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Crisis Management in the Age of Social Media
Sandra Fathi
President, Affect
Email: sfathi@affect.com
tweet: @sandrafathi
web: affect.com
blog: techaffect.com
Ragan Corporate Communicators Conference
June 11, 2014
#RaganCCC
PRESENTER BIO
SANDRA	
  FATHI	
  
•  Founder and president of Affect, a public relations and
social media firm specializing in technology, healthcare
and professional services
o  Tri-State District Chair, PRSA
o  Past President, PRSA-NY Chapter
o  Past President, PRSA Technology Section
 sfathi@affect.com	
  	
  
@sandrafathi	
  
CRISIS COMMUNICATIONS
CORE	
  CONCEPTS	
  
4 Phases of Crisis Communications
•  Readiness
•  Response
•  Reassurance
•  Recovery
CRISIS COMMUNICATIONS
RECOGNIZING	
  CRISES	
  
Internal
•  Employees
•  Facilities
•  Vendors/Suppliers
•  Distributors/Resellers
•  Product
External
•  Acts of Nature
•  Market
•  Legal Restrictions/Law
•  Customers
•  Advocacy Groups
Anticipating & Understanding Threats to a Business
People, Products, Facilities, Environment
CRISIS COMMUNICATIONS
CRISIS	
  SCENARIOS	
  
1.  Senior manager accused of inappropriate conduct
including lewd photos with employee – Now on
Instagram
2.  Employee arrested for hit and run accident – Now
Appearing in Google Search
3.  Employee abusing drugs – Now Posted on his
Facebook Profile
4.  Customer credit card details leaked – Now On Twitter
5.  Employee posts rant on company and exposes
confidential information – Now on YouTube
6.  Company accused of making children’s toys with
poisonous lead paint – Now on a Mommy Blog
CRISIS COMMUNICATIONS
READINESS	
  
Anticipating a Crisis
1.  Crisis Mapping (SWOT Analysis)
2.  Policies and Procedures (Prevention)
3.  Crisis Monitoring
4.  Crisis Communications Plan
5.  Crisis Action Plan
6.  Crisis Standard Communications Template
CRISIS COMMUNICATIONS
RESPONSE	
  TIMES	
  
How long before the $@!& hits the fan?
CRISIS COMMUNICATIONS
EXAMPLE:	
  GENERAL	
  MOTORS	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  GENERAL	
  MOTORS	
  
1. Develop materials:
•  Messages/FAQ
•  Prepared statements
•  Press release template
•  Customer letters
2.  Train employees
•  Awareness
•  Anticipation
•  Organizational Preparation
3. Prepare channels:
•  Hotline
•  Dark site
•  Social Media
CRISIS COMMUNICATIONS
RESPONSE:	
  CRISIS	
  TOOLKIT	
  
CRISIS COMMUNICATIONS
RESPONSE	
  
Preparing a Response
1.  Don’t delay
2.  Acknowledge situation
3.  Acknowledge impact and ‘victims’
4.  Commit to investigate
5.  Commit to sharing information and cooperation with relevant parties
6.  Share corrective action plan if available
7.  Respond in the format in which the crisis was received**
CRISIS COMMUNICATIONS
EXAMPLE:	
  MOZILLA	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  GATORADE	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  US	
  Airways	
  
	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  US	
  Airways	
  
	
  
CRISIS COMMUNICATIONS
REASSURANCE	
  
Who to Reassure? How to Reassure?
1.  Develop full response plan
2.  Put plan into action: Immediate remedy
3.  Communicate results of plan and impact
4.  Reaffirm commitment to correction
5.  Demonstrate results of program
CRISIS COMMUNICATIONS
RECOVERY	
  
Preparing a Long-term Recovery Plan
1.  Review need for operational, regulatory, environmental and employee
changes
2.  Develop long-term plan including policies and prevention tactics
3.  Reassess crisis plan
4.  Regain customer/public trust
CRISIS COMMUNICATIONS
EXAMPLE:	
  TACO	
  BELL	
  
“We have strict food handling
procedures and zero tolerance for
any violations. We believe this is a
prank and the food was not served
to customers. We are conducting an
investigation and will be taking swift
action against those	
  involved.”	
  
