20. Preparation, Preparation, Preparation
Knowing The New Rules of The Road….
Knowing The Channels Available To The
Protagonist……..
Monitoring & Vigilance….
Strategies and Tactics to Neutralise the Crisis
21. What is a Crisis?
It doesn’t have to be a death……
It doesn’t have to be an injury……
It’s not just the company involved that’s
impacted…….
A crisis is when you come under the sharp focus
of the media in a way that could damage your
reputation and that of your industry…
22. In The Past…..
Crises followed a
formula…
Incident occurs….
The Golden Hour….
The Action Zone
Blame Time
The Recovery
Appointed team from
CEO to Operational staff
27. Crisis & Issues Management Today
“There is literally no barrier to entry to
using the Internet and the tools, such
as blogging, forums and groups, it
provides. Indeed it is often easier, and
certainly more cathartic, to just take
your grief out on the Internet”
31. Crisis Management
The Crisis Communications Audit…..
The Crisis Management Team….
The Eternal Vigilance……
Knowing The Protagonists….
The Strategic Response…….
The Tactics To Deploy…….
33. Questions To Ask of Yourself
Are you listening to conversations
taking place outside of traditional
media?
Have you the infrastructure to
respond quickly?
Are there teams allocated to on-line
response?
Do you have procedures in place?
Do you have a dark site?
35. The Changing Landscape of Crisis Management
Citizen Journalism Micro Blogging
Corporate Hate Sites
On-line/Off-line
Media
Opinion Sites
User Generated Sites
42. The Digital Citizen
They don’t read newspapers
& rarely magazines…
They have reduced attention
spans…
They respond to visual and
audio stimulation…
They are the 24/7 Generation
that want to be mobile…
They share information,
opinions and recommendations
rather than depend on media…
They are selfish in
consumption, spoilt by
choice…..
48. 7/7 & Citizen Journalism
“….We never factored in
that the public would
play such a massive role
in breaking the story to
us rather than us
breaking the story to
them….”
Felicity Cowie,
Producer
BBC News 24
55. Citizen Journalism
Not trained professionals
Don’t check stories…
Don’t seek secondary
sources….
Don’t have a News Editor
Don’t have advertisers
Highly subjective & often
emotional about topics
56. Hate, Anti and Spoof Sites
Spoof Sites
Hate Sites
Anti Sites
57.
58.
59.
60.
61. The Trigger For Hate Sites…
“….It was not the poor
treatment received from
United but, rather, the
subsequent disregard for
a serious, polite
complaint, which led to
the creation of the Web
pages……”
62. The Attitude Behind Hate Sites…
"Although I started the site
because of a small complaint, now 2
years and 20,000 plus postings later
I realize how much more widespread
and serious American Express'
wrongdoing is. It has led me to
realize that I am doing a real public
service by alerting the public to the
dangers of dealing with Amex."
63. The Attitude Behind Hate Sites…
“This website has been started
because CEO Jeff Mezger and
other executives at KB Home,
have chosen to ignore us and
our many requests to "buy
back" this home…..”
80. The Changing Landscape of Reporting
News….
“This is a story that broke on
Twitter first and continued to unfold
from there. Eyewitnesses were
posting comments about the shock
of seeing the plane 'dive' and
amazement of passengers walking
out of the wreckage. It was a
dramatic image of a fractured plane
posted on Twitter.com that was the
first worldwide view of the Turkish
Airlines crash.”
154. A Citizen Journalist Strategy
Citizen Journalists are here to stay…..
Be proactive – expect them to report….
Don’t let them beat you to breaking the
story…
Engage and embrace…
160. Why Do We Need A VPO ?
We live in a rolling news
world with demand from
media 24/7….
Increasingly freelance
journalists live globally in
different time zones….
Media want a resource that
can be freely drawn upon…
The emergence of the
digital age journalist…..
161. The Digital Age Journalist…
I work for a newspaper and I heard
that our local MP attended one of
your events recently. The virtual
press office is where I would expect
to find a press release or possibly a
photo from that event
163. Strategies & Tactics…..
Create Your Own Army of Advocates….
Create Positive Content (and lots of it…)
Think in terms of the vernacular of the protagonists…
Tagging
Positioning
Linking
Contribute to Blogs and websites & get the links
164. Strategies & Tactics…..
Occupy the top position in search engines
Sponsored links
Search engine optimisation
Build presence by using social book
marking….
Create A Corporate Blog…
Populate user generated Sites
167. Consistent monitoring of traditional and non-traditional
media…..
Developing a management processes of the online
footprint …….
Establishing proactive online engagement protocols…..
Updating existing crisis training programs…..
Ensuring appropriate balance between traditional and
social media activity
Elements of an Effective
Digital Crisis Strategy
168. Establishing a social media footprint before a
crisis hits…..
Recognizing that social media is still only a
channel – Content is king!
Elements of an Effective
Digital Crisis Strategy
169. Pushing The Bad News Down
Social
Networks
Corporate
Website
Blog
User
generated
Content
Sites
Social Book marking
Multi media
on site
Podcasts/Vodcasts
Directories
Prosumer sites
Directories
Twitter
170. History Shows The Future….
Newton’s Third Law….
“For every action there is an
opposite, and equal,
reaction….”
Sir Issac Newton
1643-1727
171. Stay in touch – And Say Hello!
http://twitter.com/stevedunne
