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The changing face of Crisis Communications
Gitanjali LaadMSPC 3550
Facebook and Twitter fueled the uprising
18th April 2012 Source: The Washington Post 2
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Virtual tools used for “Real” gathering
18th April 2012 Source: Occupy Wall Street
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People identified with the purpose
18th April 2012 Source: Indiaagainstcorruption.org
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People motivated to reduce uncertainty
18th April 2012 Source: New York Times
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Main stream and social media converge
18th April 2012 Source: MSL Group Crisis Network Report, 2011
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Twitter used to reach out to friends in need
18th April 2012 Source: Twitter Stories
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Crisis is not local but global
18th April 2012 Source: Mary Meeker’s Presentation at Web 2.0 Summit, San Francisco, Oct 2011
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Social media used to organize crime
18th April 2012 Source: The Guardian
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Also to organize the clean-up efforts
18th April 2012 Source: Twitter Stories
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What does it all mean?
• Conversations are happening online- whether you like it or not
• Engagement and participation are more important than online presence
• Transparency, porosity and authenticity rank at the top of the charts
• It’s about listening, observing and then providing a thoughtful timely response
18th April 2012 Reference: Li C., Bernoff J. (2008) Groundswell, Harvard Business School Publishing
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Statistics that validate the trend
18th April 2012 Source: American Red Cross Survey, Summer 2011
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Four Stages of Crisis and Social Media
• Prodromal Stage– Real time information dissemination & reach– Heighten situation awareness - issue warning
• Acute Stage– Conduct hazard assessment with real-time
data/photos/videos– First responders can plan clean-up– Mobilize resources around the world
(volunteers/donation/appeals)
18th April 2012 Reference: Fink, S. (2002) Crisis Management: Planning for the inevitable, Amacom Books
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Four Stages of Crisis and Social Media
• Chronic Stage– Unique and efficient way for crisis communicators– Participating and monitoring the social networks– Circulate guidelines and information– Flexibility for anyone to break news
• Resolution Stage– Crowd sourcing and create partnerships– Collaboration between public and private agencies
18th April 2012 Reference: Fink, S. (2002) Crisis Management: Planning for the inevitable, Amacom Books
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Components of crisis communications plan
• Check the facts• Determine the impact• Bring together a trusted counsel • Understand your detractor • Decide the appropriate response • Host the conversation• Continue to monitor
18th April 2012 Source: www.radicallytransparent.com
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Challenges
• Trivial and unreliable content• Speculation and gossip• Lack of confidentiality, privacy • Audience is fragmented• Increase in communication channels• Long-term commitment and resources
18th April 2012 Gitanjali Laad
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InnovationRed Cross Safe and Well Tool
18th April 2012 Source: American Red Cross
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InnovationRed Cross Digital Operating Centre Powered by Dell
18th April 2012 Source: American Red Cross
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InnovationRed Cross Shelter View Application
18th April 2012 Source: itunes.apple.com
Thank you
Gitanjali LaadBlog: www.gitanjali-socialmedia.blogspot.com
Twitter: @GitanjaliLLinkedIn: www.linkedin.com/in/gitanjalilaad
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