This is a Keynote presentation I delivered for an AUT guest lecture, on reputation management in a social media age. Using examples of corporate crisis, and daily practice from my career in public relations, I argue that maybe it's time we rethink the word 'crisis'.

1. Reputation management
in a social media age
AUT guest lecturer:
Mikela Dennison (MCS)

2. Hi, nice to meet
you
The Clarity Business
Master of
Communications (First
Class)
bFM, Homebrew, Core,
Cassette, PRiNZ, AUT
Twitter: @mikelaPR
Blog: Shape The Message

3. Reputation
Management 101

5. "It takes 20 years to
build a reputation and
5 minutes to ruin it"
Warren Buffett

6. New technology

9. Is the definition
of 'crisis' changing?

10. In the beginning...
Product recalls
Corporate misdeed or greed
Financial errors
Staff issues
Manufacturing practice

11. What's the situation
today?

12. Reputation in 2014
Consumers trust ads less, and create their own
content about brands and products
Consumers (you and me) are more connected
than ever before: local is global and vice versa
Organisations are waking up to two-way
communication
'Crises' are more frequent, more intense and
more global in their reach

13. These days a crisis
can be from a...
Photo or video
Tweet or article
Leaked document
Offhand comment
Misread of the times
Comment taken out of
context

14. One way or two
way?

15. Crises to consider
Air New Zealand's Sports
Illustrated safety video
Fonterra milk products
and pipe issues
LA Clipper's owner's
racism goes viral
Lululemon
Abercrombie & Fitch

16. Reputation goes
social

19. Every day role of
new tech
Hootsuite and issues management
Google Alerts for client names, topics, cues
Media monitoring for coverage
Social media sites
Protocols for issues management and
escalation
Train clients with more than traditional media

21. Listening tools

22. Proactive listening
Twitter lists and saved streams
Blog forums and comment sections
Research and focus groups
Social media conversations
Preempting your issues management
and strategic crisis preparations

25. Responding

26. It's been said that
consumers are 80% less
likely to make a product
purchase after seeing a
negative review online

28. Client expectations

30. Tech tools in a
crisis
Live Twitter Q & A
Linking to corporate blog
Video response
Vocal advocates online
Link to commonly asked questions

31. What are the risks?
Hashtags go haywire #oops
Popular social users go viral
Turning a blind eye or going silent
Deleting comments #screenshot
Not going to where the crisis started
Taking too long to respond or the competition
jumps on it

32. What's ahead?