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Crisis PR In A
Digital World
Steve Dunne
Crisis PR In A Digital World
Crisis PR In A Digital World
Crisis PR In A Digital World
Crisis PR In A Digital World
Crisis PR In A Digital World
The Streisand Effect
Don’t Automate!
Watch The Hackers!
Who Knows The Password?
Public Tweet Displays
DON’T PANIC!!!!!!
Crisis PR In A Digital World
Preparation, Preparation, Preparation
Knowing The New Rules of The Road….
Knowing The Channels Available To The Protagonist……..
Monitoring & Vigilance….
Strategies and Tactics to Neutralise the Crisis
What is a Crisis?
It doesn’t have to be a death……
It doesn’t have to be an injury……
It’s not just the company involved that’s impacted…….
A crisis is when you come under the sharp focus of the media in a way that could damage your reputation and that of your industry…
In The Past…..
Crises followed a formula…
Incident occurs….
The Golden Hour….
The Action Zone
Blame Time
The Recovery
Appointed team from CEO to Operational staff
A Brave New World
History Shows The Future….
Newton’s Third Law….
“For every action there is an opposite, and equal, reaction….”
Sir Issac Newton
1643-1727
Kryptonite
The Kryponite Bike Lock Company
Crisis & Issues Management Today
“There is literally no barrier to entry to
using the Internet and the tools, such
as blogging, forums and groups, it
provides. Indeed it is often easier, and
certainly more cathartic, to just take
your grief out on the Internet”
A World of Unedited Conversations
The Crisis Management Manual
Crisis Management
The Crisis Communications Audit…..
The Crisis Management Team….
The Eternal Vigilance……
Knowing The Protagonists….
The Strategic Response…….
The Tactics To Deploy…….
The Crisis Audit
Questions To Ask of Yourself
Are you listening to conversations
taking place outside of traditional
media?
Have you the infrastructure to
respond quickly?
Are there teams allocated to on-line
response?
Do you have procedures in place?
Do you have a dark site?
The Changing Landscape
of Crisis Management
The Changing Landscape of Crisis Management
Citizen Journalism Micro Blogging
Corporate Hate Sites On-line/Off-line
Media
Opinion Sites
User Generated Sites
The Protagonists
The Digital Citizen
The Digital Citizen
The Digital Native!
The Digital Citizen
The Digital Natives!
The Digital Citizen
The Citizen Journalist
The Digital Citizen
The Digital Citizen
They don’t read newspapers & rarely magazines…
They have reduced attention spans…
They respond to visual and audio stimulation…
They are the 24/7 Generation that want to be mobile…
They share information, opinions and recommendations rather than depend on media…
They are selfish in consumption, spoilt by choice…..
Web 2.0
Web 3.0
The Citizen Journalist
7th July 2005….
7/7 & Citizen Journalism
“….We never factored in that the public would play such a massive role in breaking the story to us rather than us breaking the story to them….”
Felicity Cowie,
Producer
BBC News 24
Citizen Journalism
Buncefield & Citizen Journalism
Citizen Journalism
“Journalists cannot hope to reflect the world as well as the world reflects itself…..”
Dan Gillmour
The Media & Citizen Journalism
Citizen Journalism
Not trained professionals
Don’t check stories…
Don’t seek secondary
sources….
Don’t have a News Editor
Don’t have advertisers
Highly subjective & often
emotional about topics
Hate, Anti and Spoof Sites
Spoof Sites
Hate Sites
Anti Sites
The Trigger For Hate Sites…
“….It was not the poor treatment received from United but, rather, the subsequent disregard for a serious, polite complaint, which led to the creation of the Web pages……”
The Attitude Behind Hate Sites…
"Although I started the site
because of a small complaint, now 2
years and 20,000 plus postings later
I realize how much more widespread
and serious American Express'
wrongdoing is. It has led me to
realize that I am doing a real public
service by alerting the public to the
dangers of dealing with Amex."
