Crisis Communications & Planning
Ethan Austin
Communications Manager
Sugarloaf Mountain
Crisis Communications & Planning
What is a true crisis?
Bad News
• Victim
• Something unusual
Unfolds over time
Prompts a deeper look by media or stakeholders
Causes customers to question their confidence your business
Crisis Communications & Planning
December 28, 2010
Crisis Communications & Planning
11:10 am
Story Break: National before local
Crisis Communications & Planning
Social Media: Key Tool in Response
• Primary Channels: Facebook and Twitter
Made it known early on that Facebook would be the go-to spot for official information.
Crisis Communications & Planning
• Every Press Release Posted to Facebook and Twitter
• Information directly to primary stakeholders
What we did
• First statement posted at 11:30am
• Posted total of five statements on Day 1
• Three press releases
• Two statements exclusive to FB
Crisis Communications & Planning
• Re-opened that afternoon, with explanation
What we did
• Set ground rules
• Closed wall for brief period
Crisis Communications & Planning
Crisis Communications & Planning
• We listened
What we did
• Monitor, monitor, monitor
• People watching feeds constantly
• Allowed disagreements to happen
Crisis Communications & Planning
Why It Worked
• Timely Information
• Honesty
• Reinforced Trust
Resulted In:
Crisis Communications & Planning
Trust Is Earned
Make your social media audience your greatest ally in a crisis
Crisis Communications & Planning
Why does it matter?
“Organizations generally held in public favor before a crisis will be allowed more latitude regarding their crisis management efforts; those generally disfavored before the crisis will be judged with closer scrutiny. Existing public attitudes toward an organization or its industry will tend to bias the media’s perceptions.”
- Crisis in organizations: Managing and communicating in the heat of chaos
Crisis Communications & Planning
Steps We Have Taken Since
• Developed a thorough ECP
• Identified key personnel and assigned tasks
• Continue work to earn trust
Crisis Communications & Planning
Thank You.