when “crisis” becomes the norm: image repair strategies ... · a tale of two nonprofits . take...
TRANSCRIPT
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When “crisis” becomes the norm: Image repair strategies for today’s
merged media environment
Stan Polit University of Pennsylvania Law School
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One of these things is not like the others…
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As you know, something big is about to hit the United States… -soldoutaftercrisis.net
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Rethinking…CRISIS
Who we trust?
Why we trust them?
How we can be trusted like them?
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Lessons learned from #crisis
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How have the top five circulating newspapers been discussing crises?
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Mentions of “Crisis” (1990-2012)
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Source: 2012 Edelman Trust Barometer
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We don’t always trust the media…
but when we do…
We trust traditional
media the most!
Source: 2012 Edelman Trust Barometer
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The media gains credibility… …WHILE…
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62% of Americans don’t trust company information coming from CEOs!
60% of Americans believe corruption is “widespread”!
Source: Gallup Poll (05/10/12), 2012 Edelman Trust Barometer
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How do we build trust when the sky is falling?
Align your messaging strategies with the self-interest of your audience through…
EDUCATION
MARKETING
LAW
Source: Rothschild, M. L.(1988). Carrots, sticks, and promises: A conceptual framework for the management of public health and social issues behaviors
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Education…or why everyone hates Goldman Sachs
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CEOs Social Media Aversion
Source: 2012 CEO.com Social CEO Report
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Netflix’s Facebook Dilemma
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How a CEO Twitter account saved this man’s life…
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81% believe Social CEOs are better leaders 83% believe Social CEOs are more trustworthy 93% believe Social CEOs are better equipped for crisis management
Take Away #1 Embracing social media allows leaders to better educate their audiences and gain crisis capital
Source: Brandfog 2012 CEO, Social Media, and Leadership Survey
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Marketing: Can a sandwich make the situation “right”?
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Crisis marketing: Love Connection Style?
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A tale of two nonprofits
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Take Away #2 Successfully marketing your message
requires not just a great product, but also a framework for
continuous relationship building
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Law: The Boy Scouts of America not practicing what they preach
Source: www.scouting.org/scoutsource/Marketing/MarketingArticles/PlanningForCrisis.aspx
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Your crisis...
A hot potato!
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Firestone Crisis: Whose crisis is it anyways?
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When a chicken sandwich represents more than a chicken sandwich…
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The house always wins so…. Take Away #3
In a crisis, you cannot escape the law, so emphasizing
compliance is crucial
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Key Take-Aways
1) Embracing social media allows leaders to better educate their audiences and gain crisis capital
2) Successfully marketing your message requires not just a great product, but also a framework for continuous relationship building
3) In a crisis, you cannot escape the law, so emphasizing compliance is crucial
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The ultimate crisis currency…
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Special Thank You
Center for Risk and Crisis Communication
Conference Planning Committee
University of Pennsylvania
Questions?