crush crises before they spread
TRANSCRIPT
Peter LaMotteSenior Vice President – Chief of Digital Engagement
Being prepared for your future CRISIS
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WE ONCE CONTROLLED THE MESSAGE
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YOU’RE NO LONGER IN CONTROL
WE FOCUS
ON THIS PLAN @peterlamotte
AND NOT THESE PLANS
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AND NOT BUILDING THESE PLANS
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INTERNAL
Environmental / AccidentsLawsuits
Stock PerformanceMerger Acquisition
Management ChangeWhistleblowers – Wrongdoing
RecallEmployee IssuesLabor Disputes
EXTERNAL
Natural DisastersTerrorist – Criminal Threat
Activist Hostile Takeover
Consumer ComplaintsCompetitor Threat
and more…
SOURCES of CRISES
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THREATS ARE BOTH EXTERNAL
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AND INTERNAL
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WE BUILD OUR BRANDS
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WHILE OTHERS CAN DESTROY IT
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The 1st False ASSUMPTION
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AUDIENCES ARE NOW MORE
VOCAL
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WE PANIC DURING THE CRISIS
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AND THINK SMART @peterlamotte
THE MERGER OF PR & MARKETING
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BUILD DURING PEACETIME
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ONE ON ONE
RELATIONSHIPS
USE ALL OF THE TOOLS AT YOUR DISPOSAL TO CONNECT WITH YOUR AUDIENCE
CHOOSE YOUR OWN ADVENTURE
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ADAPT THE CHANGING ENVIRONMENT
DIGITAL CRISIS PLAN CHEAT SHEAT
Identify Influencers
Identify Stakeholders
Asses & Identify Potential Risks
Build Social Guidelines
Test Execute Review
Always Be Monitoring
Create Messaging Platforms (Dark Sites)
Integrate into Overall Corporate Crisis Plan
1 2 3 4
5 6 7 8 @peterlamotte
IDENTIFYING INFLUENCERS
IDENTIFYING STAKEHOLDERS
SELECTING MONITORING TOOLS
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CREATE YOUR PLATFORMS
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WHO WHAT WHEN WHY
WHERE
CREATE YOUR SOCIAL GUIDELINES
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INTEGRATE INTO CORPORATE CRISIS PLAN
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TEST, EXECUTE, TRAIN @peterlamotte
1. Be Prepared Build a Plan
2. Know your Strategy
3. Apologize Sincerely
4. Correct Media Mistakes
5. Demonstrate Commitment
6. Review Messages and Images
SOCIAL MEDIA MESSAGING
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CASE STUDIES
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CASE STUDIES
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THE RULES of the ROAD
BEFORE YOU CAN BUILD A CRISIS TEAM YOU FIRST NEED TO CONDUCT A RISK ASSESMENT
RULE #1
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Catastrophic Critical Marginal Negligible
Frequent High High Serious Medium
Probable High High Serious Medium
Occasional High Serious Medium Low
Remote Serious Medium Medium Low
Improbable Medium Medium Medium Low
IS IT REALLY A CRISIS
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COMMUNICATIONS SHOULD NEVER “OWN” THE CRISIS MANAGEMENT TEAM
RULE #2
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WHAT EXACTLY IS THE ROLE OF PR HERE
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LEGAL* HR
OPERATIONS MARKETING LOGISITCS
EH&S* SECURITY*
COMMUNICATIONS
WHO SHOULD BE ON A CRISIS TEAM
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EXECUTIVE TEAM SETS STRATEGY
CRISIS TEAM REPORTS RESULTS
CONSTANT COMMUNICATIONS
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DON’T WAIT FOR A CRISIS TO CONVENE THE CRISIS TEAM
RULE #3
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CRISIS TEAM’S RULES
1. REVIEW PLAN 2. UPDATE PLAN 3. INTRODUCE NEW TEAM MEMBERS & NEW FUNCTIONS 4. IDENTIFY NEW THREATS (ONGOING RISK ASSESTMENT)
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REASSESS AND REEVALUATE AT EVERY OPPORTUNITY
RULE #4
One on One
RELATIONSHIPS CONNECTING WITH WIDER
AUDIENCES
Q&A
