Embed Size (px)
DESCRIPTION
Kade Dworkin's presentation provided at the Public Relations Society of America PR Day 2012 in Houston, Texas on October 31st. Main points of this talk about about how companies can assess and prepare for potential crisis issues as well as how to handle them once they happen.
Citation preview
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
KADE DWORKINChief Crisis Officer
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CEO DUI?
(cc) stevendamron
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
ACCIDENT IN MANUFACTURING
(cc) Augapfel
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
MARKETING GONE AWRY
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CURRENT CRISIS MANAGEMENT
THINKS SOCIAL MEDIA IS ALL ABOUT PEOPLE LAUNCHING ATTACKS AGAINST THEIR CLIENTS.
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
HOW SOCIAL MEDIA CRISIS DIFFERS•There are no bystanders
•No traditional media cycles
•Sound bites are now limited to even less time or content
•May know about a crisis before the media or even you do
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
WHY I LOVE CRISIS EVENTS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
PREVIOUS CLIENTS & EMPLOYERS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
DOCS EVERY COMPANY SHOULD HAVE
SOCIAL MEDIA POLICY
SOCIAL MEDIA EMERGENCY RESPONSE PLAN
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
WHY PREPARE FOR CRISIS•Defining the outer boundaries
•Legal Staffs have experience in worst case scenario dreaming
•Prevents all key decisions from being made in the moment
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
When something goes wrong inside a company that has the potential to affect business operations.
WHAT IS A CRISIS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
STAGES OF A CRISIS•Fact Finding•Unfolding Drama•Blame•Fallout/Reaction•Return to (new) normal
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
8 KEY NEWS HOOKS
•Impact•Timeliness•Currency•Proximity
•Novelty•Prominence•Human Interest•Conflict
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
Assume there are organized groups of people working against your interests.
POLITICAL MODEL FOR CRISES
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
TYPES OF CRISES
•Executive Issues•Non-Executive Employee Issues•Governmental Issues•Service Failure•Product Failure
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
TYPES OF CRISES
•Marketing Missteps•Compromised Facility•Compromised Data•Company Decisions•Other
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CRISIS COMMUNICATION
3 STORY TYPES:•COMPANY•LEGAL•PERSONAL
*Helpful to release content on a regular schedule.
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CHOOSING WHICH TO PREPARE FOR
•Check company history for past crisis events•Check direct competitors for their crises•If possible, rule out potentials that are unlikely in your industry
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
Checklists are easily verifiable, predictable and repeatable by using unambiguous tasks
PREPARING FOR A CRISIS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
SM CRISIS RESPONSE PLAN•Spark events•Tactical decision team + Legal member for final approvals•Spokespeople•Checklist of action to be immediately taken•Prepared content (if appropriate)
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
SENTIMENT OF RESPONSES
•Apologize / Fault Admittance•Sympathetic / Empathetic•Factual Disclosure•Tenacity•Direct Confrontation
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
SELECTING SPOKESPEOPLE
•Trustworthiness in the community•Perceived expertise•Perceived ability to have real change implemented
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
People want to see that you are working toward resolving the problem and restoring things to how they previously were.
KEYS IN A CRISIS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
Disclosing facts is key in the early stages of a crisis.
KEYS IN A CRISIS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
Consistent communication at regular intervals on social is ideal.
KEYS IN A CRISIS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
“Preaching to the choir” is necessary and desired in a social media crisis.
KEYS IN A CRISIS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
WORKING FROM BEHIND
•Acknowledge•Set a schedule•Follow through
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CAP’N CRUNCH RUMOR
http://www.craveonline.com/lifestyle/articles/162561-wtf-capn-crunch-to-be-discontinued
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CAP’N CRUNCH RUMOR
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CAP’N CRUNCH RUMOR
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
GODADDY DDoS ATTACK ON DNS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
FIRST ACKNOWLEDGEMENT
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
SPINNING TO RESEARCH
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
FRUSTRATED CUSTOMERS
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
RESOLVED?
230 @ replies
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CRISIS AT KUSA IN DENVER
FEBRUARY 8TH, 2012
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
MAX BITES KYLE DYER ON AIR
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
INITIAL REACTION
113 Likes498 Comments 38 Shares
7:02 AM
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
INITIAL REACTION
COMMENTS CONTAINED:•Concerns for Kyle•Concerns for Max, the dog, and Michael, Max’s owner•Questions on what was going to happen next•Blame for Kyle, Max and Michael•Prejudice against Pitbulls •Demands that KUSA pay Denver’s automatic dog bite
fine
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
COMPANY STORY
1:11PMShort letter written by VP
354 Likes233 Comments 26 Shares
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
LEGAL OBLIGATIONS
2:12PM
194 Likes254 Comments 19 Shares
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
PERSONAL STORYAdditional posts on an hourly basis regarding the facts of the situation
5:11PMPersonal note from Kyle’s co-anchor of 15 years
984 Likes499 Comments 36 Shares
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
RESOLUTION
FEB 9, 201212:31PM
257 Likes197 Comments 25 Shares
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
AFTERMATH
FEBRUARY 10-12TH, KUSA did not receive a single additional post or comment about the crisis on their page.
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
AFTERMATH“We appreciate your efforts today to help us manage our difficult story. Managing a reputation is not easy but having your expertise at Gannett Local certainly made the process better. Your insights, thoughts and suggestions were most helpful and I wanted you to know just how much we appreciated your time and teamwork in helping us. Thank you.
Best regards,
Mark A. CornettaPresident & General ManagerKUSA-TV/KTVD-TV”
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
CONTACT INFO + URL
http://redalertsocialmedia.com/prsa Download the deck, watch the video + sign up to receive the 10 crisis categories in depth
Kade [email protected] x 701
@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA
Questions and Answers
