The document is a presentation by Ann Andrews Morris of AndMore Communications about effective crisis communication strategies in the digital age. The presentation covers developing a social media crisis plan, lessons from case studies, using social media to manage brand reputation during a crisis, and measuring the impact of crisis communication efforts on social platforms. It emphasizes the importance of transparency, authenticity, and an existing online presence in effectively preventing and responding to digital crises.

1. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
1
Smart + Strategic + Unique
Summary presentation
Crisis Communications:
Effective Strategies to Prevent and
Manage Digital Crises
For more information or help with your crisis
communications needs, contact Ann Andrews Morris
ann@andmorecommunications.com
The 6th Annual Health Care Social Media Summit
at the Mayo Clinic
October 21, 2014
www.andmorecommunications.com
Overview
I. What’s at stake in a 21st century crisis?
II. Today’s social media landscape
III. Breakout session #1: Developing your own social media crisis
plan
IV. Lessons learned from breakout session
V. There’s a crisis, now what: How to use social media channels to
save your brand and rebuild confidence
VI. How to measure the effect your social media efforts are having on
your brand during a crisis
VII. Breakout session #2: Mock crisis scenario
VIII. Lessons learned from breakout session
IX. Q & A
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

2. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
2
What’s at stake?
• Public safety
•• Safety of your
employees and key
stakeholders
• Funding streams
• In short, your
organization’s entire
brand and reputation
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What put brands at risk?
• Lying, deceiving or misleading
• Being in denial and / or failing to recognize and own up to the
problem quickly
• Being too slow to respond
• Leaving too many time gaps without updates
• Failing to manage stakeholders’ perceptions as well as facts
4
• Allowing other parties to become the source of information
• Allowing rumors and speculation to take over facts
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

3. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
3
The facts about social media
Platform Active monthly users
1.2 billion
More than 1 billion
255 million
200 million
187 million
6.7 million
5
What are people sharing?
6
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

4. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
4
The facts
7
Are you prepared?
8
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

5. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
5
Are you prepared?
9
The facts
10
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

6. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
6
What’s creating online crises?
11
What’s missing?
12
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

7. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
7
Doing the right thing at Emory
1. Put a face on the story
2. Refuse to be rushed when developing and distributing
your message
3. Identify who will have access to the microphone
4. Make sure the sincerity is evident
5. Create hashtags
6. Remember that traditional news reporters are now
working in real time
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7. Be committed to your story, work, peers, and employer
8. Avoid the spur of the moment, it’s all about training and
preparation
Trying to do the right thing
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

8. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
8
Getting it right
• They deleted the Tweet and posted an apology,
that was appropriately funny.
• Followers understood how the mistake
happened, sympathized, urged others to donate
to Red Cross
• Smart and successful response is now being
used as good example in conference rooms
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across the world!
Boston Police
The situation
• Confusion and panic after bombing at Boston
Marathon.
• Conflicting reports from “sources” being reported
The reaction
• BPD public affairs identified Twitter as their main communication tool to
reach the public and media
• They identified key spokespeople, determined the messaging, and
provided frequent updates
S d i i f i d f l i h BPD i
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• Served as community information and safety tool – with sometimes
having to ask people not to Tweet locations of police activity
• Twitter followers went from 55,000 to 300,000
• The feed became the go to source for information during those tenuous
hours and days
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

9. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
9
Building your plan
17
Building your plan
18
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

10. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
10
Building your plan
19
Sample action plan
20
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

11. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
11
What is NOT a crisis
• Rumors and complaints
• But, if you don’t want these situations to turn into
crises:
– Address and quash rumors in an appropriate manner
– Address and resolve complaints as much as possible.
21
There’s a crisis, now what?
22
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

12. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
12
Top-line advice
 Your chances of managing the situation effectively will be far
higher if you already have a strong and active online
presence
 Transparency and authenticity are the guiding principles of
online communications
 Social media presents the excellent opportunity to
communicate directly and instantaneously with your key
stakeholders
 Strategically integrate traditional and social media channels
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 Do NOT have a knee-jerk reaction to any online flaming or
criticism: prepare in advance, listen, reflect and quickly
decide if and how to respond
 Know when to walk away
Measuring your efforts
Build a list of everything that’s measureable
• Engagement, influence, impact, advocacy
• Twitter:
 Volume of outbound updates per day
 Number of inbound Tweets per day
• Facebook:
 Number of likes per day
Number of likes per update
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  Number of comments per day
 Number of shares
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

13. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
13
Measuring your efforts
• Blog:
 Number of daily visitors
 Number of unique visitors
 Number of comments
 Tenor of comments (negative, positive, neutral)
• The web:
 Net positive mentions across all channels/sites
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 Net negative mentions
 General complaints about the brand
Measuring your efforts
• Set up monitoring tools and analytics well in advance
of any potential crisis
• Establish a baseline when a particular program or
campaign begins
• Create and keep track of activity timelines -- your
ongoing online outreach efforts -- and measure the
impact they’re having against online behavior and
26
they re opinions
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

14. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
14
Measuring your efforts
• Use those analytics to inform your knowledge of your
stakeholders
• Listen to what they’re saying
• Build the relationships now
• Engage appropriately
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• Stay current on measurement tools
Measuring your efforts
• Stay on top of the monitoring and evaluation, it’s critical to
literally have your finger on the pulse of the social media world
• Use analytics to determine:
 What’s working?
 What’s not working?
 How can we improve?
 What did we miss?
 What’s next?
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What s All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.

15. Crisis Communications: Effective strategies to prevent and manage digital crises
By Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
15
Connect with me!
@AndMoreComm
linkedin.com/in/annandrewsmorris/
ann@andmorecommunications.com
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright
and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.