The document discusses crisis communication strategies and lessons from BP's response to the 2010 Gulf of Mexico oil spill. It covers developing a crisis communication plan, monitoring social media, being prepared to respond quickly, and the importance of transparency, accountability and engaging stakeholders. It notes that BP was slow to acknowledge and respond to the spill on social media, and that their initial response focused on damage control rather than addressing public concerns, a mistake others can learn from.
3. Are We Guilty of Complacency?
• It’s not going to happen to me.
• If it happens, it won’t be that bad.
• If it is that bad, someone will rescue me.
4. Here’s what could happen to you…
• Fire
• Explosion
• Government investigation
• Controversial law suit
• Accusation of discrimination based on race,
sexual preference or gender
• Product recall
• Serious injury to someone within or outside of
the organization
• Protest
• Strike
• Physical violence between co-workers
• Illegal workers booked by INS
• Theft by an outsider (ideas or physical assets)
• Embezzlement
• Hostile takeover
• Outbreak of food poisoning caused by your
company (maybe even at your company picnic)
• Death of top executive
• CEO gets arrested for drunk driving
• Natural disaster
• Plane crash
• Stolen credit card data
• Books were cooked
• Major interruptions in service
• Computer system crash, causing you to lose all
data
• One of your employees is accused of a high
profile crime
• Sexual harassment case
• Rape on your premises
• Dramatic downsizing causing significant job
loss in a geographic region
• Chemical spill
• Radiation leak
• A major competitor has a huge crisis, throwing
attention on your company
• Caught in a lie
• False advertising accusation
• Celebrity spokesperson embroiled in personal
scandal
• Closing of a facility
• Production sourcing internationally or at a non-
union facility
• Union grievance
• And, of course, alien abduction of your entire
management team
6. Handout: Colorado NonProfit
Association Crisis Comm Template
• Good basic overview of a crisis
communication plan
• Walks you through the steps to create your
own plan.
7. Fundamentals of a Crisis
Communication Plan
• Situational Awareness
– What’s going on? Where? Who?
• Operations
– Who’s in charge?
– Who says what?
• Message Development
• Victim Management
• Afterwards…how to rebuild trust.
8. Crisis Communication (external)
1. Phone/E-mail List – Disseminate an emergency list with phone numbers
2. Perform annual communication audit and Strength Weakness Opportunity and
Threat (SWOT) analysis.
3. Media Training – Identify and train organization spokespeople.
4. Crisis Management Checklist – Update the Crisis Communication Checklist for staff
to have with them at work and at home, including crisis procedures, policies
regarding media inquiries, communication priorities and best means to reach the
crisis manager.
5. Key Audience and Media List – Keep contact information for key audiences updated
so that they can be easily contacted in a crisis.
6. Key Messages – Spokespeople should be familiar with organization’s key messages.
During a crisis, Crisis Communications Team will craft relevant messages.
9. 7. Pre-approved Statements – Responses for common media inquiries should be
created and approved by the board as necessary.
8. Emergency Personnel – Maintain contact information for police, fire, hospitals, the
health department, utilities and paramedics. Make sure staff know how to access
the information.
9. Off Site Alternatives – Determine a location to convene and/or from which to stage
communications if the crisis situation prevents staff from getting to or using the
office.
10. Equipment – Identify necessary resources prior to a crisis, including extra cell
phones, computers, etc. Determine how it would be gathered and who would be
responsible for operation.
11. Drill Session – At least quarterly, review and practice crisis communications plan.
Crisis Communication (external)
10. 2. Dealing with Social Media
First things first…
If you don’t have a
communication plan, social
media won’t help you.
You’ll just have more areas
to screw up.
11. So Why Pay Attention to Social Media?
• It can start a crisis.
12. Question: How many spokespeople does
your organization have?
Answer: As many employees, friends, family
members, suppliers, colleagues, and associates of
your business…that’s how many.
13.
14. Brands that Got Sunk by Social Media
• Dominos
• Wholefoods CEO trashing competition online
• Dell laptop catches fire on YouTube
• AOL recording not letting customers cancel
15. Why Pay Attention to Social Media?
• It can start a crisis.
