Red Alert - Navigating a Crisis in a Social Media landscape
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Red Alert - Navigating a crisis in a social media landscape. Gives hands-on, practical advice about how to respond to events-based and informational crises. Shows the impact of social media on crisis management, and what organizations need to do as a result.
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Red Alert - Navigating a Crisis in a Social Media landscape
- 1. red alert: navigating a crisis in a SM landscape November 10, 2009 LEWIS PR
- 2. introductions Lucy Allen Morgan McLintic SVP EVP @lucya @morganm 2 | November 10, 2009
- 3. contents introduction what is a crisis today? types of crisis how to prepare how to respond what to say 3 | November 10, 2009
- 4. about LEWIS PR • global communications firm • public relations, analyst relations, content creation, • 39 offices worldwide – 8 in US influencer programs, • technology, healthcare, integrated communications financial services, retail, • won lots of awards ;) non-profit sectors 4 | November 10, 2009
- 5. which of these is a crisis? • chemical factory explosion • disgruntled employee makes internal accusations • company layoffs • dissatisfied customer • CFO accused of financial complains via Twitter impropriety • blogger interview gone awry • patent infringement suit • negative comment on • missed product launch Facebook Page deadline 5 | November 10, 2009
- 6. how does social media affect a crisis? in a bad way in a good way • frequency >> set expectations • measurability >> evaluate • speed >> monitoring • dialog >> process • reach >> global • duration >> short, phew! • visibility >> transparency • permanence >> SEO 6 | November 10, 2009
- 7. types of crisis informational event-based internal internal informational event-based external external 7 | November 10, 2009
- 8. types of crisis informational event-based internal internal INVESTIGATE PREPARE informational event-based external external EVALUATE ACT 8 | November 10, 2009
- 9. how can you prepare? • agree what is a crisis • map potential crises impact vs likelihood (be honest) • scenario plan – message, response team, mechanism • open channels now • create relationships now • train spokespeople 9 | November 10, 2009
- 10. types of crisis informational event-based internal internal INVESTIGATE PREPARE informational event-based external external EVALUATE ACT 10 | November 10, 2009
- 11. 11 how can you evaluate?
- 12. types of crisis informational event-based internal internal INVESTIGATE PREPARE informational event-based external external EVALUATE ACT 12 | November 10, 2009
- 13. how should you respond? • timeliness • transparency • tone • focus on facts • prioritize • offset • channel / format • who – you? community? 13 | November 10, 2009
- 14. what should you say? DO DON’T • clarify and substantiate • belittle the problem • admit fault if due • amplify the problem • commit to actions • inject emotion • offer solutions • make promises • be human • speculate / accuse • keep it short 14 | November 10, 2009
- 15. summary • learn to live with crises • monitor online & offline • scenario plan – what, who, how etc • prepare the ground – channels, relationships • keep perspective 15 | November 10, 2009
- 16. thank you www.lewispr.com 16 | November 10, 2009