Download - Alabama PRSA
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Protecting Your
Reputation and Brand
In the Crisis You Never
Expected
Laura Howe
@infobabe
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A lie will travel half way around theworld while the truth is putting itsboots on.
-Mark Twain
0r-C.H. Spurgeon (1859)
or
-Portland, Maine
Gazette (1820)
American Red
Cross
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What is Your Goal in a Crisis?
Contain
Mitigate
Improve
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The Wild, Wild West of Media
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A Changing News World
Fewer resources in traditional news organizations
+
more demand for content
+
more outlets producing information products
=
More people working with less editorial oversight
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Everybodys a Reporter
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Three Pillars of Good CommunicationStrategy
Proactive
Communications
Reactive
Communications
Interactive
Communications
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Know Your Playing Field
22%
18% 18%
24%
16%
30%
26%25%
18%
14%
26%
15%
23%
20%
13%
4%
1% 1%
3%2% 1%
0% 0%
2%1%
0%1%
2% 2% 2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Sept '06 Jan '07 Nov '07 Apr '08 Sep '08 Jan '09 Nov '09 Jan '10 Nov '10 Jan '11 O ct '11 Jan '12 June '12 Nov'12 Jan'13
Much More Favorable Much Less Favorable
Did the information that you saw, read or heard give you a more favorable or less favorable impression of the
American Red Cross or did it have no impact on your opinion of the American Red Cross?
Target is to hold much less
favorable stories at or below1%.
Proactive
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Have a Plan
1) Know Your Critics and Your Supporters
Proactive
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Have a Plan
2) Know and Anticipate Your Problem Areas
3) Message For Those Before the Problem Happens
Proactive
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Have a Plan
4) Have a place where you can tell your positivestory without the filter of the media
Proactive
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Law of Proportionate Response
You control your response
Not everything requires your response
Not everything requires your response on
camera or a direct quote from a spokesperson Just because the media asks for an interview doesnt
mean you have to give them one
Sometimes the best response is in writing-statements, truth matrix
Sometimes its not a media problem
Not everything requires a response from yourprinciple
Reactive
Contain, Mitigate or Improve Your Situation
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Social Is the Canary in the Coal Mine
Interactive
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Make it Part of Your Organizations DNA
Establish your social program before the crisis
Be fast and nimble
Train other people in your organizationEngage, engage, engage
Have a system to get situational awareness to your
decision makers
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Over 2.5 millionposts pulled in for review 2,386 responses sent to members of the public 31 trained digital volunteers 229posts about needs in affected areas sent to operations team Over 1,900 pieces of social content
Social during Sandy
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In Summary
Contain, Mitigate, Improve
Proactive, Reactive, Interactive