Alabama PRSA

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    Protecting Your

    Reputation and Brand

    In the Crisis You Never

    Expected

    Laura Howe

    @infobabe

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    A lie will travel half way around theworld while the truth is putting itsboots on.

    -Mark Twain

    0r-C.H. Spurgeon (1859)

    or

    -Portland, Maine

    Gazette (1820)

    American Red

    Cross

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    What is Your Goal in a Crisis?

    Contain

    Mitigate

    Improve

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    The Wild, Wild West of Media

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    A Changing News World

    Fewer resources in traditional news organizations

    +

    more demand for content

    +

    more outlets producing information products

    =

    More people working with less editorial oversight

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    Everybodys a Reporter

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    Three Pillars of Good CommunicationStrategy

    Proactive

    Communications

    Reactive

    Communications

    Interactive

    Communications

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    Know Your Playing Field

    22%

    18% 18%

    24%

    16%

    30%

    26%25%

    18%

    14%

    26%

    15%

    23%

    20%

    13%

    4%

    1% 1%

    3%2% 1%

    0% 0%

    2%1%

    0%1%

    2% 2% 2%

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    Sept '06 Jan '07 Nov '07 Apr '08 Sep '08 Jan '09 Nov '09 Jan '10 Nov '10 Jan '11 O ct '11 Jan '12 June '12 Nov'12 Jan'13

    Much More Favorable Much Less Favorable

    Did the information that you saw, read or heard give you a more favorable or less favorable impression of the

    American Red Cross or did it have no impact on your opinion of the American Red Cross?

    Target is to hold much less

    favorable stories at or below1%.

    Proactive

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    Have a Plan

    1) Know Your Critics and Your Supporters

    Proactive

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    Have a Plan

    2) Know and Anticipate Your Problem Areas

    3) Message For Those Before the Problem Happens

    Proactive

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    Have a Plan

    4) Have a place where you can tell your positivestory without the filter of the media

    Proactive

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    Law of Proportionate Response

    You control your response

    Not everything requires your response

    Not everything requires your response on

    camera or a direct quote from a spokesperson Just because the media asks for an interview doesnt

    mean you have to give them one

    Sometimes the best response is in writing-statements, truth matrix

    Sometimes its not a media problem

    Not everything requires a response from yourprinciple

    Reactive

    Contain, Mitigate or Improve Your Situation

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    Social Is the Canary in the Coal Mine

    Interactive

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    Make it Part of Your Organizations DNA

    Establish your social program before the crisis

    Be fast and nimble

    Train other people in your organizationEngage, engage, engage

    Have a system to get situational awareness to your

    decision makers

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    Over 2.5 millionposts pulled in for review 2,386 responses sent to members of the public 31 trained digital volunteers 229posts about needs in affected areas sent to operations team Over 1,900 pieces of social content

    Social during Sandy

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    In Summary

    Contain, Mitigate, Improve

    Proactive, Reactive, Interactive