1. The changing face of
Crisis Communications
Gitanjali Laad
MSPC 3550

2. Facebook and Twitter fueled the uprising
18th April 2012 Source: The Washington Post 2

3. Virtual tools used for “Real” gathering
18th April 2012 Source: Occupy Wall Street 3

4. People identified with the purpose
18th April 2012 Source: Indiaagainstcorruption.org 4

5. People motivated to reduce uncertainty
18th April 2012 Source: New York Times 5

6. Main stream and social media converge
18th April 2012 Source: MSL Group Crisis Network Report, 2011 6

7. Twitter used to reach out to friends in need
18th April 2012 Source: Twitter Stories 7

8. Crisis is not local but global
18th April 2012 Source: Mary Meeker’s Presentation at Web 2.0 Summit, San Francisco, Oct 2011 8

9. Social media used to organize crime
18th April 2012 Source: The Guardian 9

10. Also to organize the clean-up efforts
18th April 2012 Source: Twitter Stories 10

11. What does it all mean?
• Conversations are happening online- whether you
like it or not
• Engagement and participation are more important
than online presence
• Transparency, porosity and authenticity rank at the
top of the charts
• It’s about listening, observing and then providing a
thoughtful timely response
18th April 2012 Reference: Li C., Bernoff J. (2008) Groundswell, Harvard Business School Publishing 11

12. Statistics that validate the trend
18th April 2012 Source: American Red Cross Survey, Summer 2011 12

13. Four Stages of Crisis and Social Media
• Prodromal Stage
– Real time information dissemination & reach
– Heighten situation awareness - issue warning
• Acute Stage
– Conduct hazard assessment with real-time
data/photos/videos
– First responders can plan clean-up
– Mobilize resources around the world
(volunteers/donation/appeals)
18th April 2012 Reference: Fink, S. (2002) Crisis Management: Planning for the inevitable, Amacom Books 13

14. Four Stages of Crisis and Social Media
• Chronic Stage
– Unique and efficient way for crisis communicators
– Participating and monitoring the social networks
– Circulate guidelines and information
– Flexibility for anyone to break news
• Resolution Stage
– Crowd sourcing and create partnerships
– Collaboration between public and private agencies
18th April 2012 Reference: Fink, S. (2002) Crisis Management: Planning for the inevitable, Amacom Books 14

15. Components of crisis communications plan
• Check the facts
• Determine the impact
• Bring together a trusted counsel
• Understand your detractor
• Decide the appropriate response
• Host the conversation
• Continue to monitor
18th April 2012 Source: www.radicallytransparent.com 15

16. Challenges
• Trivial and unreliable content
• Speculation and gossip
• Lack of confidentiality, privacy
• Audience is fragmented
• Increase in communication channels
• Long-term commitment and resources
18th April 2012 Gitanjali Laad 16

17. Innovation
Red Cross Safe and Well Tool
18th April 2012 Source: American Red Cross 17

18. Innovation
Red Cross Digital Operating Centre Powered by Dell
18th April 2012 Source: American Red Cross 18

19. Innovation
Red Cross Shelter View Application
18th April 2012 Source: itunes.apple.com 19

20. Thank you
Gitanjali Laad
Blog: www.gitanjali-socialmedia.blogspot.com
Twitter: @GitanjaliL
LinkedIn: www.linkedin.com/in/gitanjalilaad