMMUNICATIONS RECOGNIZING  CRISES   Internal •  Employees •  Facilities •  Vendors/Suppliers •  Distributors/Resellers •  Product External •  Acts of Nature •  Market •  Legal Restrictions/Law •  Customers •  Advocacy Groups Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment
  • 5. CRISIS COMMUNICATIONS CRISIS  SCENARIOS   1.  Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2.  Employee arrested for hit and run accident – Now Appearing in Google Search 3.  Employee abusing drugs – Now Posted on his Facebook Profile 4.  Customer credit card details leaked – Now On Twitter 5.  Employee posts rant on company and exposes confidential information – Now on YouTube 6.  Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
  • 6. CRISIS COMMUNICATIONS READINESS   Anticipating a Crisis 1.  Crisis Mapping (SWOT Analysis) 2.  Policies and Procedures (Prevention) 3.  Crisis Monitoring 4.  Crisis Communications Plan 5.  Crisis Action Plan 6.  Crisis Standard Communications Template
  • 7. CRISIS COMMUNICATIONS RESPONSE  TIMES   How long before the $@!& hits the fan?
  • 10. 1. Develop materials: •  Messages/FAQ •  Prepared statements •  Press release template •  Customer letters 2.  Train employees •  Awareness •  Anticipation •  Organizational Preparation 3. Prepare channels: •  Hotline •  Dark site •  Social Media CRISIS COMMUNICATIONS RESPONSE:  CRISIS  TOOLKIT  
  • 11. CRISIS COMMUNICATIONS RESPONSE   Preparing a Response 1.  Don’t delay 2.  Acknowledge situation 3.  Acknowledge impact and ‘victims’ 4.  Commit to investigate 5.  Commit to sharing information and cooperation with relevant parties 6.  Share corrective action plan if available 7.  Respond in the format in which the crisis was received**
  • 16. CRISIS COMMUNICATIONS REASSURANCE   Who to Reassure? How to Reassure? 1.  Develop full response plan 2.  Put plan into action: Immediate remedy 3.  Communicate results of plan and impact 4.  Reaffirm commitment to correction 5.  Demonstrate results of program
  • 17. CRISIS COMMUNICATIONS RECOVERY   Preparing a Long-term Recovery Plan 1.  Review need for operational, regulatory, environmental and employee changes 2.  Develop long-term plan including policies and prevention tactics 3.  Reassess crisis plan 4.  Regain customer/public trust
  • 18. CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL   “We have strict food handling procedures and zero tolerance for any violations. We believe this is a prank and the food was not served to customers. We are conducting an investigation and will be taking swift action against those  involved.”   Employees Gone Wild!
  • 22. CRISIS COMMUNICATIONS EXAMPLE:  NUTELLA   From Brand Fan to Hater in 60 Seconds
  • 25. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   "Food Network will not renew Paula Deen's contract when it expires at the end of this month.” Executive Blunders: Open Mouth, Insert Foot
  • 26. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   VS.LOVE HATE
  • 27. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   “After spending all day soul searching and trying to figure out how to deal with what I did, I recorded a video trying to do the right thing. In the end, I felt that I needed to just be myself, say I am sorry and beg for forgiveness. What I said was wrong and hurtful. I know that and will do everything that I can do make it right. I am not about hate, and I will devote myself to showing my family, friends and fans how to live a life helping others, lifting us all up, and spreading love.” 3,782,839 views
  • 29. CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: Con Edison •  6,500 Twitter Followers to 23,000 within 2 Weeks •  25 videos posted on pre-Sandy preparation •  100,000+ views and multiple broadcast airings of videos •  2500 Press Release RTs •  140,000 Flickr restoration image views EXAMPLE:  ConEd  &  MTA  
  • 31. CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: MTA •  Empower street crews •  Empower consumers •  Update MTA.info, YouTube, Flickr, Twitter, FaceBook •  Utilize Urban Digital Panels •  Email/Text Alerts MTA’s 4 Categories of Media Shared: •  Before: Preparation •  During: Storm Hits •  Aftermath 1: Damage •  Aftermath 2: Restoration EXAMPLE:  ConEd  &  MTA  
  • 33. CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW     1.  Implement Policies to Address Potential Vulnerabilities 2.  Use Social Media as a Tool for Crisis Monitoring 3.  Understand the Response-ability of Social Media 4.  Establish a Framework for Response 5.  Build a Social Media Crisis Toolkit
  • 34. 6.  Know Where to Respond 7.  Prepare Your Employees in Advance 8.  Establish the Proper Tone 9.  Kill the Automation Switch 10.  Be Honest, Be Transparent CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW    
  • 35. CRISIS COMMUNICATIONS RESOURCES   White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
  • 36. Crisis Management in the Age of Social Media Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Slides Available: Slideshare.net/sfathi #RaganCCC