Crisis Communications in a 2.0 World Presentation to DRIE by mtc13769

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									Crisis Communications in a 2.0 World
                       Presentation to DRIE
                   Hill & Knowlton Digital Communications
                                         February 26, 2008
    Six years ago…
             With the Internet a new media has appeared,
             which on the one hand has increased the risk
             associated with information: free accessibility,
             interactivity, globality, and connectivity of
             personal, economical, political and media
             communication have all led to a loss of
             journalistic control over the information market.

             On the other hand Internet-based communication
             has increased opportunities to secure
             information in a manner that has not been
             available up to now.

             Hans-Juergen Bucher is Professor of Media Studies at the University of
                                                                Trier in Germany.




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    The new “noise”

     In times of crisis:
      – 2001 was the tip of the
        iceberg
      – People rely increasingly on
        websites of organizations
        involved…
      – People talk (no longer just
        the media talking)




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    The new “noise”




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    Media & Digital



    Mainstream
      Media



                      Blogosphere




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    Digital Crisis Management




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    Media & Digital




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     Media & Digital




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    Media & Digital




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    The new communications landscape is being driven by
      changes related to:

       – TRUST
       – TRANSPARENCY
       – TECHNOLOGY
       – TAKING PART


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    Who do we trust more?




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    Who do we trust more?




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    Who do we trust more?




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    Who do we trust more?




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    Transparency




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    Transparency




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    Transparency




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     Transparency




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    Who do we trust more?




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    Technology
    removing barriers to participation




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    Taking Part




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    Taking part




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    Taking Part




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    Taking Part




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    Taking part




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     Taking part




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    What’s changed…

             Speed by which           How traditional
           issues escalate into     media interacts with
                  crises                new media



                                              Role of Employees:
     Increased “noise”:
                                              “Brand Guardians”
      Misinformation &
         speculation              YOU

             Importance of Your           Impact of Digital
               Web Footprint:           History/Permanence
              timely, credible,            on Reputation
                Transparent


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    What hasn’t changed…

                Direct                   Ethical &
             Communication              Responsible
                                         Disclosure
          Consistent
          Messaging
                                         The fact that you
                               YOU       are only one voice
         Transparency &                    among many
           Authenticity
                                     Importance of close
                 Importance of        Partnership with
                Traditional Media       “Authorities”




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    Key principles for managing crises
    in a Web 2.0 world

      Buy-in & Leadership
      Speed and Visibility
      Authority & Credibility




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    Buy-in & Leadership

    5. All crisis team members – executive leadership, operational, legal,
       IT, public affairs etc. – must understand the impact of Web 2.0
       and be prepared to adjust their existing processes and protocols to
       reflect this changing dynamic
            5. E.g. accelerated approval processes based on non-traditional distribution
               channels etc.)

    6. Policies for employees must be created to help guide their
       behaviour – both online and offline – during times of crisis
            5. Responding on behalf of company
            6. Anonymous postings to blogs / social networking groups etc.

    7. Communications teams must continue to enhance their learning of
       social media and Web 2.0 technologies and the impact of these
       technologies on their business, and take a leadership role in
       sharing this expertise throughout the organization


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    Speed & Visibility
    (across all channels)
    1. Communications teams must extend their monitoring beyond
       traditional media into the Web 2.0 space
    2. Organizations must optimize their web presence(s) to address the
       “speed” and “credibility” requirements of managing a crisis in a
       Web 2.0 world
           ■   Web 2.0-enabled Dark Site
                ■   RSS, Youtube, Blogging, etc.

    3. At the same time… traditional channels for direct-to-stakeholder
       outreach and should continue to be used, as appropriate
    4. Back-ups and redundancies must be considered for “when the
       lights go out”




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    Authority & Credibility

    8. Organizations must understand when and how to “engage” specific
       online communities and participate in “conversations” they did not
       start themselves:
            ■   Must adhere to existing codes of ethical behaviour
            ■   Must not respond to speculation unless risk of no response could escalate
                reputational damage
            ■   Must always be accurate / credible / responsible
            ■   Should always seek to direct conversation to P-C or other “Authority”

    9. Communications in times of crisis should no longer be tied solely
       to traditional media requirements and structured news cycles
            ■   Need to inform stakeholders should outweigh need to satisfy media

    10. Organizations must ensure transparency across all of their
        communications activities – online and offline


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           Mapping Digital to the Crisis Lifecycle

            Monitoring & Analysis          Acute Stage                   Chronic Stage                  Reputation Repair /
                                                                                                        Enhancement
External




            … of external factors that     …where crisis is the          …where crisis is off
            may affect the crisis (e.g.    dominating issue              center stage yet               …where memory lingers
            Existing reputation as                                       interest and activity          and strategy to repair
            portrayed online / in media)                                 persist                        reputation begins


            Digital Early Warning (DEW)    Appropriate application of: Talk / Engage / Listen elements:
            Listening Post                 (e.g. Dark site, crisis blog, blogger outreach, Social networks, monitoring, etc.)




            Assessment & Planning
Internal




            … of internal factors that
            may affect the ability to                  Based on training and policies in place, utilizing appropriate
            anticipate & handle crisis                  internal online or wireless tools (intranet / email) to keep
                                                           employees up-to-date on crisis, ongoing issues and
                                                                             reputation repair
            Integrated Training / Audit
            Policies & Guidelines
            Crisis Manual online




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    Digital & Crisis in Action:
          Case Studies




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    Digital Crisis Management




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     Digital Crisis Management




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     Digital Crisis Management




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     Digital Crisis Management




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     Digital Crisis Management




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     Digital Crisis Management




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     JetBlue…

      If there is a next time, we will activate our web to emergency/crisis
      mode, clearing the home page and providing more information up front…

      We live in a Web 2.0 world, with deadlines every five minutes. If we
      aren't staffed with capable professionals and excellent SWAT team
      assistance, we will lose the news cycle, rendering us unable to assist our
      company…

      As our leadership team worked the assignments on Monday, we video-
      taped a message from David to our crewmembers, which aired on our
      intranet. We also videotaped a customer message introducing key
      provisions of the "Bill of Rights." The internal message was published
      immediately, and our customer video was posted on jetblue.com and
      YouTube that evening, once we had the near-final document.


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    Digital Crisis Management




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    Digital Crisis Management




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    Digital Crisis Management




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    Digital Crisis Management




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    Digital Crisis Management




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    Digital Crisis Management




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    JetBlue…

     If there is a next time, we will activate our web to emergency/crisis
     mode, clearing the home page and providing more information up front…

     We live in a Web 2.0 world, with deadlines every five minutes. If we
     aren't staffed with capable professionals and excellent SWAT team
     assistance, we will lose the news cycle, rendering us unable to assist our
     company…

     As our leadership team worked the assignments on Monday, we video-
     taped a message from David to our crewmembers, which aired on our
     intranet. We also videotaped a customer message introducing key
     provisions of the "Bill of Rights." The internal message was published
     immediately, and our customer video was posted on jetblue.com and
     YouTube that evening, once we had the near-final document.


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