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Presentation Crisis Communications

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Janet Thaeler
Janet Thaeler

This is a presentation I gave at the University of Utah's law school to a class about crisis communications. This is for 2011. The next one is coming soon.

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Crisis Communications in a Digital Age by Janet Thaeler @Newspapergrl
Social Media can Start Revolutions!
Say Goodbye to the 24-Hour News Cycle
Say Hello to the 30 Second News Cycle
Impact of Bloggers Often give analysis and insight to news. Break stories that mainstream media then report on. Opinionated Form strong loyalties and networks that can rival mainstream outlets.
Example: Cooks Source Magazine
Bloggers Shut Down Magazine In less than 24 hours, a list of the magazine's advertisers was generated and the advertisers contacted, with secondary campaigns begun to reward advertisers who had pulled their ads from the magazine. The hashtags #buthonestlymonica and #crookssource went viral on Twitter Cooks Source's web hosting company, Intuit, experienced an outage on November 4, prompting speculation that a denial-of-service attack aimed at Cooks Source may have been the reason. The Company shut down completely not long after.
Point 1: Speed Everything happens at lightning speed. An attack can do damage in minutes, not days. Dont wait a day to respond.
On Twitter in 4 Minutes Flat Jan 2009 US Airways Flight 1549 crashed into the Hudson River. Emails, tweets, photos and videos of the incident began filtering through cyberspace 15 minutes before the mainstream media even reported it. The first recorded tweet occurred 4 minutes after the incident.
Point 2: It Doesnt Take a Village One influential person can do considerable damage.
Attensity Blog Too Fat to Fly Close to 45,000 relevant mentions of Kevin Smith and Southwest Airlines across blogs, microblogs, discussion boards / forums, and online news. 14,000 mentions the day of the incident. 16,000 conversations took place on the 15th. Interest waned after the 16th.
Point 3: The Network Effect Attacks spread across multiple platforms.
Point 4: Be Real People demand transparency and detest spin and corporate speak. Whatever you do, dont get defensive or be condescending. Example: Nestle Responds to Greenpeace
BEFORE Crisis Best to be proactive instead of reactive. Have a strong networks established of your own. Assemble a team and plan how and who will respond in case of a crisis.
Create a Culture of Listening Always monitor and listen online sentiment. Know the culture and the influencers. Free Tools:
Provide Proactive Customer Service Train staff and empower them to respond to customer complaints before they blow up. Who is really good at this?
After a Crisis Use dialog to join the conversation and respond. Dont leave your most important communications to an intern. Apologize and ask the offenders opinion (these are opinionated people!)
Search Engines Record Everything Respond on the same platform the crisis originated on. If a company has weak search results, an attack is even more harmful. (Scott example) Use optimized press releases and media outreach to tell your side of the story.
Questions? Contact Janet@OnlinePRBook.com Blog www.Newspapergrl.com Tweet Me @Newspapergrl

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Presentation Crisis Communications

  • 1. Crisis Communications in a Digital Age by Janet Thaeler @Newspapergrl
  • 2. Social Media can Start Revolutions!
  • 3. Say Goodbye to the 24-Hour News Cycle
  • 4. Say Hello to the 30 Second News Cycle
  • 5. Impact of Bloggers Often give analysis and insight to news. Break stories that mainstream media then report on. Opinionated Form strong loyalties and networks that can rival mainstream outlets.
  • 7. Bloggers Shut Down Magazine In less than 24 hours, a list of the magazine's advertisers was generated and the advertisers contacted, with secondary campaigns begun to reward advertisers who had pulled their ads from the magazine. The hashtags #buthonestlymonica and #crookssource went viral on Twitter Cooks Source's web hosting company, Intuit, experienced an outage on November 4, prompting speculation that a denial-of-service attack aimed at Cooks Source may have been the reason. The Company shut down completely not long after.
  • 8. Point 1: Speed Everything happens at lightning speed. An attack can do damage in minutes, not days. Dont wait a day to respond.
  • 9. On Twitter in 4 Minutes Flat Jan 2009 US Airways Flight 1549 crashed into the Hudson River. Emails, tweets, photos and videos of the incident began filtering through cyberspace 15 minutes before the mainstream media even reported it. The first recorded tweet occurred 4 minutes after the incident.
  • 10. Point 2: It Doesnt Take a Village One influential person can do considerable damage.
  • 11. Attensity Blog Too Fat to Fly Close to 45,000 relevant mentions of Kevin Smith and Southwest Airlines across blogs, microblogs, discussion boards / forums, and online news. 14,000 mentions the day of the incident. 16,000 conversations took place on the 15th. Interest waned after the 16th.
  • 12. Point 3: The Network Effect Attacks spread across multiple platforms.
  • 13. Point 4: Be Real People demand transparency and detest spin and corporate speak. Whatever you do, dont get defensive or be condescending. Example: Nestle Responds to Greenpeace
  • 14. BEFORE Crisis Best to be proactive instead of reactive. Have a strong networks established of your own. Assemble a team and plan how and who will respond in case of a crisis.
  • 15. Create a Culture of Listening Always monitor and listen online sentiment. Know the culture and the influencers. Free Tools:
  • 16. Provide Proactive Customer Service Train staff and empower them to respond to customer complaints before they blow up. Who is really good at this?
  • 17. After a Crisis Use dialog to join the conversation and respond. Dont leave your most important communications to an intern. Apologize and ask the offenders opinion (these are opinionated people!)
  • 18. Search Engines Record Everything Respond on the same platform the crisis originated on. If a company has weak search results, an attack is even more harmful. (Scott example) Use optimized press releases and media outreach to tell your side of the story.