red alert - navigating a crisis in a social media landscape

red alert: navigating a crisis in a SM landscape

February 12, 2010 LEWIS PR

introductions

2 | February 12, 2010

Lucy Allen SVP

@lucya

Morgan McLintic EVP

@morganm

contents

introduction what is a crisis today? types of crisis how to prepare how to respond what to say

3 | February 12, 2010

about LEWIS PR

•  global communications firm

•  36 offices worldwide – 8 in US

•  technology, healthcare, financial services, non-profit sectors

•  public relations, analyst relations, social media, content creation, influencer programs, integrated communications

•  won lots of awards ;)

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which of these is a crisis? •  chemical factory explosion

•  company layoffs

•  CFO accused of financial impropriety

•  patent infringement suit

•  missed product launch deadline

•  disgruntled employee makes internal accusations

•  dissatisfied customer complains via Twitter

•  blogger interview gone awry

•  negative comment on Facebook Page

5 | February 12, 2010

6 | February 12, 2010

how does social media affect a crisis?

•  frequency >> set expectations

•  speed >> monitoring

•  reach >> global

•  visibility >> transparency

•  permanence >> SEO

•  measurability >> evaluate

•  dialog >> process

•  duration >> short, phew!

in a bad way in a good way

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informational internal

types of crisis

informational external

event-based internal

event-based external

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informational internal

types of crisis

informational external

event-based internal

event-based external

INVESTIGATE PREPARE

EVALUATE ACT

how can you prepare?

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•  agree what is a crisis

•  map potential crises impact vs likelihood (be honest)

•  scenario plan – message, response team, mechanism

•  open channels now

•  create relationships now

•  train spokespeople

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informational internal

INVESTIGATE

types of crisis

informational external

EVALUATE

event-based internal

PREPARE

event-based external

ACT

11

how

can

you

eva

luat

e?

12 | February 12, 2010

informational internal

INVESTIGATE

types of crisis

informational external

EVALUATE

event-based internal

PREPARE

event-based external

ACT

how should you respond?

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•  timeliness

•  transparency

•  tone

•  focus on facts

•  prioritize

•  offset

•  channel / format

•  who – you? community?

what should you say?

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•  clarify and substantiate

•  admit fault if due

•  commit to actions

•  offer solutions

•  be human

•  keep it short

•  belittle the problem

•  amplify the problem

•  inject emotion

•  make promises

•  speculate / accuse

DO DON’T

summary

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•  learn to live with crises

•  monitor online & offline

•  scenario plan – what, who, how etc

•  prepare the ground – channels, relationships

•  keep perspective

thank you

www.lewispr.com 16 | February 12, 2010