PR Day 2012 Houston - NEWS AT THE SPEED OF SOCIAL MEDIA: THE PARADIGM SHIFT IN CRISIS COMMUNICATIONS
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Kade Dworkin's presentation provided at the Public Relations Society of America PR Day 2012 in Houston, Texas on October 31st. Main points of this talk about about how companies can assess and prepare for potential crisis issues as well as how to handle them once they happen.
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PR Day 2012 Houston - NEWS AT THE SPEED OF SOCIAL MEDIA: THE PARADIGM SHIFT IN CRISIS COMMUNICATIONS
- 1. KADE DWORKIN Chief Crisis Officer RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 2. CEO DUI? RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin (cc) stevendamron
- 3. ACCIDENT IN MANUFACTURING RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin (cc) Augapfel
- 4. MARKETING GONE AWRY RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 5. CURRENT CRISIS MANAGEMENT THINKS SOCIAL MEDIA IS ALL ABOUT PEOPLE LAUNCHING ATTACKS AGAINST THEIR CLIENTS. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 6. HOW SOCIAL MEDIA CRISIS DIFFERS • There are no bystanders • No traditional media cycles • Sound bites are now limited to even less time or content • May know about a crisis before the media or even you do RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 7. WHY I LOVE CRISIS EVENTS RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 8. PREVIOUS CLIENTS & EMPLOYERS RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 9. DOCS EVERY COMPANY SHOULD HAVE SOCIAL MEDIA POLICY SOCIAL MEDIA EMERGENCY RESPONSE PLAN RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 10. WHY PREPARE FOR CRISIS •Defining the outer boundaries •Legal Staffs have experience in worst case scenario dreaming •Prevents all key decisions from being made in the moment RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 11. WHAT IS A CRISIS When something goes wrong inside a company that has the potential to affect business operations. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 12. STAGES OF A CRISIS •Fact Finding •Unfolding Drama •Blame •Fallout/Reaction •Return to (new) normal RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 13. 8 KEY NEWS HOOKS •Impact •Novelty •Timeliness •Prominence •Currency •Human Interest •Proximity •Conflict RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 14. POLITICAL MODEL FOR CRISES Assume there are organized groups of people working against your interests. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 15. TYPES OF CRISES •Executive Issues •Non-Executive Employee Issues •Governmental Issues •Service Failure •Product Failure RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 16. TYPES OF CRISES •Marketing Missteps •Compromised Facility •Compromised Data •Company Decisions •Other RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 17. CRISIS COMMUNICATION 3 STORY TYPES: •COMPANY •LEGAL •PERSONAL *Helpful to release content on a regular schedule. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 18. CHOOSING WHICH TO PREPARE FOR •Check company history for past crisis events •Check direct competitors for their crises •If possible, rule out potentials that are unlikely in your industry RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 19. PREPARING FOR A CRISIS Checklists are easily verifiable, predictable and repeatable by using unambiguous tasks RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 20. SM CRISIS RESPONSE PLAN •Spark events •Tactical decision team + Legal member for final approvals •Spokespeople •Checklist of action to be immediately taken •Prepared content (if appropriate) RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 21. SENTIMENT OF RESPONSES •Apologize / Fault Admittance •Sympathetic / Empathetic •Factual Disclosure •Tenacity •Direct Confrontation RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 22. SELECTING SPOKESPEOPLE •Trustworthiness in the community •Perceived expertise •Perceived ability to have real change implemented RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 23. KEYS IN A CRISIS People want to see that you are working toward resolving the problem and restoring things to how they previously were. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 24. KEYS IN A CRISIS Disclosing facts is key in the early stages of a crisis. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 25. KEYS IN A CRISIS Consistent communication at regular intervals on social is ideal. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 26. KEYS IN A CRISIS “Preaching to the choir” is necessary and desired in a social media crisis. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 27. WORKING FROM BEHIND •Acknowledge •Set a schedule •Follow through RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 28. CAP’N CRUNCH RUMOR RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin http://www.craveonline.com/lifestyle/articles/162561-wtf-capn- crunch-to-be-discontinued
- 29. CAP’N CRUNCH RUMOR RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 30. CAP’N CRUNCH RUMOR RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 31. GODADDY DDoS ATTACK ON DNS RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 32. FIRST ACKNOWLEDGEMENT RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 33. SPINNING TO RESEARCH RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 34. FRUSTRATED CUSTOMERS RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 35. RESOLVED? 230 @ replies RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 36. CRISIS AT KUSA IN DENVER FEBRUARY 8TH, 2012 RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 37. MAX BITES KYLE DYER ON AIR RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 38. INITIAL REACTION 113 Likes 498 Comments 7:02 AM 38 Shares RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 39. INITIAL REACTION COMMENTS CONTAINED: • Concerns for Kyle • Concerns for Max, the dog, and Michael, Max’s owner • Questions on what was going to happen next • Blame for Kyle, Max and Michael • Prejudice against Pitbulls • Demands that KUSA pay Denver’s automatic dog bite fine RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 40. COMPANY STORY 1:11PM Short letter written by VP 354 Likes 233 Comments 26 Shares RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 41. LEGAL OBLIGATIONS 2:12PM 194 Likes 254 Comments 19 Shares RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 42. PERSONAL STORY Additional posts on an hourly basis regarding the facts of the situation 5:11PM Personal note from Kyle’s co-anchor of 15 years 984 Likes 499 Comments 36 Shares RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 43. RESOLUTION FEB 9, 2012 12:31PM 257 Likes 197 Comments 25 Shares RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 44. AFTERMATH FEBRUARY 10-12TH, KUSA did not receive a single additional post or comment about the crisis on their page. RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 45. AFTERMATH “We appreciate your efforts today to help us manage our difficult story. Managing a reputation is not easy but having your expertise at Gannett Local certainly made the process better. Your insights, thoughts and suggestions were most helpful and I wanted you to know just how much we appreciated your time and teamwork in helping us. Thank you. Best regards, Mark A. Cornetta President & General Manager KUSA-TV/KTVD-TV” RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 46. CONTACT INFO + URL http://redalertsocialmedia.com/prsa Download the deck, watch the video + sign up to receive the 10 crisis categories in depth Kade Dworkin kade@redalertsocialmedia.com 877-427-2599 x 701 RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin
- 47. Questions and Answers RED ALERT SOCIAL MEDIA KADE DWORKIN @kadedworkin