5NEW RULES

of PR CRISIS MANAGEMENT

IN THE AGE OF INFORMATION OVERLOAD AND DIGITALISATION, CRISES – BASED ON FACTS, LEAKS OF CONFIDENTIAL

INFORMATION, RUMOURS, GOSSIP, SMEAR ATTACKS, OR OTHER SPECULATIONS… -

ARE AN EVERYDAY OCCURRENCE.

PREPARED

NESSIS MORE THAN

EVERIMPORTANT

1.

PREPARED

NESSIS MORE THAN

EVERIMPORTANT

THEY CAN ERUPT IN A FEW MINUTES, IN ANY FORM, AT ANY TIME – SOMETIMES

STARTING FROM SMALL ISSUES SUCH AS A MARKETING CAMPAIGN GONE WRONG, A SIMPLE TWEET OR A NEGATIVE COMMENT

ON A PUBLIC FORUM...

1.

NATURALLY, THIS RESULTS IN MORE ACCOUNTABILITY FOR PR

PROFESSIONALS.

“You can lose reputation that has taken many decades to build, in a simple click. This should put good PR at the centre of

things.”

MARTIN SORRELL

PREPARED

NESSIS MORE THAN

EVERIMPORTANT

WHAT CAN I DO?

1.

PREPARED

NESSIS MORE THAN

EVERIMPORTANT

PR CRISIS MANAGEMENT IS NOT JUST ABOUT MANAGING THE PR STRATEGY DURING A CRISIS. IT IS A LONG-TERM INVESTMENT TO BUILD TRUST AND

ADVOCATES.

1. DO NOT WAITFOR A CRISIS

TO BUILD - AND GROW -A GREAT

REPUTATION

PREPARED

NESSIS MORE THAN

EVERIMPORTANT

BEYOND FINANCIAL ASSETS, MUCH OF THE VALUE OF A BUSINESS IN

TODAY’S WORLD IS IN THE INTANGIBLES THAT HAVE TO BE EARNED, SUCH AS

REPUTATION AND A GOOD NETWORK OF SUPPORT.

1.

PREPARED

NESSIS MORE THAN

EVERIMPORTANT

DON’T FORGET TO SPEAK ABOUT WHAT YOU DO FOR SOCIETY: JOBS CREATED,

KNOWLEDGE DEVELOPMENT AND OTHER POSITIVE SOCIAL OR ECONOMIC IMPACTS.

1. YOUR BRAND OR INDUSTRY NEEDS

SOCIETAL RELEVANCE

PREPARED

NESSIS MORE THAN

EVER

1.IMPORTANT

MOBILE AND SOCIAL HAVE CHANGED THE WAY A LOW-LEVEL THREAT CAN ESCALATE VERY QUICKLY. HAVING A

PLAN ALLOWS YOU TO REACT IN REAL TIME WITH APPROPRIATE SKILLS AND

RESOURCES.

DEVELOP A

PLANWHILE THERE ARE

NO STORMS ON THE HORIZON

BIGDATA

IN A

HOLISTIC

WAY

USE

2.MEDIA CHANNELS GENERATE HUGE

AMOUNTS OF DATA. A ROBUST CROSS-MEDIA MONITORING PLATFORM

ALLOWS YOU TO BE ON TOP OF WHAT IS HAPPENING WITH BOTH YOUR

TRADITIONAL (NEWSPAPERS, TV, RADIO…) AND DIGITAL MEDIA DATA.

ALWAYS BE

MONITORING

BIGDATA

IN A

HOLISTIC

WAY

USE

2.A/ SET UP ALERTS AND DO NOT MISS ANY OF

THE INFORMATION YOU NEED TO PREVENT

CRISIS OR REDUCE RISK.

B/ IDENTIFY INFLUENTIAL SOURCES AND

PEOPLE

BIGDATA

IN A

HOLISTIC

WAY

USE

2.TODAY, AN OFFLINE CRISIS OFTEN HAS

AN IMPACT ONLINE.

A BAD BUZZ, THAT USUALLY TAKES PLACE ON SOCIAL MEDIA CHANNELS, CAN TURN

INTO A LONG-TERM CRISIS.

DON’T NEGLECT

SOCIAL MEDIA

BIGDATA

IN A

HOLISTIC

WAY

USE

2.THIS INCREASES THE IMPORTANCE OF LISTENING TO SOCIAL CONVERSATIONS

BEFORE, DURING AND AFTER THE CRISIS.

