Crisis Communications in the Digital Age

1. Crisis Communications Insight and 5 Steps to Managing an On-Line Crisis

2. Influential Media Has Changed

3. Good news, get it out fast Bad news, get it out faster !

4. Yesterday’s Response Method

5. What’s Changed?

6. Today’s Response Method

7. The New Crisis Response Team Yesterday’s Team Executive Team Legal Counsel Communications Product Specialist Additional Team Members IT & Web Blog Staff Social Media Counsel Community/ Brand Managers Media Production Staff Media & Blogger Relations

8. Kryptonite Bike Lock Fiasco

10. Mainstream Media Picks Up Story

11. Source: Fortune

12. The Internet circa 1993

13. Internet Today INSERT hard video Link to ‘Did You Know Video’ Version 3 is Hyperlinked

15. "On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin brand, please accept our sincere apology," the message said. "We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution."

17. Addressing Domino’s Pizza Crisis, the firm decided to react to the event (taking 48 hours to respond) . They presented an apology (public & personally ) with immediate action taken and future commitment to its customers. It chose unconventional media channels to confront their consumers, the same channels in which the crisis found its way through social media networks.

19. Consumer research will be needed to follow consumers’ perceptions and behaviors in few months time. Currently, it seems that although the images were shocking, the Company has succeeded in reacting well to the event. On-line trends indicate that the buzz around I lost an interest.

25. EXTRA SLIDES

26. 1 Identify your crisis team & expand it: investor relations, government relations, public relations, crisis communications, outside lawyers, general counsel, digital communications, human resources, multimedia communications experts and an executive team. 2 Imagine your nightmare scenarios and prepare for them — make sure you own all the search-engine-optimization keywords, and that lawyers who specialize in class-action suits against major companies don't. 3 Track the blogosphere and other social media. Be connected with the major players and be as responsive as possible. 4 Don't wait. Your response time is only 24 hours. For real high profile brands - You're will need to evolve from the standard 24 hours to 24 minutes.