Crisis Communication in the Digital Age
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Transcript of Crisis Communication in the Digital Age
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Crisis Communication in the Digital Age
18 February 2011
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Jane Jordan-Meier • President of Jane Jordan & Associates • Co-founder of Media Skills, international
media training consultancy • Author of “The Four Highly Effective
Stages of Crisis Management: How to Manage the Media in a Crisis” (March, 2011)
• Pioneered four-stage approach to crisis management adopted in Australia, New Zealand and North America
Thh Dhhhhhh Ahh
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Overview: Digital Media meets Crisis Communication
• Social Media, the “new normal” for crisis communication • Plans flawed, incomplete without social media • Media follow predictable patterns in a crisis • Top Dog not always best •Trust is the “new black” • Plan with “end in mind”
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What is a Crisis?
• A show-stopping, people-stopping, event-stopping, country-stopping event
• Media spotlight is firmly on you, your brand, your response
• Significant business interruption • Single moment in time • ALL crises have TRIGGERING events
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What Can We Learn?
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Why Crisis Communication has
changed forever
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The New Normal
• Lightning fast, 24X7, no deadlines • People rally on-line in a crisis • Disaster information is one of most highly forwarded or
retweeted info • Everyone a spokesperson
– power of citizen journalist, power of one to power of many
• Web – more credibility • Direct communication (Qld Police) • Searching & monitoring more powerful than ever
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Predictable Patterns in Reporting
• Technology may have redefined media landscape, but patterns still apparent
• “Last big thing, next big thing” – ST Factor, Context
• News coverage of a crisis follows specific narratives; expect “certain narratives to appear at certain times.”
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The Stages of a Crisis
Fact Finding Drama Unfolding
Blame/Finger Pointing Fallout/Resolution
Fact Finding
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Stage One:“What” • First news most breaks on social media, particularly Twitter &
YouTube – New police scanner – New “vox pops” – “There is news, there is insight and then there is Twitter. It’s my feed to
the second by second pulse of life” (Guardian reporter)
• Need Twitter templates, plan in place - Test in training/drills
• Monitor all relevant consumer generated media, not just traditional media
• Establish # (hash tag)
Must Respond within first “golden” hour
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Stage Two: “How”
Focus on “victim” and response 'Save Dave' Campaign Goes Global as Macquarie Investigates 'Set-Up'
• Facebook comes into play, viral • Dirt digging, back-fill • Crowdsourcing • Compare and contrast
What’s your back-story? “Skeletons” will be revealed
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A client advisor, a model
and a bank!
• David Kiely, Macquarie Bank ogles supermodel Miranda Kerr during live cross to bank trading room
• Kiely, Kerr and Macquarie Bank become Internet sensations - 13.7 million hits on “Lord” Google, - YouTube, Facebook, Twitter, Digg, MSM - London-based Here Is The City campaigns for Dave
• “Hopefully Mac Bank will see this for what it is - trivial. And think about all that free publicity!”
• “I used to work with Dave, and he is definitely a good bloke. The pics were harmless, and Mac Bank should stand by him”
• “I'm not a banker, but I have joined the campaign regardless. The guy doesn't deserve to be dismissed!”
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Stage Three Blame/Finger Pointing: “Why?”
• Blame, “told-you so” game • Looking for scapegoats • Ridicule in cartoons • Avoid airing dirty-laundry in public • Highlight quick wins
If you speak now, prepare for battle!
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Too Slow
• Two rogue employees do really nasty things to food and post video
to YouTube – airs Monday • By Tuesday morning – 30,000 hits • Dominos “unconcerned” – “not on CNN, ABC or USA Today”!! • By Tuesday night – 700,000 views, Huffington Post, Chicago
Tribune, FOX News • By late Wed afternoon – viewed nearly a million times • Twitterville active – inc Ryan Seacrest (host of American Idol) • Google search on Dominos web site reveals link to vile video • 4PM Wednesday – Dominos release video to You Tube with
message from President Patrick Doyle
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Stage Four: Resolution
• Concluding events – Funerals, Reports, Commissions of Enquiry
• Highlight how peoples have been affected/changed • Highlight Lessons Learnt • People expect solutions/resolutions
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Mark the end!
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Stage Four Fallout
“Employers brace for wave of copycat sexual harassment claims”
“
“
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Poll
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The Good
•
Bligh struck the right note of grim determination, tinged with emotion. Gillard made right moves being in all the right places, but was often off-key wooden.
