Crisis PR In A

Digital World

Steve Dunne

Crisis PR In A Digital World

Crisis PR In A Digital World

Crisis PR In A Digital World

Crisis PR In A Digital World

Crisis PR In A Digital World

The Streisand Effect

Don’t Automate!

Watch The Hackers!

Who Knows The Password?

Public Tweet Displays

DON’T PANIC!!!!!!

Crisis PR In A Digital World

Preparation, Preparation, Preparation

Knowing The New Rules of The Road….

Knowing The Channels Available To The Protagonist……..

Monitoring & Vigilance….

Strategies and Tactics to Neutralise the Crisis

What is a Crisis?

It doesn’t have to be a death……

It doesn’t have to be an injury……

It’s not just the company involved that’s impacted…….

A crisis is when you come under the sharp focus of the media in a way that could damage your reputation and that of your industry…

In The Past…..

Crises followed a formula…

Incident occurs….

The Golden Hour….

The Action Zone

Blame Time

The Recovery

Appointed team from CEO to Operational staff

A Brave New World

History Shows The Future….

Newton’s Third Law….

“For every action there is an opposite, and equal, reaction….”

Sir Issac Newton

1643-1727

Kryptonite

The Kryponite Bike Lock Company

Crisis & Issues Management Today

“There is literally no barrier to entry to

using the Internet and the tools, such

as blogging, forums and groups, it

provides. Indeed it is often easier, and

certainly more cathartic, to just take

your grief out on the Internet”

A World of Unedited Conversations

The Crisis Management Manual

Crisis Management

The Crisis Communications Audit…..

The Crisis Management Team….

The Eternal Vigilance……

Knowing The Protagonists….

The Strategic Response…….

The Tactics To Deploy…….

The Crisis Audit

Questions To Ask of Yourself

Are you listening to conversations

taking place outside of traditional

media?

Have you the infrastructure to

respond quickly?

Are there teams allocated to on-line

response?

Do you have procedures in place?

Do you have a dark site?

The Changing Landscape

of Crisis Management

The Changing Landscape of Crisis Management

Citizen Journalism Micro Blogging

Corporate Hate Sites On-line/Off-line

Media

Opinion Sites

User Generated Sites

The Protagonists

The Digital Citizen

The Digital Citizen

The Digital Native!

The Digital Citizen

The Digital Natives!

The Digital Citizen

The Citizen Journalist

The Digital Citizen

The Digital Citizen

They don’t read newspapers & rarely magazines…

They have reduced attention spans…

They respond to visual and audio stimulation…

They are the 24/7 Generation that want to be mobile…

They share information, opinions and recommendations rather than depend on media…

They are selfish in consumption, spoilt by choice…..

Web 2.0

Web 3.0

The Citizen Journalist

7th July 2005….

7/7 & Citizen Journalism

“….We never factored in that the public would play such a massive role in breaking the story to us rather than us breaking the story to them….”

Felicity Cowie,

Producer

BBC News 24

Citizen Journalism

Buncefield & Citizen Journalism

Citizen Journalism

“Journalists cannot hope to reflect the world as well as the world reflects itself…..”

Dan Gillmour

The Media & Citizen Journalism

Citizen Journalism

Not trained professionals

Don’t check stories…

Don’t seek secondary

sources….

Don’t have a News Editor

Don’t have advertisers

Highly subjective & often

emotional about topics

Hate, Anti and Spoof Sites

Spoof Sites

Hate Sites

Anti Sites

The Trigger For Hate Sites…

“….It was not the poor treatment received from United but, rather, the subsequent disregard for a serious, polite complaint, which led to the creation of the Web pages……”

The Attitude Behind Hate Sites…

"Although I started the site

because of a small complaint, now 2

years and 20,000 plus postings later

I realize how much more widespread

and serious American Express'

wrongdoing is. It has led me to

realize that I am doing a real public

service by alerting the public to the

dangers of dealing with Amex."

