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Jonathan Hemus, June 2013
US Airways Hudson River Crash
Good Relations, December, 2012
Many organisations are unprepared
The consequences of being unprepared
NatWest endured a social media backlash when it failed to solve a technical problem OR communicate effectively with its customers
The benefits of being prepared
Embracing social media in your crisis planning• Develop, communicate & embed a social media policy• Re-consider your reputational risk assessment• Implement online media monitoring• Create a crisis communication hub• Develop a process to mount an online response• Develop skills to mount an online response
Develop, communicate and embed a social media policy
Re-consider your reputational risk assessment
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LIKELIHOOD OF RISK
IMPA
CT O
F R
ISK
Implement online media monitoring
Create an online crisis communication hub
Develop a process and resources to mount an online response
Be prepared!
Be prepared!
Develop processes and resources to mount an online response
Develop processes and resources to mount an online response
Develop skills to mount an online response
10 principles for handling a social media crisis1. Calibrate your response - determine seriousness of incident/issue
2. Agree communication strategy and messages
3. Acknowledge the issue quickly
4. Update regularly
5. Drive people to a central online hub
6. Take control, show you care, demonstrate action
7. Communicate context
8. Tone of voice is crucial – talk like human beings!
9. Interact with people where appropriate
10. Be authentic to the brand and your values
Your objective – protect PetsPeople’s reputation
Technical points:
Save statements and plans as “DRAFT” until you have completed them; then “PUBLISH” them
Save work regularly; when crisis points pop up, click “close” rather than “view” to avoid losing unsaved work
One person per team working on statements or plans
Jonathan Hemus, June 2013