BIGDATA

IN A

HOLISTIC

WAY

USE

2.A/ TRACK ANY UNUSUAL CHANGES AROUND

YOUR SOCIAL DATA

B/ SEE THE REACTION OF YOUR AUDIENCE TO

STATEMENTS

C/ BE AWARE OF WHAT INFLUENCERS ARE

SAYING

BIGDATA

IN A

HOLISTIC

WAY

USE

2.BEYOND MONITORING, DRAWING INSIGHTS FROM ALL MEDIA DATA

SOURCES ALLOWS FOR BETTER DECISION MAKING.

MEDIA INTELLIGENCE

CAN BE A VALUABLE ASSET

BIGDATA

IN A

HOLISTIC

WAY

USE

2.LEARN HOW TO USE ANALYSIS TOOLS

SUCH AS…

A/ ALGORITHMS - TO ANTICIPATE POTENTIAL

ISSUES AND CRISIS

B/ SENTIMENT ANALYSIS - TO IDENTIFY THE

TONALITY OF CONVERSATIONS, TRENDS OR

ISSUES

C/ KPIS FOR CRISIS MEASUREMENT

BE FAST

BE SUPERSEDED

3.OR

IN THE SOCIAL MEDIA AGE, THE PRINCIPLE OF THE“GOLDEN HOUR” IS

NOT LONGER RELEVANT.

TODAY’S CRISES CAN INFLUENCE INTERNATIONAL AUDIENCES IN JUST A

FEW SECONDS.

BE FAST

BE SUPERSEDED

3.OR

THIS SPEEDS UP THE RESPONSE TIME AND INCREASES THE IMPORTANCE OF

REAL TIME INTELLIGENCE.

BE FAST

BE SUPERSEDED

3.OR BEING ABLE TO REACT TO THE EARLY

WARNINGS AND MANAGE CRISIS IN REAL TIME HAS BECOME A CRITICAL ISSUE FOR

ALL PR PROFESSIONALS.

PROXIMITYTRANSPARENCY

ARE YOUR

BESTWEAPON

4.AND DO NOT PUT UP ANY BARRIERS TO THE

MEDIA’S QUESTIONS.

PROXIMITYTRANSPARENCY

ARE YOUR

BESTWEAPON

4.AND

BE REAL AND SHARE AS MUCH INFORMATION AS POSSIBLE. FOR

EXAMPLE, USE A Q&A, PRESS RELEASES, SOCIAL MEDIA POSTS OR A

COMPREHENSIVE MEDIA KIT, DEPENDING ON THE SITUATION.

PROXIMITYTRANSPARENCY

ARE YOUR

BESTWEAPON

4.AND

TALK TO RELEVANT STAKEHOLDERS DIRECTLY, NOT JUST THROUGH THE

MEDIA. CONNECT WITH THEM THROUGH THEIR PREFERRED CHANNELS – BE THAT

TWITTER, A BLOG, OR A NEWSPAPER.

PROXIMITYTRANSPARENCY

ARE YOUR

BESTWEAPON

4.AND

HARNESS THE SUPPORT OF YOUR COMMUNITY ON SOCIAL MEDIA BY

SHARING INFORMATION IN THE RIGHT PLACE.

BE

CREATIVE

EVEN WHEN YOU HAVE NO

TIMEAT ALL

5.THE SAME RECIPE DOES NOT APPLY TO

EVERY PUBLIC RELATIONS CRISIS: NEVER FORGET TO BE CREATIVE AND PROVE

THAT YOU ARE DOING YOUR BEST.

BE

CREATIVE

EVEN WHEN YOU HAVE NO

TIMEAT ALL

5.THE CAPACITY TO MOBILISE CREATIVE

TEAMS IS A DECISIVE STRENGTH.

BY CREATING INFORMATIVE, UNIQUE, AND RELEVANT CONTENT THAT PEOPLE WILL

WANT TO READ AND SHARE (SUCH AS VIDEOS, INFOGRAPHICS OR INTERACTIVE CAMPAIGNS) YOU CAN TELL YOUR STORY

EFFECTIVELY AND IN A WAY THAT IS MEMORABLE AND COMPELLING.

BE

CREATIVE

EVEN WHEN YOU HAVE NO

TIMEAT ALL

5.“What cannot be eschewed must be

embraced”

W. SHAKESPEARE

AGILITY AND CREATIVITY ARE YOUR BEST DEFENSE. WITH A BRIGHT IDEA YOU CAN EVEN COME OUT OF THE CRISIS ON TOP.

