1. Jonathan Hemus, June 2013

4. US Airways Hudson River Crash

5. Good Relations, December, 2012
Many organisations are unprepared

6. The consequences of being unprepared
NatWest endured a
social media backlash
when it failed to solve a
technical problem OR
communicate effectively
with its customers

7. The benefits of being prepared

8. Embracing social media in your crisis planning
• Develop, communicate & embed a social media policy
• Re-consider your reputational risk assessment
• Implement online media monitoring
• Create a crisis communication hub
• Develop a process to mount an online response
• Develop skills to mount an online response

9. Develop, communicate and embed a social
media policy

10. Re-consider your reputational risk assessment
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2
3
4
5
LIKELIHOOD OF RISK

12. Implement online media monitoring

14. Create an online crisis communication hub

15. Develop a process and resources to
mount an online response

16. Be prepared!

17. Be prepared!

18. Develop processes and resources to
mount an online response

19. Develop processes and resources to
mount an online response

20. Develop skills to mount an online
response

21. 10 principles for handling a social media crisis
1. Calibrate your response - determine seriousness of incident/issue
2. Agree communication strategy and messages
3. Acknowledge the issue quickly
4. Update regularly
5. Drive people to a central online hub
6. Take control, show you care, demonstrate action
7. Communicate context
8. Tone of voice is crucial – talk like human beings!
9. Interact with people where appropriate
10. Be authentic to the brand and your values

22. Your objective – protect PetsPeople’s reputation
Technical points:
Save statements and plans as “DRAFT” until you have
completed them; then “PUBLISH” them
Save work regularly; when crisis points pop up, click “close”
rather than “view” to avoid losing unsaved work
One person per team working on statements or plans

23. Jonathan Hemus, June 2013