• It can fuel a crisis.
19. Informing – California Wildfires 2007
Of the 307 people surveyed affected by the fires…
• A majority (54 percent) indicated they used mobile phones to
contact friends or family to get tactical information about the
fires (road closures and fire line status)
• A significant majority (76 percent) consulted information
portals and websites.
• Just like you wouldn’t ignore TV, radio, or print; online
communication is the fourth table leg in any plan.
20. Why Pay Attention to Social Media?
• It can start a crisis.
• It can fuel a crisis.
• It’s effective at informing people in a crisis.
• It increases engagement.
21. Engagement: Text to Haiti
• $33 million was raised in $10
increments through the ‘text
to give’ campaign.
• That means 3.3 million people
participated.
• The text number (90999) was
easily forwardable, easily
doable, and appealing to the
very audience that was virally
passing it along.
23. What is Traditional PR?
• Traditional GATEKEEPER of Information
– Used to be all about Control
• But You’re Too Late!
– The Train has left the Station
• Now it’s all about influence!
(Dave Taylor, November 2008 PRSA Conference)
www.askDaveTaylor.com
24. Influence: the Real Currency
• Ideally, You Want Good Buzz
– Which comes from discussion…
• Which comes from people…
– Who are swayed by influence.
(Dave Taylor, November 2008 PRSA Conference)
www.askDaveTaylor.com
• Influence does not equal spin!
– Its more subtle…
• Think Nancy Drew
– It’s about leaving clues so people can follow your
breadcrumbs.
25. Breadcrumbs = Findability
• How can people find you?
– What do you want them to find?
– Are you making that easy or hard?
– Why do they want to find you?
• How can people find
discussions about you?
– What are those discussion?
– What’s not being discussed?
– Who is talking about you?
Dave Taylor, November 2008, PRSA Conference
www.askDaveTaylor.com
26. Social Media puts the ‘Public’ Back in PR
Social Media is less about…
– One-way communication
– Control
– Hierarchy
– News reporters
– Spin
…and more about….
– Two-way
communication
– Influence
– Findability
– Community
– Authenticity
28. #1. Track Everything#1. Track Everything
• Google Alerts
– Google.com/alerts
• Google Blog Search
– Blogsearch.google.com
• Twitter Search
– Search.twitter.com
• Filtrbox.com
• TrackUR.com ($18/month)
29. #2. Measure Everything#2. Measure Everything
Karen Freberg, M.A.
University of Tennessee, Knoxville
kfreberg@utk.edu
30. How to measure social media
• Free sites for online tracking and measurement
– People Browsr
– SM2
– Google Insights
– Samepoint
– Social Mention
• Other sites
– Radian6
– CustomScoop
– Viral Heat
– Nielson Buzzlogics
– Cision Social Media
33. Silence isn’t Golden
• These conversations are taking place with or
without you, so ignoring them only eliminates
you from the conversation and also removes
your company from the radar screens of your
customers.
35. #4. BE AUTHENTIC#4. BE AUTHENTIC
• Social media world values and
expects honesty, integrity, and
transparency.
– Don’t pay for good reviews
– Don’t lie or cover-up
– Don’t spin
36. Be Authentic
• Example: Bindeez Crisis
– Defensive / Legal: “We are
investigating the allegations. At
this time, we are not admitting any
wrongdoing and have been told
not to comment further.”
– Authentic: “As parents and
grandparents ourselves, we are
horrified by this incident.”
37. #5. LISTEN#5. LISTEN
• Be open to altering your
processes, products, services,
behaviors and approaches to
stakeholder engagement, so it
is more in line with their needs
and wants
38. After Speaking & Listening…
• Speaking & Listening…
– Speaking & Listening…
• Speaking & Listening…
– Speaking & Listening…
» You get a…
A Two-Way Street…
which builds relationships
39. #6. APOLOGIZE#6. APOLOGIZE
• A simple, honest apology
(without taking legal blame) can
defuse the most volatile
situation, often averting a
communications crisis.
