Crisis Communications Planning in the Social Media Age - On-Demand Webinar

MODERATOR:Victoria HarresPR Newswire

#CRISISCOMMS@PRNEWSWIRE@CNWGROUP

Victoria Harres - @VictoriaHarresVP, Strategic Communications & ContentPR Newswire

Gerard Braud - @GBraudCEO/PresidentBraud Communications

James E. Lukaszewski - @JimLukaszewskiAmerica’s Crisis Guru, PresidentThe Lukaszewski Group – Division Risdall Marketing


• Definition of crisis• Anticipating how a crisis plays out• The social media angle• Being prepared with a plan• How to guide your leaders through crisis

What we’ll discuss:


AS COMMUNICATORS WE DEAL WITH CRISIS ALL THE TIME. IF WE DO OUR JOBS WELL, MOST PEOPLE WON’T KNOW THEY EVER

HAPPENED.


CLICK HERE TO LISTEN TO THE FULL WEBINAR RECORDING

http://prn.to/1lbb691


Photo sources from Flickr users: U.S. Army Corps of Engineers, Birdies100, Simon Law, Geoffrey Gilmour-Taylor, Luke Addison, opensource.com, Ben Ostrowsky, Michelle Tribe, Eirik Solheim, Mark

What is a crisis?MAN MADE OR

NATURAL CATASTROPHE

INJURY

PRODUCT DEFECT PRODUCT FAILURE NEGATIVE PRESS

UNREASONABLE CUSTOMER MISTAKE MISHANDLED

COMPLAINT

MISUNDERSTANDING TROLL TWEET

https://www.flickr.com/photos/usacehq/

https://www.flickr.com/photos/birdies100/

https://www.flickr.com/photos/sfllaw/

https://www.flickr.com/photos/sfllaw/

https://www.flickr.com/photos/giltay/

https://www.flickr.com/photos/giltay/

https://www.flickr.com/photos/1uk3/

https://www.flickr.com/photos/1uk3/

https://www.flickr.com/photos/opensourceway/

https://www.flickr.com/photos/sylvar/

https://www.flickr.com/photos/sylvar/

https://www.flickr.com/photos/greencolander/

https://www.flickr.com/photos/greencolander/

https://www.flickr.com/photos/eirikso/



https://www.flickr.com/photos/wonderferret/


A crisis is …

Copyright 2015 Diversified Media, LLC | [email protected] | www.braudcommunications.com

Speed

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VulnerabilityAssessmentWhat is your “It?”

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Pre-writtenNews Releases

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Heart ofPlan

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MediaTraining

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CrisisDrill

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James E. Lukaszewski, ABC, Fellow IABC, APR, Fellow PRSA, BEPS Emeritus

24/7 Cell: 203-948-7029 | Email: [email protected] | Web: www.e911.comBlog: www.e911.com/wisdom-of-americas-crisis-guru/

Twitter: @jimlukaszewskiLinkedIn: www.linkedin.com/in/jameslukaszewski/

http://www.amazon.com/James-E.-Lukaszewski/e/B001JS9T1I

https://plus.google.com/+JamesELukaszewski/posts

http://www.linkedin.com/in/jameslukaszewski/

http://www.twitter.com/jimlukaszewski

https://www.youtube.com/channel/UC6YCYFM9fFnAJH8r3_nguKQ

https://www.pinterest.com/jimlukaszewski/

http://www.e911.com/wisdom-of-americas-crisis-guru/

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How to Convince the Boss to Act

• Reduce your enthusiasm.• Focus on the threats to them – be

sensible, simple, positive and constructive.

• Let them approve the process before you spring your plan.

• Leaders like to choose their own directions and solutions.

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@jimlukaszewski

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Here is What to Talk About

18@jimlukaszewski18

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Why They Do It

• Block public or private actions• Bully and humiliate• Corporate dis- or misinformation• Decrease or increase market

capitalization• Legitimate problem that they cannot get

solved by any other means

19@jimlukaszewski19

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Why They Do It (continued)

• Giving a voice to victims• Just because they can• Publicity for their cause• Revenge and extortion• Social-Political-Religious agendas• Target organization to stop certain

behaviors

It’s Because They Are Victims20@jimlukaszewski

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So What?

