CPC& SOCIAL MEDIA FOR CRISIS COMMUNICATIONS Charlie Pownall | CPC & Associates Ltd KUALA LUMPUR | November 20, 2014 CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& Agenda Changing crisis landscape Responding to a crisis Preparing for a crisis © 2015 CPC & Associates Ltd All rights reserved CPC& • • • • • • • • • • Product quality Workplace injury Labour dispute Closure Environmental abuse Discrimination Leadership ethics Litigation EXTERNAL INTERNAL Traditional crisis triggers • • • • • • • • Nationalism Natural disaster NGO activism Competitor assault Hostile takeover Customer complaint Whistleblower etc Supply chain mgmt etc © 2015 CPC & Associates Ltd All rights reserved CPC& New crisis triggers SOCIETAL BEHAVIOURAL TECHNOLOGICAL STRATEGIC OPERATIONAL LEGAL FINANCIAL © 2015 CPC & Associates Ltd All rights reserved CPC& The role of social media Role of social media IGNITE © 2015 CPC & Associates Ltd All rights reserved AMPLIFY DEEPEN SUSTAIN CPC& Social deepens reputation damage © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved 10 CPC& © 2015 CPC & Associates Ltd All rights reserved 28 CPC& Agenda Changing crisis landscape Responding to a crisis Preparing for a crisis © 2015 CPC & Associates Ltd All rights reserved 29 CPC& 4.media Develop plan & protocols Social crisis communications plan • • • • • • • Crisis & issues definitions Goals & measurement Online stakeholders & influencers Policies & protocols Content, channels & tools Team & R&Rs Contacts © 2015 CPC & Associates Ltd All rights reserved 30 CPC& Identify vulnerabilities SOCIETAL BEHAVIOURAL TECHNOLOGICAL STRATEGIC OPERATIONAL LEGAL FINANCIAL © 2015 CPC & Associates Ltd All rights reserved 31 CPC& Listen to audiences Identify online threats © 2015 CPC & Associates Ltd All rights reserved 32 CPC& Assess impact © CPC & Associates © 2015 CPC & Associates Ltd All rights reserved 33 CPC& Prioritise actions MODERATE SEVERE High likelihood, High likelihood, low impact high impact LOW HIGH Low likelihood, Low likelihood, low impact high impact LIKEL IHO OD + © 2015 CPC & Associates Ltd All rights reserved IMPACT + 34 CPC& Listen to audiences Crisis/issue categories Critical Severe Significant Moderate Low © 2015 CPC & Associates Ltd All rights reserved • • • Extensive breach of customer data • • • Allegations of corruption amongst a firm’s senior leadership • • • Escalating allegations of use of child labor amongst a company’s suppliers • • • An escalating online rumor about a controversial product ingredient • • • Known though uncontroversial concerns about a product circulating online Kidnapping of an employee Major damage to a firm’s physical assets during an earthquake or terrorist operation External leak about serious and unexplained injuries to employees at work Threat of legal action by a major investor over the accuracy of a firm’s financial statements Community protests about local environmental damage Campaign by a global NGO to boycott a company’s products A public complaint about a faulty product by a celebrity customer A backlash to an unexpected price increase or brand marketing campaign Negative online feedback to a media article on employee compensation A one-off complaint on Facebook by a customer about poor quality product packaging 35 CPC& Listen to audiences Policies & protocols • • • • • • • Messaging First response Ongoing external communications Employee communications Online influencers Online conversations Local considerations © 2015 CPC & Associates Ltd All rights reserved 36 CPC& Escalation & turnaround MODERATE • An escalating online rumor about a controversial SEVERE • product ingredient • A public complaint about a faulty product by a Allegations of corruption amongst a firm’s senior CRITICAL • Extensive breach of customer data • Kidnapping of an employee • Major damage to a firm’s physical assets during leadership • celebrity customer External leak about serious and unexplained injuries to employees at work an earthquake or terrorist operation • A backlash to an unexpected price increase or • brand marketing campaign Threat of legal action by a major investor over the accuracy of a firm’s financial statements • Platform manager, Listening squad, Comms • Listening squad, Comms, Public Affairs • Comms, Public Affairs, Crisis team • 24 hours • 12 hours • hours © 2015 CPC & Associates Ltd All rights reserved 37 CPC& Listen to audiences Social media crisis team: Skills • • • • • Develop & evaluate social media programs Listen to analyse online discussions Manage online discussions Develop & distribute content Create & manage online advertising © 2015 CPC & Associates Ltd All rights reserved 38 CPC& steps to crisis Beyond the plan readiness • Create & train team • Prepare content & channels • Build relationships © 2015 CPC & Associates Ltd All rights reserved 39 CPC& QUESTIONS? COMMENTS? CPC& CONNECT WITH ME @cpownall | cp@charliepownall.com charliepownall.com © 2015 CPC & Associates Ltd All rights reserved charliepownall.com CPC& MANAGING ONLINE REPUTATION A practical, common sense guide to protecting and defending your organisation’s name and image, Managing Online Reputation explores the threats posed by the internet and social media and sets out how you should respond to hostile online attacks and breaches Published by Palgrave Macmillan, it is available in print and as an e-book • Michael Woodford MBE “A must-read for any manager or director who care about their organisation” • Keith Schilling “The Art of Reputation for the Digital Age” Publisher: Palgrave Macmillan Format: Paperback, E-book ISBN: 9781137382290 US: $24.00, UK & RoW: £14.99 [...]... rights reserved 27 CPC& © 2015 CPC & Associates Ltd All rights reserved 28 CPC& Agenda 1 2 3 Changing crisis landscape Responding to a crisis Preparing for a crisis © 2015 CPC & Associates Ltd All rights reserved 29 CPC& 4 .media Develop plan & protocols Social crisis communications plan • • • • • • • Crisis & issues definitions Goals & measurement Online stakeholders & influencers Policies & protocols... Associates Ltd All rights reserved 15 CPC& Agenda 1 2 3 Changing crisis landscape Responding to a crisis Preparing for a crisis © 2015 CPC & Associates Ltd All rights reserved 16 CPC& Move fast – Holding statement • • • • Recognise the issue Acknowledge the urgency of the situation Demonstrate it is being taken seriously Express empathy for those affected © 2015 CPC & Associates Ltd All rights reserved...CPC& Crisis challenges • • • • • Can strike from anywhere Harder to manage Shorter & sharper Travel faster & further Stay longer © 2015 CPC & Associates Ltd All rights reserved 11 CPC& Harder to manage © 2015 CPC & Associates Ltd All rights reserved Source: Burson-Marsteller, 2013 12 CPC& More rumours & misinformation © 2015 CPC & Associates Ltd All rights reserved 13 CPC& Need for dialogue... unexpected price increase or brand marketing campaign Negative online feedback to a media article on employee compensation A one-off complaint on Facebook by a customer about poor quality product packaging 35 CPC& 2 Listen to audiences Policies & protocols • • • • • • • Messaging First response Ongoing external communications Employee communications Online influencers Online conversations Local considerations... likelihood, low impact high impact LOW HIGH Low likelihood, Low likelihood, low impact high impact LIKEL IHO OD + © 2015 CPC & Associates Ltd All rights reserved IMPACT + 34 CPC& 2 Listen to audiences Crisis/ issue categories Critical Severe Significant Moderate Low © 2015 CPC & Associates Ltd All rights reserved • • • Extensive breach of customer data • • • Allegations of corruption amongst a firm’s... right tone CONCERN CONTROL © 2015 CPC & Associates Ltd All rights reserved COMMITMENT CONFIDENCE COMPETENCE 20 CPC& © 2015 CPC & Associates Ltd All rights reserved 21 CPC& 1 Move Rebut rumoursfast & misinformation © 2015 CPC & Associates Ltd All rights reserved 22 CPC& © 2015 CPC & Associates Ltd All rights reserved 23 CPC& Move Tell1.your story fast convincingly © 2015 CPC & Associates Ltd All rights ... Agenda Changing crisis landscape Responding to a crisis Preparing for a crisis © 2015 CPC & Associates Ltd All rights reserved 29 CPC& 4 .media Develop plan & protocols Social crisis communications. .. New crisis triggers SOCIETAL BEHAVIOURAL TECHNOLOGICAL STRATEGIC OPERATIONAL LEGAL FINANCIAL © 2015 CPC & Associates Ltd All rights reserved CPC& The role of social media Role of social media. .. Associates Ltd All rights reserved 37 CPC& Listen to audiences Social media crisis team: Skills • • • • • Develop & evaluate social media programs Listen to analyse online discussions Manage online