Crisis Communications Planning in the Social Media Age - On-Demand Webinar
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Dealing with a crisis is never easy, but it’s always more manageable when there’s a plan in place. Sometimes, however, it can be difficult to get everyone on a team to agree on a single crisis communication plan. The first step to implementing a crisis plan is to sell it to the rest of the team.
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Crisis Communications Planning in the Social Media Age - On-Demand Webinar
- 2. #CRISISCOMMS @PRNEWSWIRE @CNWGROUP Victoria Harres - @VictoriaHarres VP, Strategic Communications & Content PR Newswire Gerard Braud - @GBraud CEO/President Braud Communications James E. Lukaszewski - @JimLukaszewski America’s Crisis Guru, President The Lukaszewski Group – Division Risdall Marketing
- 3. #CRISISCOMMS @PRNEWSWIRE @CNWGROUP • Definition of crisis • Anticipating how a crisis plays out • The social media angle • Being prepared with a plan • How to guide your leaders through crisis What we’ll discuss:
- 4. #CRISISCOMMS @PRNEWSWIRE @CNWGROUP AS COMMUNICATORS WE DEAL WITH CRISIS ALL THE TIME. IF WE DO OUR JOBS WELL, MOST PEOPLE WON’T KNOW THEY EVER HAPPENED.
- 5. #CRISISCOMMS @PRNEWSWIRE @CNWGROUP CLICK HERE TO LISTEN TO THE FULL WEBINAR RECORDING
- 6. #CRISISCOMMS @PRNEWSWIRE @CNWGROUP Photo sources from Flickr users: U.S. Army Corps of Engineers, Birdies100, Simon Law, Geoffrey Gilmour-Taylor, Luke Addison, opensource.com, Ben Ostrowsky, Michelle Tribe, Eirik Solheim, Mark What is a crisis? MAN MADE OR NATURAL CATASTROPHE INJURY PRODUCT DEFECT PRODUCT FAILURE NEGATIVE PRESS UNREASONABLE CUSTOMER MISTAKE MISHANDLED COMPLAINT MISUNDERSTANDING TROLL TWEET
- 8. Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Speed 8
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- 11. Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Vulnerability Assessment What is your “It?” 11
- 12. Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Pre-written News Releases 12
- 13. Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Heart of Plan 13
- 14. Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Media Training 14
- 15. Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Crisis Drill 15
- 16. 16 James E. Lukaszewski, ABC, Fellow IABC, APR, Fellow PRSA, BEPS Emeritus 24/7 Cell: 203-948-7029 | Email: jel@e911.com | Web: www.e911.com Blog: www.e911.com/wisdom-of-americas-crisis-guru/ Twitter: @jimlukaszewski LinkedIn: www.linkedin.com/in/jameslukaszewski/
- 17. 17 How to Convince the Boss to Act • Reduce your enthusiasm. • Focus on the threats to them – be sensible, simple, positive and constructive. • Let them approve the process before you spring your plan. • Leaders like to choose their own directions and solutions. 17 @jimlukaszewski
- 18. 18 Here is What to Talk About 18@jimlukaszewski 18
- 19. 19 Why They Do It • Block public or private actions • Bully and humiliate • Corporate dis- or misinformation • Decrease or increase market capitalization • Legitimate problem that they cannot get solved by any other means 19@jimlukaszewski 19
- 20. 20 Why They Do It (continued) • Giving a voice to victims • Just because they can • Publicity for their cause • Revenge and extortion • Social-Political-Religious agendas • Target organization to stop certain behaviors It’s Because They Are Victims 20@jimlukaszewski 20
- 21. 21 So What? 1. Attack strategies can build huge, diverse audiences quickly. 2. Sites remain long after problems are resolved, sometimes forever. 3. Attacks raise questions among key base audiences that must be answered, in any event. 4. Failing to respond can be toxic to leader reputation and career. 21@jimlukaszewski 21
- 22. 22 And Why? • Management needs to understand… help them. • Your destiny is your responsibility. • Social media counteracts the #1 criticism of all crisis response – failure to speak promptly. • Even the briefest pause or silent period is impossible to credibly explain or excuse. • Silence makes you the perpetrator. • If you don’t manage your own destiny, someone else is waiting out there to do it for you, or is already trying. 22@jimlukaszewski 22
- 23. 23 Lukaszewski’s 1st Axiom of Crisis Survival • Neither the government, your toughest critic, blogger, bloviator or bellyacher, or the media can take you down. It’s always done by an uninformed but well-meaning employee, self-appointed explainer, critic, a well- meaning friend or relative. 23@jimlukaszewski 23
