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Crisis Communications in
the Twitter Age@PRProSanDiego, AKA
Gayle Lynn Falkenthal, APR
Crisis Communications in the Twitter Age
Crisis Communications in the Twitter Age
Crisis Communications in the Twitter Age
•San Diego Union-Tribune: 296,331 weekdays 378,696 Sunday
•North County Times: 87,000 weekdays
90,425 Sunday •Local Television Newscast 60,000 households•Facebook: 957,000 users in
San Diego County
Crisis Communications in the Twitter Age
Crisis Communications in the Twitter Age
Crisis Communications in the Twitter Age
Listening is more important than
ever.
Crisis Communications in the Twitter Age
Crisis Communications in the Twitter Age
Where?•Blogs and Comments•Microcommunities aka Microforums•Social Networks•Customer/Audience Networks•Groups
Crisis Communications in the Twitter Age
What?•Company Name•CEO Name•Product/Mascot Names•Derogatory Terms: “die” “sucks” “fail”•Add situational terms as needed
Crisis Communications in the Twitter Age
•“I don’t have time or resources”•“I don’t know the technology”•“We don’t want to open ourselves up to negative comments”•“My boss thinks this is a waste of time”
Crisis Communications in the Twitter Age
Good or bad, you ARE being talked
about.
RIGHT NOW.
Crisis Communications in the Twitter Age
•Ask Southwest Airlines
Crisis Communications in the Twitter Age
Crisis Communications in the Twitter Age
Tools•Corporate Blog•Facebook•Posterous•Flickr•Phantom web pages•Pre-loaded eblasts, newsletters
Crisis Communications in the Twitter Age
Crisis Communications in the Twitter Age
Tools•Corporate Blog•Posterous•Facebook•Flickr•Phantom web pages•Pre-loaded eblasts, newsletters
Crisis Communications in the Twitter Age
Crisis Communications in the Twitter Age
•Pay Attention•Get A Grip•Act Promptly•Acknowledge First•Don’t Overthink It!•Be Open•FIX IT!•Tell Your Story
Crisis Communications in the Twitter Age
•Ask Comcast•Ask Zappos•Ask Whole Foods•Ask Sombrero Mexican•Ask Honest Kitchen
Crisis Communications in the Twitter Age
Reputation Management Tools
•www.falconvalleygroup.com
