online crisis communications: uitm colloquium
DESCRIPTION
“Online Crisis Communication Response and Engagement in the Digital Age” presented at UiTM's "PUBLIC RELATIONS COLLOQUIUM:MANAGING CRISIS IN A DIGITAL MEDIA ENVIRONMENT” Dec 4th, 2014TRANSCRIPT
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trinetizen.com
“Online Crisis Communication Response and Engagement in the Digital Age”
~ Julian Matthews,
Director, Trinetizen Media
PUBLIC RELATIONS COLLOQUIUM:
“MANAGING CRISIS IN A DIGITAL MEDIA
ENVIRONMENT”
Organised by UiTM, Dec 4th, 2014
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trinetizen.com
Nov 23rd, 2014: LRT danger
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Group MD tweets1.19pm Nov 23
1.21pm Nov 23
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Facebook post Tweet @MyRapidKL
Re-tweet media tweets
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trinetizen.com
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trinetizen.com 6
2012: Old pic from 2006 posted as new
Be ready to act fast
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Good news, get it out fast,Bad news, get it out faster *
*Caveat: Information is verified
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Reactions in a crisis
POOR
Defensive – take it personally
Decline to comment
Deny or lie
Deflect – taichi, play blame game
Downplay
BETTERAccept – that it has
happened
Acknowledge – to those affected, media, public
Assure – show you care, calm fears
Apologize (if you have to) and be specific, express regret, suggest remedy
ACT – assess your allies, plan your action, act out your plan
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trinetizen.com
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The numbers
100 hours of video uploaded per minute
1.3B active users16M in Malaysia
600M active users
550M active users
43M mobile subscribersin Malaysia
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Characteristics of “viral video”
• Acceleration: Spreads fast
• Amplification: A small issue
appears larger than it is
• Authentication: If it seems real,
people pass it on. (Some users can
spot fakes fast.)
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Digital media training
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MH370
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Empathy for companies/orgs
• Age of the unfiltered: Many newsfeeds, streams, sources of information
• Empowered citizenry: Everyone can be a journalist/publisher – exponential growth of mobile devices
• Lack of resources: One-person show, no budget, too many new apps
• Untrained staff: Management’s old-school thinking, slow to embrace technology, unwilling to change or spend on training
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Does your organisationhave any of these in place?
• Social Media Monitoring
• Social Media Policy & Guidelines
• Social Media Audit
• Social Media Training
• Social Media Community Outreach
• Social Media Crisis Response Flowchart
• Social Media Crisis Communications Plan
• Social Media Crisis Simulation
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Takeaways1. SOCIAL MEDIA: Plan and setup a social media
presence: Facebook, Twitter, Instagram, YouTube, Vine, Google+. Use your social media channels to engage and provide feedback from your constituents, followers, fans, stakeholders
2. REPUTATION: Video is going to impact your work in profound ways. A single video can damage your reputation and spread like wildfire. Be prepared to respond with video.
3. PERCEPTION: The perception of the public, how people view what you do, is just as important as what you do. Invest in training for social media skills, video skills, crisis comms and PR skills.
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“In the past you were what you
owned. Now you are what you
share,”Charles Leadbeater