Employees Gone Wild!
CRISIS COMMUNICATIONS
EXAMPLE:	
  TACO	
  BELL	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  TACO	
  BELL	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  TACO	
  BELL	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  NUTELLA	
  
From Brand Fan to Hater in 60 Seconds
CRISIS COMMUNICATIONS
EXAMPLE:	
  NUTELLA	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  NUTELLA	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  PAULA	
  DEEN	
  
"Food Network will not renew Paula Deen's contract when it expires at the end of this
month.”
Executive Blunders: Open Mouth, Insert Foot
CRISIS COMMUNICATIONS
EXAMPLE:	
  PAULA	
  DEEN	
  
VS.LOVE HATE
CRISIS COMMUNICATIONS
EXAMPLE:	
  PAULA	
  DEEN	
  
“After spending all day soul searching and trying to
figure out how to deal with what I did, I recorded a
video trying to do the right thing. In the end, I felt
that I needed to just be myself, say I am sorry and
beg for forgiveness.
What I said was wrong and hurtful. I know that
and will do everything that I can do make it right. I am
not about hate, and I will devote myself to showing
my family, friends and fans how to live a life helping
others, lifting us all up, and spreading love.”
3,782,839 views
CRISIS COMMUNICATIONS
EXAMPLE:	
  ConEd	
  &	
  MTA	
  
CRISIS COMMUNICATIONS
Hurricane Sandy Social Media Facts: Con Edison
•  6,500 Twitter Followers to 23,000 within 2 Weeks
•  25 videos posted on pre-Sandy preparation
•  100,000+ views and multiple broadcast airings of videos
•  2500 Press Release RTs
•  140,000 Flickr restoration image views
EXAMPLE:	
  ConEd	
  &	
  MTA	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  ConEd	
  &	
  MTA	
  
CRISIS COMMUNICATIONS
Hurricane Sandy Social Media Facts: MTA
•  Empower street crews
•  Empower consumers
•  Update MTA.info, YouTube, Flickr, Twitter, FaceBook
•  Utilize Urban Digital Panels
•  Email/Text Alerts
MTA’s 4 Categories of Media Shared:
•  Before: Preparation
•  During: Storm Hits
•  Aftermath 1: Damage
•  Aftermath 2: Restoration
EXAMPLE:	
  ConEd	
  &	
  MTA	
  
CRISIS COMMUNICATIONS
EXAMPLE:	
  ConEd	
  &	
  MTA	
  
CRISIS COMMUNICATIONS
10	
  THINGS	
  TO	
  KNOW	
  	
  
1.  Implement Policies to Address Potential
Vulnerabilities
2.  Use Social Media as a Tool for Crisis Monitoring
3.  Understand the Response-ability of Social Media
4.  Establish a Framework for Response
5.  Build a Social Media Crisis Toolkit
6.  Know Where to Respond
7.  Prepare Your Employees in Advance
8.  Establish the Proper Tone
9.  Kill the Automation Switch
10.  Be Honest, Be Transparent
CRISIS COMMUNICATIONS
10	
  THINGS	
  TO	
  KNOW	
  	
  
CRISIS COMMUNICATIONS
RESOURCES	
  
White Paper:
Crisis Communications in the Social Media Age
Download at: Affect.com
Crisis Management in the Age of Social Media
Sandra Fathi
President, Affect
Email: sfathi@affect.com
tweet: @sandrafathi
web: affect.com
blog: techaffect.com
Slides Available: Slideshare.net/sfathi
#RaganCCC

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Crisis Communications in the Age of Social Media

