LESSONS FROM CRISES

FOR PR & JOURNALISM

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Contemporary  journalism  and  public  rela4ons  prac4ces  have  been  enhanced  as  well  as  challenged  by  the  emergence  of  social  media  pla:orms  throughout  all  

aspects  of  society.        

Ques4on  remains  for  2013      

PR  +  Journalism  =  Friends?  

INTRODUCTION  

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Goals  and  Objec5ves    

Audience  Analysis    

Listening  &  Monitoring    

Crisis  planning  &  playbook    

Scenario  &  Educa5on  Training    

Crisis  history    

Corporate  Culture    

Frontline  &  Senior  Employees    

Strategic  Storytelling          

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Emerging  Specializa5ons  

•  Emerging  specializa4ons  such  as  real  &me  marke&ng,  visual  storytelling,  and  strategic  storytelling  within  social  media  have  raised  both  opportuni4es  and  challenges  for  public  rela4ons  professionals.  

•  Mobile  and  data    •  Wearable  Technologies  •  Blending  the  fields  of  PR  and  journalism      

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PR  professionals  on  social  media    

• Focuses  on  government,  non-­‐government  organiza4ons  

• Ex.  CDC,  FDA,  Susan  B.  Komen  Founda4on  

PUBLIC  CREDIBILITY  

CRISIS  

• Focuses  on  corpora4ons,  private  enterprise  and  industry  

• Ex.  Domino’s,  KitchenAid,  Burger  King,  KFC,  Applebee’s  

BRAND  CRISIS  

• Focuses  on  individuals,  celebri4es,  and  corporate  execu4ves  

• Ex.  Lance  Armstrong,  Charlie  Sheen,  Tiger  Woods,  Kenneth  Cole,  Anthony  Weiner  

PERSONAL  CRISIS  

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Recent  Crises  

•  Crisis  situa5ons  –  Hurricane  Sandy  (2012)  –  Super  Bowl  Power  Outage  (2013)  –  Kevin  Ware  Injury  (2013)  –  Boston  Bombing  (2013)  

•  Others  to  consider  –  Amy’s  Bakery  (2013)  –  HMV  (2013)  Firing  of  employees  &  mass  twee4ng  –  Anthony  Weiner  Poli4cal  Crisis  (2013)  

 

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Kevin  Ware  &    

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•  Trends  &  Implica4ons  –  Transforming  crisis  into  opportunity.  –  Power  of  ac4ons  through  visual  storytelling.  –  Establishing  consistent  pla:orm  for  voice  

throughout  crisis  (UofL  Athle4cs,  ULFlyingCard,  and  Kevin  Ware’s  verified  Twiber  account).  

–  Engagement  among  community  to  branch  out  into  other  social  media  ecosystems  (ex.  Kobe  Bryant,  Lible  Wayne,  White  House).  

–  Presence  at  White  House  Correspondents  Dinner  &  Leberman  

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•  Power  of  owned  media  &  increase  presence  in  real-­‐4me  communica4ons  

•  Issues  pertaining  to  real-­‐4me  marke4ng  among  brands  and  marketers  (Guy  Kawasaki  &  Epicurious)  

•  Visuals  and  videos  dominated  social  media  updates  (mul4media  components)  

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Google  Glasses  

•  Press  conferences  /  personal  teleprompter  

•  POV  videos  (similar  to  Go  Pro)  •  Eye  witness  accounts  in  crises  •  Rise  of  Privacy  issues  •  Health  ini4a4ves  &  life  saving  apps  in  

disasters  (ex.  CPR)  •  Eye  witness  reality  showcases  •  “On  the  record”  to  be  shared  across  

mul4ple  pla:orms  •  Policies  and  procedures  •  Ci4zen  repor4ng  •  Community  building  

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Google  Glasses  Apps  

•  Watchup  (news)  &  NY  Times  •  Social  Media  News  –  Mashable  &  Marke4ngLand  

•  Evernote  for  Glass  (photos  and  notes)  

•  Social  Media  (FB,  Twiber,  Google+,  Glassagram)  

•  Glassenta4on  (presenta4on)  •  Wandrebee  (photoblogging)  

“My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query

at all. You'd just have information come to you as you needed it. And

[Google Glass] is now, 15 years later, sort of the first form factor that I

think can deliver that vision.

Sergey Brin Google Co-Founder

Source: TED Bio [http://www.ted.com/speakers/sergey_brin.html]

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Best Practices & Tips

•  Social media is just the beginning •  Crises can arise for PR and journalists online and offline

– and stay online forever even after incident •  Setting up guidelines is key & learn from experiences •  Crises are part of PR & Journalism DNA •  Evolution of relationship – PR and journalists need to be

partners •  Education and training in social & mobile media together •  Facing the same challenges in crisis situations involving

new media (social media and wearable technologies)