The Attitude Behind Hate Sites…

“This website has been started

because CEO Jeff Mezger and

other executives at KB Home,

have chosen to ignore us and

our many requests to "buy

back" this home…..”

Hate Sites & The Law

Social Media Staff Guidelines

When Twitter Goes Bad

Tweet in Haste – Repent at Leisure

Habitat UK & Twitter….

How Breaking News is Changing

The Changing Landscape of Reporting

News….

“This is a story that broke on

Twitter first and continued to unfold

from there. Eyewitnesses were

posting comments about the shock

of seeing the plane 'dive' and

amazement of passengers walking

out of the wreckage. It was a

dramatic image of a fractured plane

posted on Twitter.com that was the

first worldwide view of the Turkish

Airlines crash.”

So, Why is Twitter so Important?

Where News Breaks First…

Re-Tweets

The Changing Landscape of Reporting News….

The Power of User Generated Sites

Forums & Chat Rooms

A Digital Crisis Strategy...

Monitoring & Vigilance

Systems To have

In Your Arsenal

Step One

Social Media….

What is Social Media?

Blogging

Prosumer Sites Virtual Worlds

Social

Bookmarking

User Generated

Sites Social Networking

Location

Social Networks

MONITORING & VIGILANCE

Systems To have

In Your Arsenal

Searching For Images?

The Twitter Success!

Search & Findability

PR & Findability

The words that

match

The most fresh

content

The most popular

content & websites

Finding The bloggers!

Location, Location, Location

Step Two

Location, Location, Location

Findability

Tagging

Linking

Sponsored Links

Winning & Harnessing Advocates

Step Three

Social Networking….

Being Proactive

Step Four

Dunkin Donuts

The Decision To Give Oxygen

A Citizen Journalist Strategy

Citizen Journalists are here to stay…..

Be proactive – expect them to report….

Don’t let them beat you to breaking the story…

Engage and embrace…

Structures in Place

Dark Sites

A Virtual Press Office is A Must!

Why Do We Need A VPO ?

We live in a rolling news world with demand from media 24/7….

Increasingly freelance journalists live globally in different time zones….

Media want a resource that can be freely drawn upon…

The emergence of the digital age journalist…..

The Digital Age Journalist…

I work for a newspaper and I heard

that our local MP attended one of

your events recently. The virtual

press office is where I would expect

to find a press release or possibly a

photo from that event

Strategies & Tactics…

Strategies & Tactics…..

Create Your Own Army of Advocates….

Create Positive Content (and lots of it…)

Think in terms of the vernacular of the protagonists… Tagging Positioning Linking

Contribute to Blogs and websites & get the links

Strategies & Tactics…..

Occupy the top position in search engines

Sponsored links

Search engine optimisation

Build presence by using social book marking….

Create A Corporate Blog…

Populate user generated Sites

Dark Sites

A Cornerstone of Any

Digital Crisis Management Strategy

Elements of An Effective

Digital Crisis Strategy

Consistent monitoring of traditional and non-traditional

media…..

Developing a management processes of the online

footprint …….

Establishing proactive online engagement protocols…..

Updating existing crisis training programs…..

Ensuring appropriate balance between traditional and

social media activity

Elements of an Effective

Digital Crisis Strategy

Establishing a social media footprint before a

crisis hits…..

Recognizing that social media is still only a

channel – Content is king!

Elements of an Effective

Digital Crisis Strategy

Pushing The Bad News Down

Social

Networks

Corporate

Website

Blog

User

generated

Content

Sites

Social Book marking

Multi media

on site Podcasts/Vodcasts

Directories

Prosumer sites

Directories

Twitter

History Shows The Future….

Newton’s Third Law….

“For every action there is an opposite, and equal, reaction….”

Sir Issac Newton

1643-1727

Stay in touch – And Say Hello!

http://twitter.com/stevedunne

Crisis PR In A

Digital World

Steve Dunne