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B r a n d s U n d e r F i r e i n E d u c a t i o n :C r i s i s M a n a g e m e n t i n t h e D i g i t a l A g eAugust 2019
“By the time you hear the thunder, it’s too
late to build the ark.”
—Unknown
BELOVED BRANDS ARE JUST AS SUSCEPTIBLE TO A PUBLIC RELATIONS CRISIS. IN FACT, THEY ARE HELD TO A HIGHER STANDARD.
WE’RE OPERATING IN A RADICALLY CHANGED WORLD
“TWITTER IS THE NEW ASSOCIATED PRESS.” Dave Samson, GM Public Affairs, Chevron
CITIZEN JOURNALISTS
LOCAL STORIES CAN BECOME GLOBAL STORIES
SPEED FAVORED OVER ACCURACY
NANOSECONDNEWS CYCLE
VOCAL & DISRUPTIVEMINORITY
Misinformation
Speculation
Innuendo
AN INFORMATION VACUUMWILL FORM & BE FILLED
6 STAGES OF A CRISIS
SURPRISE INTENSE SCRUTINYFROM THE OUTSIDE
ESCALATING FLOWOF EVENTS
SIEGE MENTALITY
BUNKER DOWNINSUFFICIENT INFORMATION
5 KEY PRINCIPLES OF EFFECTIVE CRISIS MANAGEMENT
AUTHENTICITY TRANSPARENCY SPEED AGILITY CREATIVITY
CULTURE EXECUTION
ELEMENTS OF A COMPELLING STORYTHE PLOT, CHARACTERS AND MORAL
Victim HeroVillain
Conflict
Controversy
Change
Crisis
Moral
WHAT’S YOUR “RED ADAIR MOMENT?”
VS.
“IN ANY MOMENT OF DECISION, THE BEST THING YOU CAN DO IS THE RIGHT THING, THE NEXT BEST THING IS THE WRONG THING, AND THE WORST THING YOU CAN DO IS NOTHING.”
PRESIDENT THEODORE ROOSEVELT
ACCEPTANCE > APOLOGY > AMENDS > AVOIDANCE > ACTION
CRISIS CLOSURE & BRAND REPAIR
HOW WILL YOUR BRAND PERFORMUNDER FIRE?A CRISIS READINESS CHECKLIST:
Clear Cultural Alignment
1Active Digital Listening
2Robust Vulnerability Assessment
3
Issues Heat Map
4Digital-ready Content
5Crisis Simulation
6
B r a n d s U n d e r F i r e i n E d u c a t i o n :C r i s i s M a n a g e m e n t i n t h e D i g i t a l A g eAugust 2019