1. Crisis Management The New Rules of PR and Communication Group C Christina Reyes - Jose Campinho - Hector Saracho Stefanie Coroalles - Lukas Karrer - Yuko Isomura

2. The New Rules of PR and Communication Monitor Plan – Act / React The conversation – Real-Time 2 way communication Engage with your Customers – Adapt Social Media and Employees

3. Monitor Online communication and especially online buzz should be monitored Establish reporting system to monitor existing social media Know what your customers say and read about you“Dell lies; Dell sucks” Case, June 2005

4. Plan - Act / React Plan actions: Any communication activity online should be planned Plan reactions: Create a Social Media Emergency response Team (community managers) Train team on how to answer and react to threats Prepare information and training material for prevention, safety and what to do in case of an imminent threat

5. The conversationreal-time 2 way communication Online communication and PR today is a 2 way conversation Happy customers will talk positively about you Communication is real-time Customers expect an answer within 24 hours Customers expect to be listened to Word of mouth is extremely powerful online. If customers talk positively or negatively about you will have a great impact on your brand. Talk to your customers on an on-going basis PR is on-going, it never stops

6. Engage with your Customers Listen to your customers and engage with them United breaks Guitars, July 2009http://www.youtube.com/watch?v=5YGc4zOqozo React to the buzz and the comments customers make online Engage in real open conversations with customers Some rules on engaging: Deleting comments is not enough Do not ignore negative comments Be nice Be honest Accept your mistakes Don’t get defensive Don’t insult Don’t troll your competitors The whole Foods case, July 2007 Don’t annoy bloggers and influencersBelkin’s positive review Case, January 2009

7. Engage with your Customers Bad case Practice Nestle Kit Kat – Palm oil case http://www.greenpeace.org.uk/files/po/index.html http://www.socialmedialibrary.co.uk/blog/2010/03/nestle-facebook-response-leaves-sour-taste Good case Practice Unilever – Palm oil http://www.unilever.com/sustainability/environment/agriculture/palmoil/

8. Engage with your Customers - Adapt Actions need to follow promises – be honest with your customers Adapt to your customers Adapt to their expectations Be where your customers are

9. Social Media and Employees Be vigilant on how employees use social media By their behaviour online, employees can be a great threat to a brand Create a Social Media Policyhttp://www.slideshare.net/massimoburgio/social-media-marketing-networks-etiquette-and-inspirations-5903134 Educate employees on risks – “Don’t be Stupid” Create rules of engagement for employees on social networks Domino’s Pizza case, April 2009 Chrysler Twitter case, March 2011

10. Additional Sources 10 Of The Biggest Social Media PR Disastershttp://www.datadial.net/blog/index.php/2011/09/06/10-of-the-biggest-social-media-pr-disasters/ 5 Lessons from Social Media PR Disastershttp://www.theatlantic.com/business/archive/2010/03/5-lessons-from-social-media-pr-disasters/37977/ 10 Rules for Successful Social Media Communication http://www.online-communication.eu/simple_rules/ The New Rules of PR http://www.davidmeermanscott.com/documents/New_Rules_of_PR