CRE DITSCRE DITS

SLIDE 2 – carrotcomms.co.uk - http://carrotcomms.co.uk/november-in-brand-fail-from-major-pr-crises-to-thoughtless-tweeting

SLIDE 3 - www.youtube.com/user/smo310la - http://i.ytimg.com/vi/2G-dvKh3Gr3E/maxresdefault.jpg - https://www.youtube.com/watch?v=2Gd-

vKh3Gr3E

SLIDE 4 - unelibanaiseaparis.com - http://unelibanaiseaparis.com/en/2012/12/07/la-brioche-au-nutella/p1220640/

SLIDE 5 - static2.businessinsider.com -http://static2.businessinsider.com/image/518b-b0b4ecad04f65d00001a/how-nike-solved-its-sweatshop-problem.jpg

SLIDE 6 - lakewoodlodges.com - https://yt3.ggpht.com -GMVqfOD_1aA/AAAAAAAAAAI/AAAAAAAAAAA/wvJIoU8bLfc/s900-c-k-no/photo.jpg

SLIDE 7 - www.corpwatch.org - http://www.corpwatch.org/article.php?id=15806 - Photo: code-pinkhq

SLIDE 8 – www.businessinsider.com - http://www.businessinsider.com/big-brands-in-bangladesh-fac-tories-2013-5?IR=T - REUTERS/Andrew Biraj

SLIDE 9 & 10 - www.funnyordie.com - http://www.funnyordie.com/videos/372fc34d78/abercrombie-fit-ch-apologizes-to-fat-people

SLIDE 11 - www.rts.ch - http://www.rts.ch/info/monde/4299209-total-est-condamne-pour-pollution-maritime-dans-le-naufrage-d-erika.html - Jacky Naegelen - Reuters

SLIDE 12 & 13 - www.rts.ch - http://www.rts.ch/info/monde/4299209-total-est-condamne-pour-pollution-maritime-dans-le-naufrage-d-erika.html - Jacky Naegelen - Reuters

SLIDES 14 & 15 - www.grazia.fr - http://www.grazia.fr/societe/news/viande-de-cheval-des-factures-accablent-le-sous-traitant-spanghero-539035 - © SIPA PRESS

SLIDE 16 - dailymotion.com/LeNouvelObservateur - http://s2.dmcdn.net/CZJBy/1280x720-77m.jpg - http://www.dailymotion.com/video/x2qkrr3

SLIDE 17 - www.etsy.com - https://www.etsy.com/search/vintage?q=pepsi+bottle - https://img0.etsystatic.com/067/0/6704795/il_340x270.799143740_8rip.jpg

SLIDE 18 - goldmansachsisnotanaftershave.org - http://goldmansachsisnotanaftershave.org/inditex-en-tiempos-de-crisis-maquilas-asia-ticas/ - Ropa Limpia

SLIDE 19 - www.washingtonpost.com - http://www.washingtonpost.com/local/obituaries/james-e-burke-johnson-and-johnson-ceo-during-tyle-nol-poisonings-30-years-ago-dies-at-87/2012/10/01/9ad4be06-0be1-11e2-bd1a-b868e65d57eb_story.html - AP

SLIDE 20 - time.com - http://time.com/3423136/tylenol-deaths-1982/ - Jim Preston— The Denver Post / Getty Images

CRE DITSCRE DITS

SLIDE 21 - qz.com - http://qz.com/252466/target-customers-havent-forgiven-it-for-that-data-breach/ - Reuters/Mike Blake

SLIDE 22 - www.govtech.com - https://www.flickr.com/photos/roadsidepic-tures/2923629922 - FLICKR/ROADSIDEPICTURES

SLIDE 23 - www.nbcnews.com - http://media4.s-nbcnews.com/j/news-cms/2014_12/258861/140317-toyota-recall-congress-mms-1931_68a-

f299a54d7ddcaa1b3341fa1ad2358.nbcnews-ux-600-480.jpg - Alex Wong / Getty Images

SLIDE 24 - redeamigaudc.com - http://redeamigaudc.com/2015/05/06/sebastian-royo-medina-participa-en-el-ciclo-en-codigo-abierto-de-la-catedra-inditex-udc/

SLIDE 25 - www.prmoment.com - http://www.prmoment.com/2813/communica-tor-of-the-week-sir-richard-branson.aspx

Powering Informed Decisions

NEVER LET YOUR GUARD DOWNThe media is unpredictable and no one is immune to a PR crisis. We alert you to negative coverage of your brand or organisation over online,

press, broadcast and social media. With our service, you are quickly and accurately informed of the impact negative coverage has on your

business so you can react swiftly and effectively. Read more on our website: kmni.co.uk / kmni.ie