http://www.greenpeace.org.uk/files/po/index.html

1 What issues are you likely to face?

2 Which are avoidable, and which unavoidable?

3 What action do you need to take to avoid a crisis?

VIDEO: EMBED CODE http://youtu.be/yK5SzV4OBF0

"The information provided by the BBC [on

child labour being used by one of Primark‟s

subcontracted factories in India] enabled

us to identify that illegal sub-contracting

had been taking place and to take action

accordingly"

VIDEO EMBED CODE: http://youtu.be/A5zs5fUhspE

The situation room

Communications Director

Measurement and research

PR and Reputation

Management

Customer Support

Community Management

Marketing

Legal

Tech Support

Oversees the

overall crisis

response

Monitors for

mentions and

issues

Defines

strategy and

works with CM

to deliver

message

Works with all

teams and leads

communication

style

Communications Director

Measurement and research

PR and Reputation

Management

Customer Support

Community Management

Marketing

Legal

Tech Support

Access to mobile / home numbers/ time zones

Access to passwords and platforms

Clear defined escalation paths including any 3rd party contacts (PR, Community etc.)

Social media will influence your crisis response

Consumers contact you over Facebook, Twitter…

…and share rumours with each other on forums

Why are you monitoring?

What to look for: cut out the chatter

When to react and when not

to

Monitor own channels

• LOFT: a brand of Ann Taylor

• LOFT faced criticism over

photos of size zero models

on its Facebook page

• Customers demanded to

see „real women‟ wearing

the trousers

• LOFT responded by replacing

the size zero models with pictures of real women – staff

from LOFT‟s office – modelling

the cargo pants

• The result: glowing praise from

customers; 800 positive reviews

of the new cargo pants in

prominent news sites, and an additional 10,000 Facebook

fans

“Love this idea!!! Thank you so much for

using a real person, makes a world of

difference!”

Be in the conversation…

.. When you’re in the wrong

Manage your reputation before the crisis Community managers are first line of defence Identify your ambassadors: they’ll defend you

publicly

Crisis tools

Documented policies: operations, stakeholders and communications

Social media policies Escalation processes Infrastructure Communications materials Spokespeople Community management

Speed, speed, speed! Talk to consumers Measure their reaction Remember all your channels Prepare for mass hysteria Disregard for laws (libel, contempt) Avoid firestorms

1. Contact your crisis team and agencies

2. Assess the crisis level 3. Agree the appropriate

response 4. Decide if you need to take

business action 5. Agree channels for

communication

6. Communicate consistently

7. Keep an appropriate tone of voice

8. Escalate serious issues 9. Monitor what’s being said

an on what channels 10. Review crisis handling and

results

Or visit www.bunkerbriefing.com

http://www.bunkerbriefing.com

@eModeration @Carrotcomms