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Cilian Fennell• Cilian Fennell is one of Ireland’s leading communications consultants and strategic
advisors. For 20 years he has worked with some of the world’s leading organisations, training and coaching their senior leaders to become more effective and engaging communicators.
• As a Media Trainer, Leadership Coach and Crisis Communications consultant, he
works with individuals and teams across all industries, helping them define and communicate their message effectively across all platforms. Recognised for his use of storytelling and narrative strategy, Cilian is an advisor to Ireland’s leading political, business and media figures and has clients in the US, Asia, Europe and the Middle East.
• In previous careers, Cilian was a fisherman, a comedy promoter and Producer of The
Late Late Show with Gay Byrne. He is co-founder and Director of the award-winning company, Stillwater Communications. Stillwater Communications is the Communications Lead on EU Project Slándáil which aims to understand how social media can better inform emergency responses to natural disasters.
TRUST BUILDINGThrough Social Media Communications
Cilian FennellBusiness Continuity Institute
Tuesday 12th May 2015
© Stillwater Communications 2015
TRUST IS AT AN ALL-TIME LOW
Only 48% trust Government, Business, Media
60% of countries distrust the media
Italy 48%Germany45%UK- 38%Ireland 34%Indonesia-80%UAE
79%China77%Singapore70%
Media Trust
Only 48% trust Government, Business, Media & NGOs
60% of countries distrust the media
© Stillwater Communications 2015
TRUST IN TRADITIONAL MEDIA
New York Blizzard
*Source NUI Galway
© Stillwater Communications 2015
TRUST IN SOCIAL MEDIA
They all use, but very few trust...
WHO DO WE TRUST?
© Stillwater Communications 2013
SITESERV
Denis O’Brien
Newstalk
Blogs/ Social Media
RTÉ
FF
Catherine Murphy
INM
Fine Gael
© Stillwater Communications 2014
© Stillwater Communications 2015
COMMUNICATIONTraditional Media Social Media
Formal Informal
Serious Can be more playful
Knowledge Emotion
Timed Immediate
One Way Conversation
Paid Free
Event Driven Relationship Driven
© Stillwater Communications 2015
BAD SOCIAL MEDIA
© Stillwater Communications 2015
GAINING FOLLOWERS IN PEACE-TIME – AN GARDA SIOCHANA
© Stillwater Communications 2015
HOW SHOULD A COMPANY BEHAVE DURING A CRISIS - ESB
Advance planning Crisis communications plan in place Content templates, establish single content source
(press release) Different channels used to spread message
© Stillwater Communications 2015
ESB- MULTI-CHANNEL STRATEGY
© Stillwater Communications 2015
ESB- TWITTER
Building Trust with Social Media
• Post consistently• It’s a conversation!• Show your spirit• Be transparent• Care about something
© Stillwater Communications 2015
Have a Plan Centralise Comms CEO Leads No vacuum Review and Learn
THE STEPS TO MANAGING A CRISIS
© Stillwater Communications 2015
What? When? Where? Who?
INFORMATION TO CONVEY
1. What has happened?
© Stillwater Communications 2015
Who and what affected and how? Effect on the public – road
closures, lack of availability, etc.
2. What’s the effect of what happened
© Stillwater Communications 2015
Product recovery Investigations Notifying
3. What is being done?
© Stillwater Communications 2015
Website Emergency number Relief agencies Next update
4. Where and when will more info be available?
© Stillwater Communications 2015
It’s not just social media Have an online strategy Social media is immediate In a crisis, traditional wins Relationship, accuracy and experience
5 POINTS?
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