Real life crisis communication tips and tools for PR professionals.

1. TransparentistheNewBlack
Lisa Du Bois Low
Director, Communications & Multimedia
TexasTech Alumni Association
@ldlow
Slideshare.com/ldlow

2. WhoAreYou?
Twitter
Networking, breaking
news, knowledge base/resources
LinkedIn
Networking, exchange
expertise, increase your
visibility, special interest groups
Blog/Website
Showcase your talents
Facebook
Personal space
#AWCConnect

3. WhoamItotellyouabout crisiscomms?
Scott Pelley is my BFF
Not really. But he is aTexasTech
DistinguishedAlumni!
TechAlert!
I was involved in the
sourcing, integration and
implementation ofTexasTech’s first
alert system.
18Years of Comms/Mktg
Yes I am that old. I remember
netscape.
Mike Leach
‘Nuff said.

4. Transparentisthenewblack…

5. Areyoureadyforacrisis?
There’s nothing like a crisis to bring
out the worst (and the best) of your
organization. No matter how
prepared you think you are.
Bad news:
 You can have the perfect plan
and still feel unprepared …
Good news:
 The more you plan and
practice, the more efficient and
timely your response will be.

6. Read,learn,ask…

7. ProtectYourBrand
The EASIEST way to protect your brand is preparation.
How quickly you respond to a situation makes all the
difference.
The new media landscape demands quick, detailed
information. Without it, media will prolong the story
until they get the information they want. What are you
willing to share and with whom?
Getting accurate information out quickly allows you to
stay in control. The longer you wait to release
information, the more the negative sentiment builds.

8. ProtectYourBrand
Transparently, through valuable, honest communication.
Consistently, through clear and aligned messaging in one
strong voice.
Credibly, through trustworthy, authentic and effective
spokespersons.
Rapidly.
Rapidly!
RAPIDLY!!!!!

9. Ifyourplandoesn’tinclude
positive,ongoingPR,you’llbethisguy
…#winning

10. Howtransparentisyourleadership?
Don’t wait to find out during a crisis.
Work through scenarios in brief training exercises.
Gain support…talk through current examples.
ExecutiveTeam
Board Leadership
University Leadership
TransparentisNOT
“onesizefitsall!”

11. Don’tHangYourHatonOneMessage
If you promote one aspect of your brand it could backfire.
Choose diverse elements of your value proposition.
Ongoing, positive earned media relations
works…reporters are human beings.

12. What’sinyourgobag?
Pad/pencil/staff
directory
Mophie/extra charger
Apps (synced)
Evernote
Google Drive
Native Notes/Contacts
Twitter/Pages
Wordpress
Angrybirds
USB Flash Drive
Backend website
Sample Comms
Releases
Social Responses
Distribution Lists
Asset Lists
Owned
Earned
Shared
Multiple, redundant!

13. We’resmallshops…whatcanwedo?
Have a plan.
Get out of your office.
Practice, practice, practice.
#AWCConnect

14. Doyoutweet?
Keep it clean. Don’t be snarky.
Remember if you mention
someone, they are probably listening.
Tweet: 140 characters or less
@: Sends a tweet directly to another
twitter user (public)
DM: Sends a tweet directly to another
twitter user (private)
RT: Retweet someone's tweet
Hashtags:The # symbol is used to
mark keywords or topics
 Find interestingTweets
 Connect with like-minded
Tweeple
 Virtually attend conferences
and events without leaving
your office
#AWCConnect

15.  Take a breath, count to
10, play angry birds.
 Talk to a colleague.
 Stick to your
policy/guidelines.
Don’ttakethetrollstooseriously.

16. LockandLoad!
http://chronicle.com/blogs/profhack
er/six-steps-for-checking-your-
facebook-privacy/30402
Step 1: Acceptance
Step 2: Check your settings andTOS
Step 3: Stay informed
Step 4: Know thy friends
Step 5: Have a plan
Step 6: Rinse & Repeat
Facebook Privacy Settings
Apps (FB + Others)
Geo-based
Syndication
#AWCConnect

17. Drawtheline,orsomeoneelsewill
drawitforyou.
#AWCConnect

18. Email: lisa.low@ttu.edu
@ldlow
Get the deck: slideshare.net/ldlow