• http://www.youtube.com/watch?v=-r_PIg7EAUw
40. #7. ACT QUICKLY#7. ACT QUICKLY
• Antagonists, storylines, naming conventions,
hashtags, stakeholder groups, etc are being
formed immediately.
41. Tone and Tactics are Different
Defense
• Attack accuser
• Deny crisis
• Excuses
Offense
• Ingratiation
• Corrective action
• Full apology
Karen Freberg, M.A.
University of Tennessee, Knoxville
kfreberg@utk.edu
42. Do’s and Don’ts
• DON’T go into crisis mode on every customer complaint.
• DO engage. “Hey, I saw your post and wanted to find out what you can
tell me.” Don’t offer any speculation or opinion, just gather information
until you can find the original source of the problem.
• DON’T get dragged into an argument, or a back-and-forth debate about
who is right.
• DO create a central news and resources page if the crisis is serious. Direct
all traffic through various social networks, blogs and news sites back to
your resource page.
• DO enlist regular PR tactics and traditional media.
43. Things You Could Start Today…
• Pick two or three social media outlets and get
involved in the conversations. Depth is better than
breadth.
• Prepare a ‘dark site’ (crisis web page ready to go live)
• Acquire emails, Facebook links, and Twitter IDs like
you would phone numbers
• Encourage honest feedback on Yelp or Ratepoint
• Set up your own Flickr group with pictures YOU want
to share
• Create a blog that posts all emergency notices
– Google, Wordpress, etc
47. Social Media Ostrich
• Before the spill, BP had few tweets and Facebook
posting a month
• Even though explosion occurred April 20..
– BP didn’t tweet until April 27
– BP didn’t post on Facebook until May 2
• Since then, they’ve posted nearly every day.
– It turned off comments on its YouTube channel. Its
Facebook page is open to comments of those that "like"
BP America.
48. In the absence of
proactive positive
information,
negative
information fills
the void.
49. • 29 days after the start of the Gulf oil crisis —@BPGlobalPR sent
out its first tweet: “We regretfully admit that something has
happened off of the Gulf Coast. More to come.”
• The 488 tweets that followed have made @BPGlobalPR a
Twitter sensation, generating media coverage in The Wall
Street Journal, The New York Times, ABC News and countless
blogs.
• Some mistook the parody account for an official BP Twitter
account
• @BPGlobalPR became a wake-up call for all communicators.
Twitter: @BPGlobalPR
50. What Could They Have Done?
• Crowdsource ideas for online brainstorming sessions.
– (from Shel Holtz, http://blog.holtz.com/)
• Posted the HD video images and indicated how they
were deriving their flow estimates.
• Attempt to humanize BP – employees with flip
cameras down on the Gulf showing what they are
doing to help the region.
http://www.bruceclay.com/blog/2010/07/bp-crisis-
communications-and-social-media/
51. Anyone want to discuss your own
case studies and real-life examples?
Communications
in a Social Media AgeSocial Media Age
52. Thank You.
Jim Rettew
Chief Communication Officer
American Red Cross Mile High Chapter
303-607-4703
jrettew@denver-redcross.org
www.ColoradoRedCross.org
Twitter: redcrossdenver
Facebook: redcrossdenver
Hinweis der Redaktion
Need to Prepare
Pare down the list of potential issues by identifying those most likely to occur or for which the
organization most needs to be prepared.
Situational Assessment – The Crisis Communications Team will assess the situation, determine facts, and begin
delegation. Questions to help devise appropriate crisis communications response, include, but are not limited to:
a. Who is the crisis communications lead person responsible for ensuring all steps are taken? (Most likely the
director of communications.)
b. What is the situation? What will happen next?
c. Who on staff needs to be involved?
d. What immediate steps need to be taken?
e. What is known and who already knows it?
Operations
1. All crises should be reported to a supervisor and the president & CEO
immediately.