  • 1. Crisis Management in the Age of Social Media Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Ragan Corporate Communicators Conference June 11, 2014 #RaganCCC
  • 2. PRESENTER BIO SANDRA  FATHI   •  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o  Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section  sfathi@affect.com     @sandrafathi  
  • 3. CRISIS COMMUNICATIONS CORE  CONCEPTS   4 Phases of Crisis Communications •  Readiness •  Response •  Reassurance •  Recovery
  • 4. CRISIS COMMUNICATIONS RECOGNIZING  CRISES   Internal •  Employees •  Facilities •  Vendors/Suppliers •  Distributors/Resellers •  Product External •  Acts of Nature •  Market •  Legal Restrictions/Law •  Customers •  Advocacy Groups Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment
  • 5. CRISIS COMMUNICATIONS CRISIS  SCENARIOS   1.  Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2.  Employee arrested for hit and run accident – Now Appearing in Google Search 3.  Employee abusing drugs – Now Posted on his Facebook Profile 4.  Customer credit card details leaked – Now On Twitter 5.  Employee posts rant on company and exposes confidential information – Now on YouTube 6.  Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
  • 6. CRISIS COMMUNICATIONS READINESS   Anticipating a Crisis 1.  Crisis Mapping (SWOT Analysis) 2.  Policies and Procedures (Prevention) 3.  Crisis Monitoring 4.  Crisis Communications Plan 5.  Crisis Action Plan 6.  Crisis Standard Communications Template
  • 7. CRISIS COMMUNICATIONS RESPONSE  TIMES   How long before the $@!& hits the fan?
  • 10. 1. Develop materials: •  Messages/FAQ •  Prepared statements •  Press release template •  Customer letters 2.  Train employees •  Awareness •  Anticipation •  Organizational Preparation 3. Prepare channels: •  Hotline •  Dark site •  Social Media CRISIS COMMUNICATIONS RESPONSE:  CRISIS  TOOLKIT  
  • 11. CRISIS COMMUNICATIONS RESPONSE   Preparing a Response 1.  Don’t delay 2.  Acknowledge situation 3.  Acknowledge impact and ‘victims’ 4.  Commit to investigate 5.  Commit to sharing information and cooperation with relevant parties 6.  Share corrective action plan if available 7.  Respond in the format in which the crisis was received**
  • 16. CRISIS COMMUNICATIONS REASSURANCE   Who to Reassure? How to Reassure? 1.  Develop full response plan 2.  Put plan into action: Immediate remedy 3.  Communicate results of plan and impact 4.  Reaffirm commitment to correction 5.  Demonstrate results of program
  • 17. CRISIS COMMUNICATIONS RECOVERY   Preparing a Long-term Recovery Plan 1.  Review need for operational, regulatory, environmental and employee changes 2.  Develop long-term plan including policies and prevention tactics 3.  Reassess crisis plan 4.  Regain customer/public trust
  • 18. CRISIS COMMUNICATIONS EXAMPLE:  TACO  BELL   “We have strict food handling procedures and zero tolerance for any violations. We believe this is a prank and the food was not served to customers. We are conducting an investigation and will be taking swift action against those  involved.”   Employees Gone Wild!
  • 22. CRISIS COMMUNICATIONS EXAMPLE:  NUTELLA   From Brand Fan to Hater in 60 Seconds
  • 25. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   "Food Network will not renew Paula Deen's contract when it expires at the end of this month.” Executive Blunders: Open Mouth, Insert Foot
  • 26. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   VS.LOVE HATE
  • 27. CRISIS COMMUNICATIONS EXAMPLE:  PAULA  DEEN   “After spending all day soul searching and trying to figure out how to deal with what I did, I recorded a video trying to do the right thing. In the end, I felt that I needed to just be myself, say I am sorry and beg for forgiveness. What I said was wrong and hurtful. I know that and will do everything that I can do make it right. I am not about hate, and I will devote myself to showing my family, friends and fans how to live a life helping others, lifting us all up, and spreading love.” 3,782,839 views
  • 29. CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: Con Edison •  6,500 Twitter Followers to 23,000 within 2 Weeks •  25 videos posted on pre-Sandy preparation •  100,000+ views and multiple broadcast airings of videos •  2500 Press Release RTs •  140,000 Flickr restoration image views EXAMPLE:  ConEd  &  MTA  
  • 31. CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: MTA •  Empower street crews •  Empower consumers •  Update MTA.info, YouTube, Flickr, Twitter, FaceBook •  Utilize Urban Digital Panels •  Email/Text Alerts MTA’s 4 Categories of Media Shared: •  Before: Preparation •  During: Storm Hits •  Aftermath 1: Damage •  Aftermath 2: Restoration EXAMPLE:  ConEd  &  MTA  
  • 33. CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW     1.  Implement Policies to Address Potential Vulnerabilities 2.  Use Social Media as a Tool for Crisis Monitoring 3.  Understand the Response-ability of Social Media 4.  Establish a Framework for Response 5.  Build a Social Media Crisis Toolkit
  • 34. 6.  Know Where to Respond 7.  Prepare Your Employees in Advance 8.  Establish the Proper Tone 9.  Kill the Automation Switch 10.  Be Honest, Be Transparent CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW    
  • 35. CRISIS COMMUNICATIONS RESOURCES   White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
  • 36. Crisis Management in the Age of Social Media Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Slides Available: Slideshare.net/sfathi #RaganCCC