crisis communications and social...
TRANSCRIPT
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Crisis Communications and Social Media!
Donald Steel FRSA MCIPR National Housing Federation 11 March 2014
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About me
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[ DONALD STEEL PR ]
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Reputation management
Trust
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The Bottom Line.…
“Companies judged to have responded ‘inadequately’ to major emergencies lost an average of 15% of their net stock value in the following months”
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“Those which managed an ‘effective’ response gained an average 5% in net stock value over the same period of time” !Knight/Pretty: “The Impact of Catastrophes on Shareholder Value”. Oxford Executive Research Briefing, 2000
up 5%
Stock
Time
Crisis Event
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The power of communications
“Public Relations are a key component of any operation in this day of instant communications and highly inquisitive citizens.”
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The power of communications
Alvin Adams, 1804 - 1877 Founder, American Express
“Public Relations are a key component of any operation in this day of instant communications and highly inquisitive citizens.”
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Reputation management
Reputation= Experience minus Expectation
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Crisis communications is changing
Social media is driving public expectation of speed
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Crisis communications is changing
Hand held technology is driving changes in citizen behaviour
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The power of communications
DEFINE….. or be defined
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Crisis Communications - 3 Cs
Care!Compassion!Control
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Characteristics of a crisis
Without warning (usually)!
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Confusion!Shock!Overwhelming media interest!
Social media!High public expectations
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Case study - social media
An Emergency for !Asiana Airlines in !San Francisco!6 July 2013!
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Citizen journalists?Crash at 11.27am!!First tweet from witness at 11.28am!!Asiana first tweets at 12.39!!
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Citizen reporters?
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Citizen witnesses
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Citizen witnesses
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Social media replaces websites
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Asiana response
First tweet from Asiana posted after 62 minutes
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Asiana response
“The fact that Asiana Airlines has not yet made a statement on Twitter or
Facebook…is unacceptable”
“It suggests they don’t know what to say, or don’t want to say it…”
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Social media in a crisis - recommended targets
• Initial response on social media - 15 minutes
• Initial statement to media - 30 minutes
• Fuller statement to media/interview - 60 minutes
• Press conference - 90-120 minutes
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Citizen behaviour is changing
Citizens are no long passive bystanders in a crisis. They have become active players and, in some cases, show characteristics of leadership.
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Case study - the dangers of social media for your organisation
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Boston bombing - when is an apology not an apology?
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Boston Bombing
6.19PM 16 APRIL 2013
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Hurricane Sandy
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Hurricane Sandy
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Hurricane Sandy
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Social media in an emergency
Disasters and incidents involving the loss of life or injury are not promotional opportunities
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Leadership on Social Media
Communicate within 15 minutes
Be accurate and useful
Plan, prepare and practice
Quash speculation, but don’t respond to everything
Offer facts and sympathy, not opinion
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Today - conclusions
• Public expectation in a crisis are changing because their ability to be involved is changing
• Saying the right thing is no longer enough - it has to be said quickly
• The role of continuous news channels continues to decline
• Highly trusted brands can survive incidences of bad behaviour or poor performance
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Thank you
@LondonDonald
www.linkedin.com/in/donaldsteel
Kenyon’s Social Media & Web Presence Handbook
Prepared by: The Kenyon Creative Team
September 2013
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