how to avoid, mitigate, and measure a crisis
TRANSCRIPT
Measurement HourApril 13, 2016Katie Delahaye PaineCEO, Paine Publishing
www.painepublishing.com | @queenofmetrics | [email protected]
How To Avoid, Mitigate, and Measure a Crisis
Rules for Crisis Measurement 3.0 Rule #1: Be prepared
Have a plan Listen
Rule #2: Get it over with The goal is minimize risk Respond in the media in which it
started Authenticity trumps certainty Translucency vs. transparency
Rule #3: Define your “Kick Butt Index” What are the expectations?
Rule #4: Learn from your mistakes
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SMART Objectives Outcomes/Behavior
Minimize % loss of customers (Retention)
Outtakes/Perceptions % change in reputation % change in
relationships/trust Outputs/Activities
Share of negatives How many people saw it? Did your point of view
(POV) or messages get out?
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Be prepared Listen everywhere
Social media, forums, local blogs Have a crisis plan and rehearse it regularly Make sure measurement is part of your crisis
plan Keep a pulse on your Trust Scores Have a benchmark so you know how bad it
really is
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Real-time metrics focus on outcomes
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When it happens (not if it happens) Types of crises
Self-inflicted Bad relationships Bad management Bad CEO
Accidental Weather-related Random acts of terror Governmental action Partner or others
mistake
Types of responses Abject Apology
Action/Change Follow up
Translucency Share as much
information as possible Don’t just dump data Don’t blame
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It’s the angle of the slope, not the volume of the noise
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Measuring the “success” of a crisis:Step 1: Define your goal.Use SMART Objectives, with an emphasis on reasonable. At the end of the day, what is the best possible outcome? Step 2: Define the parameters.Prioritize your stakeholders. How do your efforts connect with them to achieve the goal?Step 3: Define your metrics and benchmark.How will you know you’ve succeeded? Step 5: Fire up your measurement system.Step 6: Analyze your data.Learn from your mistakes (and triumphs).
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It’s only bad if you don’t learn… Benchmark
Industry crises Prior “bad times” Over time Whatever keeps your C-Suite awake at
night Measure your place in the market, not
just your messages Measure change in relationships, not just
perceptions
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Up next: Examples
Goal
Minimize media attention
Maintain customer trust
Communications’ Role
Media management and coordination;Spokesperson management;
Messaging; Social media response
Statement crafting;Leadership counseling;
Research manager
Know your goals
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Goal
Minimize media attention
Maintain customer trust
Communications’ Role
Media management and coordination;
Spokesperson management;
Messaging;Social media response
Statement crafting; Leadership counseling;
Research manager
Activity Metric
% of news items that contain key messages; % decline in volume of news coverage per day
%r
% of news items that contain key messages; % decline in volume ofnews coverage per day
%
Goals + activity metrics
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Goal
Minimize media attention
Maintain customer trust
Communications’ Role
Media management and coordination;
Spokesperson management;
Messaging; Social media response
Statement crafting; Leadership counseling;
Research manager
Outcome Metric
% share of negative coverage compared to
competition;% share of negative posts/comments
% ranking on trust, consideration, and preference survey;
Less than x% decline in customer renewals
Activity Metric
% of news items that contain key messages;
% decline in volume of news coverage
per day %r
% of news items that contain key messages;
% decline in volume of news coverage
per day %
Goals + activity metrics & outcome metrics
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Goal
Minimize media attention
Maintain customer trust
Communications’ Role
Media management and coordination;Spokesperson management;
Messaging; Social media response
Statement crafting; Leadership counseling;
Research manager
Outcome Metric Tools
% share of negative coverage compared
to competition;% share of negative posts/comments
Traditional media analysis
and social listening
% ranking on trust, consideration, and preference survey
Less than x% decline in customer renewals
Survey; Customer
Relationship Management (CRM) tool
Activity Metric
% of news items that contain key messages. % decline in volume of news coverage per day
%r
% of news items that contain key messages. % decline in volume of news coverage per day
%
Goals + actions + metrics + tools
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