Presentation during panel session for Beyond Convergence Conference at University of Nevada, Las Vegas. October 25, 2013.

1. LESSONS
FROM CRISES
FOR PR &
JOURNALISM

2. INTRODUCTION
Contemporary
journalism
and
public
rela4ons
prac4ces
have
been
enhanced
as
well
as
challenged
by
the
emergence
of
social
media
pla:orms
throughout
all
aspects
of
society.
Ques4on
remains
for
2013
PR
+
Journalism
=
Friends?
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3. LOUISVILLE.EDU

4. Goals
and
Objec5ves
Audience
Analysis
Listening
&
Monitoring
Crisis
planning
&
playbook
Scenario
&
Educa5on
Training
Crisis
history
Corporate
Culture
Frontline
&
Senior
Employees
L O U I S V I L L E . E D U
Strategic
Storytelling

5. Emerging
Specializa5ons
• Emerging
specializa4ons
such
as
real
&me
marke&ng,
visual
storytelling,
and
strategic
storytelling
within
social
media
have
raised
both
opportuni4es
and
challenges
for
public
rela4ons
professionals.
• Mobile
and
data
• Wearable
Technologies
• Blending
the
fields
of
PR
and
journalism
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6. LOUISVILLE.EDU

7. PR
professionals
on
social
media
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9. PUBLIC
CREDIBILITY
CRISIS
BRAND
CRISIS
PERSONAL
CRISIS
• Focuses
on
government,
non-­‐government
organiza4ons
• Ex.
CDC,
FDA,
Susan
B.
Komen
Founda4on
• Focuses
on
corpora4ons,
private
enterprise
and
industry
• Ex.
Domino’s,
KitchenAid,
Burger
King,
KFC,
Applebee’s
• Focuses
on
individuals,
celebri4es,
and
corporate
execu4ves
• Ex.
Lance
Armstrong,
Charlie
Sheen,
Tiger
Woods,
Kenneth
Cole,
Anthony
Weiner

10. 1
2
3
4

11. 1
2
3
4

12. Recent
Crises
• Crisis
situa5ons
– Hurricane
Sandy
(2012)
– Super
Bowl
Power
Outage
(2013)
– Kevin
Ware
Injury
(2013)
– Boston
Bombing
(2013)
• Others
to
consider
– Amy’s
Bakery
(2013)
– HMV
(2013)
Firing
of
employees
&
mass
twee4ng
– Anthony
Weiner
Poli4cal
Crisis
(2013)
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13. Kevin
Ware
&
• Trends
&
Implica4ons
– Transforming
crisis
into
opportunity.
– Power
of
ac4ons
through
visual
storytelling.
– Establishing
consistent
pla:orm
for
voice
throughout
crisis
(UofL
Athle4cs,
ULFlyingCard,
and
Kevin
Ware’s
verified
Twiber
account).
– Engagement
among
community
to
branch
out
into
other
social
media
ecosystems
(ex.
Kobe
Bryant,
Lible
Wayne,
White
House).
– Presence
at
White
House
Correspondents
Dinner
&
Leberman
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15. • Power
of
owned
media
&
increase
presence
in
real-­‐4me
communica4ons
• Issues
pertaining
to
real-­‐4me
marke4ng
among
brands
and
marketers
(Guy
Kawasaki
&
Epicurious)
• Visuals
and
videos
dominated
social
media
updates
(mul4media
components)

17. Google
Glasses
• Press
conferences
/
personal
teleprompter
• POV
videos
(similar
to
Go
Pro)
• Eye
witness
accounts
in
crises
• Rise
of
Privacy
issues
• Health
ini4a4ves
&
life
saving
apps
in
disasters
(ex.
CPR)
• Eye
witness
reality
showcases
• “On
the
record”
to
be
shared
across
mul4ple
pla:orms
• Policies
and
procedures
• Ci4zen
repor4ng
• Community
building
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18. Google
Glasses
Apps
• Watchup
(news)
&
NY
Times
• Social
Media
News
–
Mashable
&
Marke4ngLand
• Evernote
for
Glass
(photos
and
notes)
• Social
Media
(FB,
Twiber,
Google+,
Glassagram)
• Glassenta4on
(presenta4on)
• Wandrebee
(photoblogging)
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19. “My vision when we started Google
15 years ago was that eventually you
wouldn't have to have a search query
at all.You'd just have information
come to you as you needed it. And
[Google Glass] is now, 15 years later,
sort of the first form factor that I
think can deliver that vision.
Sergey Brin
Google Co-Founder
Source: TED Bio [http://www.ted.com/speakers/sergey_brin.html]

20. Best Practices & Tips
• Social media is just the beginning
• Crises can arise for PR and journalists online and offline
– and stay online forever even after incident
• Setting up guidelines is key & learn from experiences
• Crises are part of PR & Journalism DNA
• Evolution of relationship – PR and journalists need to be
partners
• Education and training in social & mobile media together
• Facing the same challenges in crisis situations involving
new media (social media and wearable technologies)
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