Post on 12-Apr-2017
transcript
5NEW RULES
of PR CRISIS MANAGEMENT
IN THE AGE OF INFORMATION OVERLOAD AND DIGITALISATION, CRISES – BASED ON FACTS, LEAKS OF CONFIDENTIAL
INFORMATION, RUMOURS, GOSSIP, SMEAR ATTACKS, OR OTHER SPECULATIONS… -
ARE AN EVERYDAY OCCURRENCE.
PREPARED
NESSIS MORE THAN
EVERIMPORTANT
1.
PREPARED
NESSIS MORE THAN
EVERIMPORTANT
THEY CAN ERUPT IN A FEW MINUTES, IN ANY FORM, AT ANY TIME – SOMETIMES
STARTING FROM SMALL ISSUES SUCH AS A MARKETING CAMPAIGN GONE WRONG, A SIMPLE TWEET OR A NEGATIVE COMMENT
ON A PUBLIC FORUM...
1.
NATURALLY, THIS RESULTS IN MORE ACCOUNTABILITY FOR PR
PROFESSIONALS.
“You can lose reputation that has taken many decades to build, in a simple click. This should put good PR at the centre of
things.”
MARTIN SORRELL
PREPARED
NESSIS MORE THAN
EVERIMPORTANT
WHAT CAN I DO?
1.
PREPARED
NESSIS MORE THAN
EVERIMPORTANT
PR CRISIS MANAGEMENT IS NOT JUST ABOUT MANAGING THE PR STRATEGY DURING A CRISIS. IT IS A LONG-TERM INVESTMENT TO BUILD TRUST AND
ADVOCATES.
1. DO NOT WAITFOR A CRISIS
TO BUILD - AND GROW -A GREAT
REPUTATION
PREPARED
NESSIS MORE THAN
EVERIMPORTANT
BEYOND FINANCIAL ASSETS, MUCH OF THE VALUE OF A BUSINESS IN
TODAY’S WORLD IS IN THE INTANGIBLES THAT HAVE TO BE EARNED, SUCH AS
REPUTATION AND A GOOD NETWORK OF SUPPORT.
1.
PREPARED
NESSIS MORE THAN
EVERIMPORTANT
DON’T FORGET TO SPEAK ABOUT WHAT YOU DO FOR SOCIETY: JOBS CREATED,
KNOWLEDGE DEVELOPMENT AND OTHER POSITIVE SOCIAL OR ECONOMIC IMPACTS.
1. YOUR BRAND OR INDUSTRY NEEDS
SOCIETAL RELEVANCE
PREPARED
NESSIS MORE THAN
EVER
1.IMPORTANT
MOBILE AND SOCIAL HAVE CHANGED THE WAY A LOW-LEVEL THREAT CAN ESCALATE VERY QUICKLY. HAVING A
PLAN ALLOWS YOU TO REACT IN REAL TIME WITH APPROPRIATE SKILLS AND
RESOURCES.
DEVELOP A
PLANWHILE THERE ARE
NO STORMS ON THE HORIZON
BIGDATA
IN A
HOLISTIC
WAY
USE
2.MEDIA CHANNELS GENERATE HUGE
AMOUNTS OF DATA. A ROBUST CROSS-MEDIA MONITORING PLATFORM
ALLOWS YOU TO BE ON TOP OF WHAT IS HAPPENING WITH BOTH YOUR
TRADITIONAL (NEWSPAPERS, TV, RADIO…) AND DIGITAL MEDIA DATA.
ALWAYS BE
MONITORING
BIGDATA
IN A
HOLISTIC
WAY
USE
2.A/ SET UP ALERTS AND DO NOT MISS ANY OF
THE INFORMATION YOU NEED TO PREVENT
CRISIS OR REDUCE RISK.
B/ IDENTIFY INFLUENTIAL SOURCES AND
PEOPLE
BIGDATA
IN A
HOLISTIC
WAY
USE
2.TODAY, AN OFFLINE CRISIS OFTEN HAS
AN IMPACT ONLINE.
A BAD BUZZ, THAT USUALLY TAKES PLACE ON SOCIAL MEDIA CHANNELS, CAN TURN
INTO A LONG-TERM CRISIS.
DON’T NEGLECT
SOCIAL MEDIA
BIGDATA
IN A
HOLISTIC
WAY
USE
2.THIS INCREASES THE IMPORTANCE OF LISTENING TO SOCIAL CONVERSATIONS
BEFORE, DURING AND AFTER THE CRISIS.