The Attitude Behind Hate Sites…
“This website has been started
because CEO Jeff Mezger and
other executives at KB Home,
have chosen to ignore us and
our many requests to "buy
back" this home…..”
Hate Sites & The Law
Social Media Staff Guidelines
When Twitter Goes Bad
Tweet in Haste – Repent at Leisure
Habitat UK & Twitter….
How Breaking News is Changing
The Changing Landscape of Reporting
News….
“This is a story that broke on
Twitter first and continued to unfold
from there. Eyewitnesses were
posting comments about the shock
of seeing the plane 'dive' and
amazement of passengers walking
out of the wreckage. It was a
dramatic image of a fractured plane
posted on Twitter.com that was the
first worldwide view of the Turkish
Airlines crash.”
So, Why is Twitter so Important?
Where News Breaks First…
Re-Tweets
The Changing Landscape of Reporting News….
The Power of User Generated Sites
Forums & Chat Rooms
A Digital Crisis Strategy...
Monitoring & Vigilance
Systems To have
In Your Arsenal
Step One
Social Media….
What is Social Media?
Blogging
Prosumer Sites Virtual Worlds
Social
Bookmarking
User Generated
Sites Social Networking
Location
Social Networks
MONITORING & VIGILANCE
Systems To have
In Your Arsenal
Searching For Images?
The Twitter Success!
Search & Findability
PR & Findability
The words that
match
The most fresh
content
The most popular
content & websites
Finding The bloggers!
Location, Location, Location
Step Two
Location, Location, Location
Findability
Tagging
Linking
Sponsored Links
Winning & Harnessing Advocates
Step Three
Social Networking….
Being Proactive
Step Four
Dunkin Donuts
The Decision To Give Oxygen
A Citizen Journalist Strategy
Citizen Journalists are here to stay…..
Be proactive – expect them to report….
Don’t let them beat you to breaking the story…
Engage and embrace…
Structures in Place
Dark Sites
A Virtual Press Office is A Must!
Why Do We Need A VPO ?
We live in a rolling news world with demand from media 24/7….
Increasingly freelance journalists live globally in different time zones….
Media want a resource that can be freely drawn upon…
The emergence of the digital age journalist…..
The Digital Age Journalist…
I work for a newspaper and I heard
that our local MP attended one of
your events recently. The virtual
press office is where I would expect
to find a press release or possibly a
photo from that event
Strategies & Tactics…
Strategies & Tactics…..
Create Your Own Army of Advocates….
Create Positive Content (and lots of it…)
Think in terms of the vernacular of the protagonists… Tagging Positioning Linking
Contribute to Blogs and websites & get the links
Strategies & Tactics…..
Occupy the top position in search engines
Sponsored links
Search engine optimisation
Build presence by using social book marking….
Create A Corporate Blog…
Populate user generated Sites
Dark Sites
A Cornerstone of Any
Digital Crisis Management Strategy
Elements of An Effective
Digital Crisis Strategy
Consistent monitoring of traditional and non-traditional
media…..
Developing a management processes of the online
footprint …….
Establishing proactive online engagement protocols…..
Updating existing crisis training programs…..
Ensuring appropriate balance between traditional and
social media activity
Elements of an Effective
Digital Crisis Strategy
Establishing a social media footprint before a
crisis hits…..
Recognizing that social media is still only a
channel – Content is king!
Elements of an Effective
Digital Crisis Strategy
Pushing The Bad News Down
Social
Networks
Corporate
Website
Blog
User
generated
Content
Sites
Social Book marking
Multi media
on site Podcasts/Vodcasts
Directories
Prosumer sites
Directories
History Shows The Future….
Newton’s Third Law….
“For every action there is an opposite, and equal, reaction….”
Sir Issac Newton
1643-1727
Stay in touch – And Say Hello!
http://twitter.com/stevedunne
Crisis PR In A
Digital World
Steve Dunne