social media for crisis communications
DESCRIPTION
Presentation to PR conference in Kuala Lumpur on how social media can be used to communicate during a crisis, focusing on how to prepare and respond.TRANSCRIPT
SOCIAL MEDIA FOR CRISIS COMMUNICATIONS
KUALA LUMPUR | November 20, 2014
CPC&
Charlie Pownall | CPC & Associates
1. Changing crisis landscape
2. Responding to a crisis
3. Preparing for a crisis
Agenda
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 2
• Product quality
• Workplace injury
• Labour dispute
• Closure
• Environmental abuse
• Discrimination
• Leadership ethics
• Litigation
• Supply chain mgmt
• etc
INTE
RN
AL
EXTE
RN
AL
• Nationalism
• Natural disaster
• NGO activism
• Competitor assault
• Hostile takeover
• Customer complaint
• Whistleblower
• etc
Traditional crisis triggers
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 3
STRATEGIC
SOCIETAL
TECHNOLOGICAL
OPERATIONAL
BEHAVIOURAL
LEGAL
FINANCIAL
New crisis triggers
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 4
The role of social mediaRole of social media
IGNITE AMPLIFY DEEPEN SUSTAIN
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 5
Social deepens reputation damage
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 6
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 7
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 8
• Can strike from anywhere
• Harder to manage
• Shorter & sharper
• Travel faster & further
• Stay longer
Crisis challenges
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 9
Harder to manage
Source: Burson-Marsteller, 2013
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 10
More rumours & misinformation
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 11
Need for dialogue
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 12
• Consumer goods & services
• Energy & natural resources
• Professional/local services
• Financial services
• Internet & e-commerce
• Government
• High profile individuals
Who’s most at risk?
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 13
1. Changing crisis landscape
2. Responding to a crisis
3. Preparing for a crisis
Agenda
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 14
• Recognise the issue
• Acknowledge the urgency of the situation
• Demonstrate it is being taken seriously
• Express empathy for those affected
Move fast – Holding statement
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 15
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 16
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 17
Establish the right tone
CONCERN COMMITMENT
CONTROL CONFIDENCE COMPETENCE
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 18
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 19
1. Move fastRebut rumours & misinformation
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 20
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 21
1. Move fastTell your story convincingly
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 22
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 23
Apologise on Twitter
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 24
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 25
1. Changing crisis landscape
2. Responding to a crisis
3. Preparing for a crisis
Agenda
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 26
4. Develop plan & protocols
• Crisis & issues definitions
• Goals & measurement
• Online stakeholders & influencers
• Policies & protocols
• Content, channels & tools
• Team & R&Rs
• Contacts
Social media crisis communications plan
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 27
STRATEGIC
SOCIETAL
TECHNOLOGICAL
OPERATIONAL
BEHAVIOURAL
LEGAL
FINANCIAL
Identify vulnerabilities
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 28
2. Listen to audiencesIdentify online threats
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 29
Assess impact
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 30
MODERATEHigh likelihood,
low impact
SEVEREHigh likelihood,
high impact
LOWLow likelihood,
low impact
HIGHLow likelihood,
high impact
-LI
KEL
IHO
OD
+
- IMPACT +
Prioritise actions
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 31
2. Listen to audiences
Critical • Extensive breach of customer data• Kidnapping of an employee• Major damage to a firm’s physical assets during an earthquake or terrorist
operation
Severe • Allegations of corruption amongst a firm’s senior leadership• External leak about serious and unexplained injuries to employees at work• Threat of legal action by a major investor over the accuracy of a firm’s
financial statements
Significant • Escalating allegations of use of child labor amongst a company’s suppliers• Community protests about local environmental damage• Campaign by a global NGO to boycott a company’s products
Moderate • An escalating online rumor about a controversial product ingredient • A public complaint about a faulty product by a celebrity customer• A backlash to an unexpected price increase or brand marketing campaign
Low • Known though uncontroversial concerns about a product circulating online• Negative online feedback to a media article on employee compensation• A one-off complaint on Facebook by a customer about poor quality
product packaging
Crisis/issue categories
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 32
2. Listen to audiencesPolicies & protocols
• Messaging
• First response
• Ongoing external communications
• Employee communications
• Online influencers
• Online conversations
• Local considerations
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 33
MODERATE SEVERE CRITICAL
• An escalating online rumor about a controversial product ingredient
• A public complaint about a faulty product by a celebrity customer
• A backlash to an unexpected price increase or brand marketing campaign
• Allegations of corruption amongst a firm’s senior leadership
• External leak about serious and unexplained injuries to employees at work
• Threat of legal action by a major investor over the accuracy of a firm’s financial statements
• Extensive breach of customer data
• Kidnapping of an employee
• Major damage to a firm’s physical assets during an earthquake or terrorist operation
• Platform manager, Listeningsquad, Comms
• 24 hours
• Listening squad, Comms, Public Affairs
• 12 hours
• Comms, Public Affairs, Crisis team
• 3 hours
Escalation & turnaround
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 34
2. Listen to audiences
• Develop & evaluate social media programs
• Listen to analyse online discussions
• Manage online discussions
• Develop & distribute content
• Create & manage online advertising
Social media crisis team: Skills
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 35
7 steps to crisis readiness
• Create & train team
• Prepare content & channels
• Build relationships
Beyond the plan
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 36
QUESTIONS?
COMMENTS?
CPC&
CPC&
© 2015 CPC & Associates Ltd. All rights reserved charliepownall.com
THANK YOU.
@cpownall+44 20 3856 [email protected]