BIGDATA
IN A
HOLISTIC
WAY
USE
2.A/ TRACK ANY UNUSUAL CHANGES AROUND
YOUR SOCIAL DATA
B/ SEE THE REACTION OF YOUR AUDIENCE TO
STATEMENTS
C/ BE AWARE OF WHAT INFLUENCERS ARE
SAYING
BIGDATA
IN A
HOLISTIC
WAY
USE
2.BEYOND MONITORING, DRAWING INSIGHTS FROM ALL MEDIA DATA
SOURCES ALLOWS FOR BETTER DECISION MAKING.
MEDIA INTELLIGENCE
CAN BE A VALUABLE ASSET
BIGDATA
IN A
HOLISTIC
WAY
USE
2.LEARN HOW TO USE ANALYSIS TOOLS
SUCH AS…
A/ ALGORITHMS - TO ANTICIPATE POTENTIAL
ISSUES AND CRISIS
B/ SENTIMENT ANALYSIS - TO IDENTIFY THE
TONALITY OF CONVERSATIONS, TRENDS OR
ISSUES
C/ KPIS FOR CRISIS MEASUREMENT
BE FAST
BE SUPERSEDED
3.OR
IN THE SOCIAL MEDIA AGE, THE PRINCIPLE OF THE“GOLDEN HOUR” IS
NOT LONGER RELEVANT.
TODAY’S CRISES CAN INFLUENCE INTERNATIONAL AUDIENCES IN JUST A
FEW SECONDS.
BE FAST
BE SUPERSEDED
3.OR
THIS SPEEDS UP THE RESPONSE TIME AND INCREASES THE IMPORTANCE OF
REAL TIME INTELLIGENCE.
BE FAST
BE SUPERSEDED
3.OR BEING ABLE TO REACT TO THE EARLY
WARNINGS AND MANAGE CRISIS IN REAL TIME HAS BECOME A CRITICAL ISSUE FOR
ALL PR PROFESSIONALS.
PROXIMITYTRANSPARENCY
ARE YOUR
BESTWEAPON
4.AND DO NOT PUT UP ANY BARRIERS TO THE
MEDIA’S QUESTIONS.
PROXIMITYTRANSPARENCY
ARE YOUR
BESTWEAPON
4.AND
BE REAL AND SHARE AS MUCH INFORMATION AS POSSIBLE. FOR
EXAMPLE, USE A Q&A, PRESS RELEASES, SOCIAL MEDIA POSTS OR A
COMPREHENSIVE MEDIA KIT, DEPENDING ON THE SITUATION.
PROXIMITYTRANSPARENCY
ARE YOUR
BESTWEAPON
4.AND
TALK TO RELEVANT STAKEHOLDERS DIRECTLY, NOT JUST THROUGH THE
MEDIA. CONNECT WITH THEM THROUGH THEIR PREFERRED CHANNELS – BE THAT
TWITTER, A BLOG, OR A NEWSPAPER.
PROXIMITYTRANSPARENCY
ARE YOUR
BESTWEAPON
4.AND
HARNESS THE SUPPORT OF YOUR COMMUNITY ON SOCIAL MEDIA BY
SHARING INFORMATION IN THE RIGHT PLACE.
BE
CREATIVE
EVEN WHEN YOU HAVE NO
TIMEAT ALL
5.THE SAME RECIPE DOES NOT APPLY TO
EVERY PUBLIC RELATIONS CRISIS: NEVER FORGET TO BE CREATIVE AND PROVE
THAT YOU ARE DOING YOUR BEST.
BE
CREATIVE
EVEN WHEN YOU HAVE NO
TIMEAT ALL
5.THE CAPACITY TO MOBILISE CREATIVE
TEAMS IS A DECISIVE STRENGTH.
BY CREATING INFORMATIVE, UNIQUE, AND RELEVANT CONTENT THAT PEOPLE WILL
WANT TO READ AND SHARE (SUCH AS VIDEOS, INFOGRAPHICS OR INTERACTIVE CAMPAIGNS) YOU CAN TELL YOUR STORY
EFFECTIVELY AND IN A WAY THAT IS MEMORABLE AND COMPELLING.
BE
CREATIVE
EVEN WHEN YOU HAVE NO
TIMEAT ALL
5.“What cannot be eschewed must be
embraced”
W. SHAKESPEARE
AGILITY AND CREATIVITY ARE YOUR BEST DEFENSE. WITH A BRIGHT IDEA YOU CAN EVEN COME OUT OF THE CRISIS ON TOP.