1. Attack strategies can build huge, diverse audiences quickly.

2. Sites remain long after problems are resolved, sometimes forever.

3. Attacks raise questions among key base audiences that must be answered, in any event.

4. Failing to respond can be toxic to leader reputation and career.

21@jimlukaszewski21

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And Why?

• Management needs to understand… help them.• Your destiny is your responsibility.• Social media counteracts the #1 criticism of all

crisis response – failure to speak promptly.• Even the briefest pause or silent period is

impossible to credibly explain or excuse.• Silence makes you the perpetrator. • If you don’t manage your own destiny,

someone else is waiting out there to do it for you, or is already trying.

22@jimlukaszewski22

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Lukaszewski’s 1st Axiomof Crisis Survival

• Neither the government, your toughest critic, blogger, bloviator or bellyacher, or the media can take you down. It’s always done by an uninformed but well-meaning employee, self-appointed explainer, critic, a well-meaning friend or relative.

23@jimlukaszewski23

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Types of Cyber Attacks

• Bellyaching• Bloviating• Bullying• Carping• Confrontation• Contentiousness• Customer retribution• Customer service complaint• Damage reputation• Denial of service

• Disturb sales• Extortion• Hate• Misinformation• Revenge rumors• Stock value impairment• Terrorism• Threats• Vent• Whispers

24@jimlukaszewski24

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Nine Tactics of On-line Activists

1. Polarize the issue.

2. Build a support base on the Web.

3. Trivialize, emotionalize, insult, humiliate.

4. Anger, debilitate, violate trademarks, and misinterpret every response.

5. Use ultimatums.

6. Register their site in search engines.

7. Postings on message boards.

8. Work the e-news media.

9. Misinform, misdirect, misstate, mindlessly question, be infuriating.

@jimlukaszewski25

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There’s still a common tool often triggered by an overlooked adverse event to someone else.

www.ihatexyzcompany.com

Attack Sites

26@jimlukaszewski26

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Gripe Sites

• www.planetfeedback.com• www.publicopinion.com• www.epinions.com• www.yelp.com• www.ripoffreport.com• www.i-need-a-rant.co.uk• www.gripesonline.com• www.sickofbeingscrewed.com

27@jimlukaszewski27

http://www.planetfeedback.com/

http://www.publicopinion.com/

http://www.epinions.com/

http://www.yelp.com/

http://www.ripoffreport.com/

http://www.i-need-a-rant.co.uk/

http://www.gripesonline.com/

http://www.sickofbeingscrewed.com/

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What’s the Impact?

• Builds the victim pool• Creates doubt about leadership in the minds of

consumers, vendors, employees, investors, public officials

• Damages reputation• Decrease / Increase market cap• Lawsuit threats• Lower sales• Lowers morale• Makes recruitment difficult• People with no credentials get power

@jimlukaszewski28

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Questions

1. Is there a single tactic that is proven to be the most effective in the process of crisis management?

Speed Beats SmartEvery Time

@jimlukaszewski29

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Questions

2. What are the best practices, besides the CEO’s coercive power, to win internal support to prepare for crises?

Prepare for what frightens the boss most, first.

@jimlukaszewski30

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Questions

3. If you could choose only one skill or characteristic that is crucial for crisis communication management, what would that be?

Compassionate decisiveness.

@jimlukaszewski31

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Questions

4. When the law firm suggests that management keep silent about a crisis, what’s the secret to persuading the leadership to speak promptly and face stakeholders quickly?

These are leadership decisions rather than legal or public

relations decisions.

The advice is:First, do what your mom taught

you to do in these circumstances.@jimlukaszewski

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Do these things

and life will get better

the day after tomorrow.

@jimlukaszewski33


Victoria Harres - @VictoriaHarresVP, Strategic Communications & ContentPR Newswire

Gerard Braud - @GBraudCEO/PresidentBraud Communications

James E. Lukaszewski - @JimLukaszewskiAmerica’s Crisis Guru, PresidentThe Lukaszewski Group – Division Risdall Marketing

Questions?

FOR INFORMATION ABOUT OUR SERVICES, CALL: US: (888) 776-0942

CANADA: (877) 269-7890

Date post:	17-Aug-2015
Category:	Marketing
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