Fasten Your Seatbelts: Handling a Crisis Head On
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1 Fasten Your Seatbelts: Handling a Crisis Head On
2 BE CAREFUL WHAT YOU ASK FOR
3 hamlincommunications.com
4 hamlincommunications.com
5 hamlincommunications.com
6 hamlincommunications.com
7 DON T UNDERESTIMATE THE CUSTOMER
8 hamlincommunications.com
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11 hamlincommunications.com
12 SECURITY FIRST?
13 hamlincommunications.com
14 hamlincommunications.com
15 EXERCISE: WHAT KEEPS YOU UP AT NIGHT?
16 WHAT THE PUBLIC WANTS: To feel informed Not left in information vacuum To be able to make sense of the situation To decide on actions to take hamlincommunications.com
17 CASE STUDY: EQUIFAX
18 EQUIFAX hamlincommunications.com
19 hamlincommunications.com
20 CASE STUDY: NETFLIX
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22 hamlincommunications.com
23 CASE STUDY: WELLS FARGO
24 hamlincommunications.com
25 PREPARE. PREPARE. PREPARE.
26 FOUR STAGES OF A CRISIS: 1. Readiness 2. Response 3. Reassurance 4. Recovery hamlincommunications.com
27 STAGE 1: READINESS 1. Anticipate potential crisis and prioritize 2. Identify affected stakeholders 3. Prepare for controversial issues Media outreach Videos Blogs 4. Holding statements 5. Key messages hamlincommunications.com
28 HOLDING STATEMENT 1. What is a holding statement? Allows you to control the narrative Communicates awareness and action Establishes organization as THE resource for reliable and confirmed information Creates hashtag if needed hamlincommunications.com
29 HOLDING STATEMENT EXAMPLE We are aware of the protest being held at our location in Raleigh. We are in the process of understanding the participants concerns and identifying how we can engage with them. hamlincommunications.com
30 KEY MESSAGES 1. Explain the situation 2. Take responsibility 3. Apologize/communicate compassion for those impacted 4. Provide confirmed details 5. Outline next steps hamlincommunications.com
31 EXERCISE: MESSAGE DEVELOPMENT
32 SOCIAL MEDIA AND CRISIS
33 SOCIAL MEDIA & THE NUMBERS: 25% Verified journalists on Twitter 59% Journalists on Twitter 53.9% Journalists who use Twitter regularly hamlincommunications.com
34 BEFORE CRISIS STRIKES: Develop strong social media presence Monitor conversations Identify crises in the making o Customer complaints o Stakeholder concerns o Activists Develop workflow for trigger points Plan on social media presence during potential crises hamlincommunications.com
35 MONITORING SOCIAL MEDIA: Appropriate Inaccurate Low Risk High Risk hamlincommunications.com
36 BEFORE A SOCIAL MEDIA CRISIS: 1. Identify roles 2. Develop templates 3. Write pre-approved blogs and tweets 4. Identify tone hamlincommunications.com
37 SOCIAL MEDIA IN A CRISIS: 1. Claim the crisis 2. Post holding statement 3. Show empathy & apologize 4. Create hashtag 5. Pause scheduled posts 6. Don t engage crazy 7. Know when to take it offline 8. STAY ENGAGED hamlincommunications.com
38 hamlincommunications.com
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40 hamlincommunications.com
41 EXERCISE: SOCIAL MEDIA STRATEGY
42 PREPARE WITH A PLAN
43 KEY ELEMENTS: 1. Intro 2. Activation 3. What defines a crisis 4. Crisis team 5. Roles and responsibilities 6. Social media procedures 7. Approved spokespeople 8. Step-by-step procedures hamlincommunications.com
44 OTHER ELEMENTS: 1. Crisis-specific messages and statements 2. Backgrounders 3. Bios 4. Social media accounts; passwords 5. Contact lists 6. lists hamlincommunications.com
45 OTHER CONSIDERATIONS: 1. Dark page 2. Media training 3. Employee communication before a crisis 4. Recording of all actions 5. Evaluation 6. Follow up 7. Ongoing changes 8. Practice. Practice. Practice. hamlincommunications.com
46 EXERCISE: 10-STEP CRISIS CHECKLIST
47 CRISIS RESPONSE IN 10 STEPS 1. Activate crisis team 2. Launch holding statement 3. Pause scheduled social media posts 4. Gather confirmed information 5. Identify key stakeholders 6. Develop key messages 7. Communicate with employees, board members, elected officials 8. Identify and launch traditional and social media communication 9. Monitor traditional and social media 10. Provide timely and ongoing updates hamlincommunications.com
48 MEDIA RELATIONS AND CRISIS
49 BEFORE A CRISIS Build strong relationships with media BEFORE a crisis strikes Hold media orientations Train approved spokespeople Educate your team on importance of media in a crisis Practice hamlincommunications.com
50 THE INTERVIEW Prepare key messages Anticipate difficult questions Own the incident Exhibit leadership Discuss only confirmed information Post link to interview on social media (Only if it s a good one.) Provide solutions or action for those affected hamlincommunications.com
51 THE QUESTIONS IN INTERVIEW 1 YES What happened What are you doing about it NO Why did it happen Who is to blame hamlincommunications.com
52 CASE STUDY: CARNIVAL CRUISE LINES
53 hamlincommunications.com
54 SPOKESPERSON DOs and DON Ts DO Be honest Keep tone consistent with crisis Show compassion Make eye contact Stay on message Focus on What, When & Where Keep it simple Be aware of the backdrop hamlincommunications.com
55 CASE STUDY: MMA RAILWAYS
56 MMA RAILWAYS hamlincommunications.com
57 SPOKESPERSON DOs and DON Ts DON T Lie Blame employees Blame customers Refuse to apologize Read a statement Speculate Repeat negatives hamlincommunications.com
58 Fasten Your Seatbelts: Handling a Crisis Head On
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