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The Bad
"We’re sorry for the massive disruption it’s caused their lives. There’s no one who wants this over more than I do. I would like my life back."
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Downright Ugly
Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at
http://bit.ly/KCairo -via Twitter for BlackBerry®Kenneth Cole
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Spokespeople in a Crisis
• Credibility is CRITICAL • Crisis is defining moment • Biggest test of a company’s values • Is the CEO capable of connecting with stakeholders in a
compelling, compassionate manner? • Go for the person that is most credible, most
believable, most authentic • Will they pass the grace under fire test?
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The “Kat” Fight
• April 2010: Greenpeace creates video parody of Kit Kat: posts to YouTube goes viral
• 4 days reaches ½ million, boosted by “naivety” on Nestle Facebook page:
- “Thanks for the lesson in manners. Consider yourself embraced. But it’s our page, we set the rules, it was ever thus.” Later apologised
• Inevitable MSM headlines: – “Greenpeace and Nestle in a Kat Fight”
• Lessons: – Expect coordinated attacks IF you behave badly or are perceived to
have behaved badly – Poor tone begets poor tone - if you are rude then expect rudeness
back – SM is time consuming, challenging if you want to make it work & remain
engaged Live for the best but plan for the worst
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Company as Publisher
“We became the media” Situation: • March 2009. Wet, floods, roads closed. Other main hospital
evacuated. A state of emergency. Panic for many. • Media isolated.
Solution: • Working remotely with agency, Innovis became the media • Newsworthy, fact-finding blog • At 5:15 p.m., the blog went live, and by 5:30 p.m., 1,500 media
outlets were monitoring Innovis • Used Twitter to “push” out info, link to blog • 10-day, 24/7 effort with NO PERSONAL CONTACT
– all email
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The Media Circus of Life:
the new normal
News breaks on Twitter entertainment & gossip sites broadcast news cite secondary sources
in print & on magazine covers collector’s copy “Dichotomy” of news – “dead” on-line, “alive” in
mainstream media
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Hashtags are critical: Qld Floods
Trending around globe • #bnefloods, #thebigwet #Qldfloods • Used effectively by Qld
police - “want more social media”
• Tweeting peaks coincided with flood peaks = vital news source
Thh Dhhhhhh Ahh
Sysomos MAP shows where in the in world people tweeted about the floods
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Hashtag Rules
• Compact
• Simple & easy to understand
– #CITYcondition
– by partners
• Low character count
• Organic - #qldfloods
• Test BEFORE crisis
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Plan
• Let values guide you • Strategy extremely important • Must have “end game” - what does “winning” look like? • Clear policy statements • Rehearsed, tested, validated
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Plan for
• Low levels of retention in crisis
- “they are only ten” • People default to type
- search for meaning • “Gossip,” inaccuracies • Unofficial spokespeople • Multiple sources • What to do IF CEO fuels the fire?
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Media in a Crisis
“Watchdogs for democracy”
Hyper-critical, skeptical
Point out flaws in order to “protect society”
Act like a form of “first-aid” - normally unacceptable
Driven to “seek the truth,” particularly if they sniff a sordid allegation, a wrongdoing, or illegal or unethical behaviour
Likely to side with the victim than with big business
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So What?
• Use the Stages to Plan - choose spokespeople - create messages including hashtags - choose partners (internal & external) - exercise/rehearse/drill/training - listening/monitoring (drives info in a crisis) - determine policy - determine response
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Final Thoughts “What happens in Vegas stays on
Google” Scott Monty, social media guru, Ford
“Internet is written in ink not pencil” Mark Zuckerberg’s girlfriend in movie “The Social Network
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Jane Jordan-Meier
www.crisismanagementbook.com @aussiechic (Twitter) [email protected] “The Four Highly Effective Stages of Crisis Management: How to Manage the Media in the Digital Age” published by CRC Press, 21 March Launches in Australia in late April/early May Contributor to Craig Pearce’s upcoming ebook
Thank You! Do connect.
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Webinar
Rob Vass: Strategic use of the Live Event
Friday 4 March 12:00 pm AEDT
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NSW Workshop
Show me the money!
Kathryn Williams
Wednesday 23 February 2011 9:00 am – 5:00 pm
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Feedback Please send us your
feedback and make suggestions for future webinar topics
http://www.surveymonkey.com/s/7JF72CL