This presentation highlights some of the elements needed to create a successful crisis response team.

1. What does the
perfect crisis
response team
look like?

2. Issue or Crisis?
ISSUE CRISIS
Potential threat Immediate threat or
damage
Still under control Out of control
Can be dealt with through Needs dedicated
regular management organisational structure
procedures and existing with condensed line of
organisation command
2

3. Preparation
Good leadership…
Within a clearly defined structure…
Of trained and competent professionals…
Implementing agreed process…
With helpful tools...
However, flexibility and adaptability are
also crucial in a crisis

4. Critical Success Factors
Strong leadership
Quick decision making
Proactive approach
Taking responsibility without being liable – say “sorry”
Clear, proactive and continuous communication with all
major stakeholders, including media
Good stakeholder relationships
Robust crisis management structure with clear roles,
responsibilities and accountabilities
Well trained and exercised teams
4

5. Communicating during a crisis
Communication is vital – both internally
and externally
Communication and operational response
must go hand in hand:
Setting our response in context is essential
- crises are not managed in a vacuum

6. Responding differently
Social media has slightly changed the way in which we need to think
about communications and this is further enhanced in a crisis:
Prepare by listening to the conversation, identify potential detractors,
and assessing areas of weakness (platform/non 2-way channel
communication)
● Google alerts, social monitoring tool
Develop a social media crisis response process so that you can act
quickly to crisis on social media
● Tailor responses to platform
● Engage in a non-defensive tone and in a consistent manner (it’s a 2-
way dialogue)
● Provide information and communication on multiple touchpoints
● Consider using ads or dark site to provide information for crisis-related
search
● Maintain regular monitoring of all social media estates
Minimize search legacy with positive SEO/SEM and engaging online
advocates and community

8. Typical challenges
Feeding the 24/7 media (online and
traditional)
Multi-agency response
Internal communication
Community relations
8

9. Reputation is too valuable an asset
http://www.youtube.com/watch?v=5YGc4zOqozo
9

10. Scenarios and Simulation
Don’t worry about topic, ensure realistic
Trust, chemistry, tools, and infrastructure
There is always something that you wont
anticipate
If you fail to prepare, be prepared to fail

11. Scenario planning tool
Where are we now? •1 Current Situation
What could happen next? •2 Best / Worst / Most Likely Scenario
S W
What does this mean for us? •3 SWOT analysis
O T
People, environment, reputation,
What are our priorities? •4 business continuity, company liability,
customer relations
What does this tell us? •5 Review options
What assets and resources can be •6 Asset / Resource consideration
deployed to influence the situation?
Identify routes to take •7 Mitigation Action Plan

12. Summary
Know your businesses strengths and
vulnerabilities
Understand your stakeholders and know who is
influential
Continually monitor and evaluate
importance/impact versus volume of content
online
Ensure your team has both the right skills AND
the right temperament