marketing 2.0: crisis communications in the social media era
DESCRIPTION
Organizational leaders and communicators face a daunting challenge in the face of a reputational crisis today. While none of the age-old fundamentals of communication have changed, the introduction of social channels to the mix has irrevocably changed the rules. In this session, online communication authority Shel Holtz will explain the impact of digital and social media on crisis communication, and help you learn how to...* Accommodate the new definition of "news"* Understand the role of the community manager during a crisis* Make the case for a corporate blog as a vehicle for instant response* Convince the Legal team that transparency will produce the best result* Develop asseets others can use to support your efforts* Apply the tried-and-true crisis principles to modern crisis situations Shel Holtz is principal of Holtz Communication + Technology, consulting with organizations on the use of online technology to support strategic communciation objectives. The author of six communications-themed books, Shel is a regular speaker at conferences and workshops. He blogs at http://blog.holtz.com and co-hosts the first and longest-running communications-focused podcast, "For Immediate Release," at http://www.forimmediaterelease.biz. Shel is a founding Fellow of the Society for New Communication Research and is a Fellow of the International Association of Business Communicators. Sponsored by Human 1.0TRANSCRIPT
Crisis Communicationsin the Social Media World
Shel Holtz, ABC
Baseline: What is a PR crisis?
An unanticipated event or disclosurethat threatens your organization’s/client’sreputation
The conundrum
Nothing’s changed Crisis principles remain unaffected
Everything’s changed Solution:
Apply crisis basics to Web 2.0 crises
Crisis basics
The public is risk-averse The public attaches little credibility to
business advocates Media’s role is based on conflict Advocacy groups will exploit your crisis to
their own ends Emotion, not logic, is at issue
If you engage in debate, you’ll be seen as defensive
Crises are characterized by symbols
Exxon Valdez
Enron
Ford Explorer/Firestone Tires
FEMA/Katrina
Key crisis goals Survive the crisis Present/maintain positive image Maintain constituent support Monitor / listen (a given)
Address misperceptions and misinformation Eliminate or alter the symbols
Tylenol (at first)
Tylenol (long-term)
Let’s talk for a minute about your
Evidence: Oxford study
Share values of companies responding well: Initial 4% drop Rebound Finish year 7% above pre-crisis close
Share values of companies responding poorly: Initial 10% drop Prices remain down Finish year 15% below pre-crisis close
ThatThat’’s a 22% difference!s a 22% difference!
Evidence:Stanford Graduate School of Business
Organizations taking responsibility outperformed those that placed blame elsewhere by 14-19%
Strategies
Respond quickly, accurately, professionally, with care
Be transparent and accessible Treat perceptions as fact Acknowledge mistakes Tailor messages to address the “angry”
party Note other side’s concerns Make no public confrontations Emphasize existing relationships
The reality of crises today
Erupt with unprecedented speed An insatiable thirst for news Anyone can break news Porous boundaries between social &
mainstream media
How fast does news break?
What is news?
Not just major announcements or milestones Instead: Frequent, regular updates
We’re in meetings discussing it New information is emerging
These updates will drive the 140-character news cycle Without them, other content will
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Mainstream MediaMainstream Media
Why use social media in a crisis?
It’s where people increasingly go for information Online social interaction centers around the
"emergency period" of an event – University of Colorado at Boulder
Instant updating Human voice
Accommodates public’s emotional response Produce a record Two-way communication is more credible
Why a blog is a prerequisite
Media follow them Your critical publics read them Serves as “hub” in a hub-and-spoke model
Publish once, distribute to multiple properties
138 total tweets138 total tweetsto 32,000-plusto 32,000-plus
A Case Study
Scott & White (Temple, TX) Primary intake for Ft. Hood shooting victims Blood donation efforts Phones jammed with inquiries from…
Media Families Community
Release assets into the wild
Core facts Photos on Flickr Videos on YouTube Documents on Scribd Presentations on SlideShare
Leverage your existing relationships
Acknowledge mistakes
Don’t: Filter the Negative
The 100% illusion
of our publics are happy with us of the time
Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons
Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0
Questions?
Shel Holtz, ABC
Phone: 415.367.3820Email: [email protected]: www.holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizLifestream: www.shelholtz.comSkype: shelholtzTwitter: @shelholtz2nd Life: Shel WitteFriendfeed: shelholtz