2. Only the chief spokesperson and back-up spokespeople are authorized to
release information to the media and to the public. All other staff, board and
committee members should be professional and helpful to the media by
connecting them with the spokespeople, but will neither speak to the media,
nor provide any information.
http://www.ebaumsworld.com/video/watch/80607889/
Use an ‘authentic’, human voice – as opposed to applying corporate‐speak – as social media will not tolerate a faceless, mechanical approach
Stick to the classic spokesperson approach
the more senior the better
the more he or she recognizes the issue and concerns the better
the more human and less air‐brushed the better
the more prepared with messages and trained to speak to media (or through social media) the better
MONITOR
CULTIVATE
Before the Crisis
Create an Influencer Map to know where your promoters and detractors live online
Consider influencer engagement campaigns during non-crisis times to develop relationships that could be revisited if needed
After the Crisis Hits
Engage influencer in your rapid response efforts as needed: be personal
Monitor pre-identified detractor sites and apply messaging strategy to determine appropriate response
PREPARE
Before the Crisis
Develop crisis messaging and adapt it to social media venues
Identify and train marcomstaff for social media
Set up online crisis collaboration site
Design and build a crisis dark site
RESPOND
Before the Crisis
Develop your brand’s presence & voice on the social Web –a corporate blog, Twitter handle, Facebook page, YouTube channel…
After the Crisis HitsoActively update home page or dark site
oConsider using video to deliver a human message
oIf corporate, use social web platforms to respond –these are most effective when they are well established and active prior a crisis
PROMOTE
Before the CrisisoBuild list of keywords (negative and positive) to use for SEO/SEM (Search Engine Optimization/Search Engine Marketing)
Explore leveraging or creating online advertising
Identify potential multimedia responses (photo, video) and key players necessary to create them
After the Crisis Hits
Deploy a keyword buy across major search engines
Create and optimize a variety of multimedia content to help tell your story in multiple ways
Advertise online with crisis messaging (as appropriate)
According to the Twitter account’s bio: “This page exists to get BP’s message and mission statement out into the twitterverse!”
Those last three words were an understatement
Shel Holtz, principal of Holtz Communications + Technology in Concord, Calif., says “He’s not attacking what BP is doing to cap the oil leak. He’s attacking the way BP is communicating. Would this have been started if BP had done good public relations? They have made a lot of mistakes, and that created an environment that was just fertile for something like @BPGlobalPR to capture people’s attention.”
The lack of a social media presence prior to the crisis also hampered BP’s ability to respond to @BPGlobalPR.
“BP waited until the crisis hit to engage in social media,” says Kevin Dugan, APR, director of social marketing for Empower MediaMarketing in Cincinnati. “While they turned their website into a deep resource of information, it didn’t matter. Conversations were already taking place on Twitter, Facebook and other social sites.”
The time to learn about the use of social media is before a crisis strikes.
“With the oil spill, you have an engineering challenge that has never been dealt with before. The technology doesn’t exist,” Holtz says. “At the same time, you have university engineers, engineers in other industries, hackers who might know something about this stuff. If you ask them to help solve the problem and offer a reward, what do you have to lose?”
BP should have immediately posted the HD video images and indicated how they were deriving their flow estimates. We live in a fully transparent world and it’s always better to point the finger at yourself rather than wait a few days to have someone else point the finger at you This is counter intuitive to how we’ve done business for the past centuries with the legal mindset of trying to keep the bodies buried. However with social media you have to assume the bodies will be exhumed quickly.
Attempt to humanize BP. They should have flip cameras with their employees down on the Gulf showing what they are doing to help the region. People that work for BP are human, try to humanize BP rather than continuing to be simply a hated logo by so many. Not everyone that works for BP is evil. They should showcase, via video, real people accessing claims to give a sense for the process. Also, ask for feedback, listen and react accordingly.
http://www.youtube.com/bpplc
The old paradigm of broadcasting to persuade is being challenged. BP's communicators took to YouTube and created what seemed like television ads. They would have been better served by attempting to stimulate a conversation, providing a realistic portrait of the work being done, or engaging in a live, viewer-centric Q&A session. Overall, the BP website and spokespeople lacked a human or colloquial tone. Read more: http://www.vancouversun.com/news/Social+media+help/3194602/story.html#ixzz114n01kct