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LDA Digital Media Summit on Crisis Communications and Social Media
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COMMUNICATING AT THE RIGHT TIME, RIGHT CHANNEL, AND USING THE
RIGHT SITUATION IN A CRISIS
Karen Freberg, Ph.D.University of Louisville
LDA Digital Summit10.16.2014@kfreberg
BACKGROUND Crises have a negative reputation, emotional, and financial
impact on a brand and organization. Working in a reputation economy [facing an imperative to
change]. Growing expectations for being effective, empathy, and correct
in real-time.
How do we know how effective our crisis messages are in a given situation?
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What are the differences?
Victim
• Natural Disasters
• Workplace Violence
• Focusing on safety and well being
Accidental
• Product Tampering
• Addressing concerns from customers
Intentional
• Hacking• Cyber bullying• Reputational
misdeeds and issues
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Crisis Research Partnership
• Based on theory, not necessarily practice
• We know what must happen to succeed, but not how to tell whether or not it has happened properly or even at all.
In essence - we need to focus on
• what do you say, what do you not say, how do you say it, and when do you say it in a crisis
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