- 24. 24 Types of Cyber Attacks • Bellyaching • Bloviating • Bullying • Carping • Confrontation • Contentiousness • Customer retribution • Customer service complaint • Damage reputation • Denial of service • Disturb sales • Extortion • Hate • Misinformation • Revenge rumors • Stock value impairment • Terrorism • Threats • Vent • Whispers 24@jimlukaszewski 24
- 25. 25 Nine Tactics of On-line Activists 1. Polarize the issue. 2. Build a support base on the Web. 3. Trivialize, emotionalize, insult, humiliate. 4. Anger, debilitate, violate trademarks, and misinterpret every response. 5. Use ultimatums. 6. Register their site in search engines. 7. Postings on message boards. 8. Work the e-news media. 9. Misinform, misdirect, misstate, mindlessly question, be infuriating. @jimlukaszewski 25
- 26. 26 There’s still a common tool often triggered by an overlooked adverse event to someone else. www.ihatexyzcompany.com Attack Sites 26@jimlukaszewski 26
- 27. 27 Gripe Sites • www.planetfeedback.com • www.publicopinion.com • www.epinions.com • www.yelp.com • www.ripoffreport.com • www.i-need-a-rant.co.uk • www.gripesonline.com • www.sickofbeingscrewed.com 27@jimlukaszewski 27
- 28. 28 What’s the Impact? • Builds the victim pool • Creates doubt about leadership in the minds of consumers, vendors, employees, investors, public officials • Damages reputation • Decrease / Increase market cap • Lawsuit threats • Lower sales • Lowers morale • Makes recruitment difficult • People with no credentials get power @jimlukaszewski 28
- 29. 29 Questions 1. Is there a single tactic that is proven to be the most effective in the process of crisis management? Speed Beats Smart Every Time @jimlukaszewski 29
- 30. 30 Questions 2. What are the best practices, besides the CEO’s coercive power, to win internal support to prepare for crises? Prepare for what frightens the boss most, first. @jimlukaszewski 30
- 31. 31 Questions 3. If you could choose only one skill or characteristic that is crucial for crisis communication management, what would that be? Compassionate decisiveness. @jimlukaszewski 31
- 32. 32 Questions 4. When the law firm suggests that management keep silent about a crisis, what’s the secret to persuading the leadership to speak promptly and face stakeholders quickly? These are leadership decisions rather than legal or public relations decisions. The advice is: First, do what your mom taught you to do in these circumstances.@jimlukaszewski 32
- 33. 33 Do these things and life will get better the day after tomorrow. @jimlukaszewski 33
- 34. #CRISISCOMMS @PRNEWSWIRE @CNWGROUP Victoria Harres - @VictoriaHarres VP, Strategic Communications & Content PR Newswire Gerard Braud - @GBraud CEO/President Braud Communications James E. Lukaszewski - @JimLukaszewski America’s Crisis Guru, President The Lukaszewski Group – Division Risdall Marketing Questions?
- 35. FOR INFORMATION ABOUT OUR SERVICES, CALL: US: (888) 776-0942 CANADA: (877) 269-7890
Notas del editor
- Hello and welcome to the PR Newswire & CNW webinar: Crisis Communications in the Social Media Age I’m Victoria Harres, Vice President of Strategic Communications & Content at PR Newswire. Before we start I have a few housekeeping items to share: There is no need to take notes as we will be emailing you the on-demand webinar replay along with the slides from today. Please submit questions by typing them in the “ask a question” box in the bottom right of your screen. If your question is for a particular speaker, please indicate the name. We will address as many of your questions as we can at the end of the discussion. The hashtag for the webinar today is #CRISISCOMMS. We encourage you to continue the conversation on twitter using the twitter button at the bottom of your screen.
- Jerad Bro: A former journalist turned communications pro who wrote the crisis communication plan for the Internal Revenue Service and whose plans are also used by the Library of Congress, the U.S. Army Missile Defense Command, and countless other organizations. Jim LukaSHEVskee: He’s an author, speaker and an expert in managing and reducing contention. He’s been named by PR Week as one of 22 “crunch-time counselors who should be on the speed dial in a crisis.”
- Most crisis are very traditional in nature. Product failures have happened, I’m sure, since the invention of the wheel. What’s different now is the stage a crisis plays out in. Social networks are real-time. On Twitter, you can go from a misunderstanding to a full-blown crisis in a matter of minutes.
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- Gerard and Jim thank you so much for sharing your thoughts and tips with us today. We have time for a couple of questions.
- We’ve come to the end of hour. I want to thank our speakers again and all of you who joined us. Have a great day.