CRE DITSCRE DITS
SLIDE 2 – carrotcomms.co.uk - http://carrotcomms.co.uk/november-in-brand-fail-from-major-pr-crises-to-thoughtless-tweeting
SLIDE 3 - www.youtube.com/user/smo310la - http://i.ytimg.com/vi/2G-dvKh3Gr3E/maxresdefault.jpg - https://www.youtube.com/watch?v=2Gd-
vKh3Gr3E
SLIDE 4 - unelibanaiseaparis.com - http://unelibanaiseaparis.com/en/2012/12/07/la-brioche-au-nutella/p1220640/
SLIDE 5 - static2.businessinsider.com -http://static2.businessinsider.com/image/518b-b0b4ecad04f65d00001a/how-nike-solved-its-sweatshop-problem.jpg
SLIDE 6 - lakewoodlodges.com - https://yt3.ggpht.com -GMVqfOD_1aA/AAAAAAAAAAI/AAAAAAAAAAA/wvJIoU8bLfc/s900-c-k-no/photo.jpg
SLIDE 7 - www.corpwatch.org - http://www.corpwatch.org/article.php?id=15806 - Photo: code-pinkhq
SLIDE 8 – www.businessinsider.com - http://www.businessinsider.com/big-brands-in-bangladesh-fac-tories-2013-5?IR=T - REUTERS/Andrew Biraj
SLIDE 9 & 10 - www.funnyordie.com - http://www.funnyordie.com/videos/372fc34d78/abercrombie-fit-ch-apologizes-to-fat-people
SLIDE 11 - www.rts.ch - http://www.rts.ch/info/monde/4299209-total-est-condamne-pour-pollution-maritime-dans-le-naufrage-d-erika.html - Jacky Naegelen - Reuters
SLIDE 12 & 13 - www.rts.ch - http://www.rts.ch/info/monde/4299209-total-est-condamne-pour-pollution-maritime-dans-le-naufrage-d-erika.html - Jacky Naegelen - Reuters
SLIDES 14 & 15 - www.grazia.fr - http://www.grazia.fr/societe/news/viande-de-cheval-des-factures-accablent-le-sous-traitant-spanghero-539035 - © SIPA PRESS
SLIDE 16 - dailymotion.com/LeNouvelObservateur - http://s2.dmcdn.net/CZJBy/1280x720-77m.jpg - http://www.dailymotion.com/video/x2qkrr3
SLIDE 17 - www.etsy.com - https://www.etsy.com/search/vintage?q=pepsi+bottle - https://img0.etsystatic.com/067/0/6704795/il_340x270.799143740_8rip.jpg
SLIDE 18 - goldmansachsisnotanaftershave.org - http://goldmansachsisnotanaftershave.org/inditex-en-tiempos-de-crisis-maquilas-asia-ticas/ - Ropa Limpia
SLIDE 19 - www.washingtonpost.com - http://www.washingtonpost.com/local/obituaries/james-e-burke-johnson-and-johnson-ceo-during-tyle-nol-poisonings-30-years-ago-dies-at-87/2012/10/01/9ad4be06-0be1-11e2-bd1a-b868e65d57eb_story.html - AP
SLIDE 20 - time.com - http://time.com/3423136/tylenol-deaths-1982/ - Jim Preston— The Denver Post / Getty Images
CRE DITSCRE DITS
SLIDE 21 - qz.com - http://qz.com/252466/target-customers-havent-forgiven-it-for-that-data-breach/ - Reuters/Mike Blake
SLIDE 22 - www.govtech.com - https://www.flickr.com/photos/roadsidepic-tures/2923629922 - FLICKR/ROADSIDEPICTURES
SLIDE 23 - www.nbcnews.com - http://media4.s-nbcnews.com/j/news-cms/2014_12/258861/140317-toyota-recall-congress-mms-1931_68a-
f299a54d7ddcaa1b3341fa1ad2358.nbcnews-ux-600-480.jpg - Alex Wong / Getty Images
SLIDE 24 - redeamigaudc.com - http://redeamigaudc.com/2015/05/06/sebastian-royo-medina-participa-en-el-ciclo-en-codigo-abierto-de-la-catedra-inditex-udc/
SLIDE 25 - www.prmoment.com - http://www.prmoment.com/2813/communica-tor-of-the-week-sir-richard-branson.aspx
Powering Informed Decisions
NEVER LET YOUR GUARD DOWNThe media is unpredictable and no one is immune to a PR crisis. We alert you to negative coverage of your brand or organisation over online,
press, broadcast and social media. With our service, you are quickly and accurately informed of the impact negative coverage has on your
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