Crisis Management

The New Rules of PR and CommunicationGroup C

Christina Reyes - Jose Campinho - Hector Saracho Stefanie Coroalles - Lukas Karrer - Yuko Isomura

The New Rules of PR and Communication

• Monitor• Plan – Act / React• The conversation – Real-Time 2 way communication• Engage with your Customers – Adapt• Social Media and Employees

Monitor

• Online communication and especially online buzz should be monitored

• Establish reporting system to monitor existing social media• Know what your customers say and read about you

“Dell lies; Dell sucks” Case, June 2005

Plan - Act / React

• Plan actions: – Any communication activity online should

be planned

• Plan reactions:– Create a Social Media Emergency response Team (community

managers) – Train team on how to answer and react to threats– Prepare information and training material for prevention, safety and

what to do in case of an imminent threat

The conversationreal-time 2 way communication• Online communication and PR today is a 2 way conversation• Happy customers will talk positively about you• Communication is real-time• Customers expect an answer within 24 hours• Customers expect to be listened to• Word of mouth is extremely powerful online. If customers

talk positively or negatively about you will have a great impact on your brand.

• Talk to your customers on an on-going basis• PR is on-going, it never stops

Engage with your Customers

• Listen to your customers and engage with them – United breaks Guitars, July 2009

http://www.youtube.com/watch?v=5YGc4zOqozo• React to the buzz and the comments customers make online• Engage in real open conversations with customers• Some rules on engaging:

– Deleting comments is not enough– Do not ignore negative comments– Be nice– Be honest– Accept your mistakes– Don’t get defensive– Don’t insult– Don’t troll your competitors

The whole Foods case, July 2007– Don’t annoy bloggers and influencers

Belkin’s positive review Case, January 2009

Engage with your Customers

Bad case Practice• Nestle Kit Kat – Palm oil case

– http://www.greenpeace.org.uk/files/po/index.html– http://www.socialmedialibrary.co.uk/blog/2010/03/n

estle-facebook-response-leaves-sour-taste

Good case Practice• Unilever – Palm oil

– http://www.unilever.com/sustainability/environment/agriculture/palmoil/

Engage with your Customers - Adapt

• Actions need to follow promises – be honest with your customers

• Adapt to your customers• Adapt to their expectations• Be where your customers are

Social Media and Employees

• Be vigilant on how employees use social media• By their behaviour online, employees can be a great threat to

a brand• Create a Social Media Policy

http://www.slideshare.net/massimoburgio/social-media-marketing-networks-etiquette-and-inspirations-5903134

• Educate employees on risks – “Don’t be Stupid”• Create rules of engagement for employees on

social networks

• Domino’s Pizza case, April 2009• Chrysler Twitter case, March 2011

Additional Sources

• 10 Of The Biggest Social Media PR Disastershttp://www.datadial.net/blog/index.php/2011/09/06/10-of-the-biggest-social-media-pr-disasters/

• 5 Lessons from Social Media PR Disastershttp://www.theatlantic.com/business/archive/2010/03/5-lessons-from-social-media-pr-disasters/37977/

• 10 Rules for Successful Social Media Communication http://www.online-communication.eu/simple_rules/

• The New Rules of PR http://www.davidmeermanscott.com/documents/New_Rules_of_PR