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MODERATOR:Victoria HarresPR Newswire
#CRISISCOMMS@PRNEWSWIRE@CNWGROUP
Victoria Harres - @VictoriaHarresVP, Strategic Communications & ContentPR Newswire
Gerard Braud - @GBraudCEO/PresidentBraud Communications
James E. Lukaszewski - @JimLukaszewskiAmerica’s Crisis Guru, PresidentThe Lukaszewski Group – Division Risdall Marketing
#CRISISCOMMS@PRNEWSWIRE@CNWGROUP
• Definition of crisis• Anticipating how a crisis plays out• The social media angle• Being prepared with a plan• How to guide your leaders through crisis
What we’ll discuss:
#CRISISCOMMS@PRNEWSWIRE@CNWGROUP
AS COMMUNICATORS WE DEAL WITH CRISIS ALL THE TIME. IF WE DO OUR JOBS WELL, MOST PEOPLE WON’T KNOW THEY EVER
HAPPENED.
#CRISISCOMMS@PRNEWSWIRE@CNWGROUP
CLICK HERE TO LISTEN TO THE FULL WEBINAR RECORDING
#CRISISCOMMS@PRNEWSWIRE@CNWGROUP
Photo sources from Flickr users: U.S. Army Corps of Engineers, Birdies100, Simon Law, Geoffrey Gilmour-Taylor, Luke Addison, opensource.com, Ben Ostrowsky, Michelle Tribe, Eirik Solheim, Mark
What is a crisis?MAN MADE OR
NATURAL CATASTROPHE
INJURY
PRODUCT DEFECT PRODUCT FAILURE NEGATIVE PRESS
UNREASONABLE CUSTOMER MISTAKE MISHANDLED
COMPLAINT
MISUNDERSTANDING TROLL TWEET
#CRISISCOMMS@PRNEWSWIRE@CNWGROUP
A crisis is …
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VulnerabilityAssessmentWhat is your “It?”
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Pre-writtenNews Releases
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Copyright 2015 Diversified Media, LLC | [email protected] | www.braudcommunications.com
Heart ofPlan
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Copyright 2015 Diversified Media, LLC | [email protected] | www.braudcommunications.com
MediaTraining
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Copyright 2015 Diversified Media, LLC | [email protected] | www.braudcommunications.com
CrisisDrill
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James E. Lukaszewski, ABC, Fellow IABC, APR, Fellow PRSA, BEPS Emeritus
24/7 Cell: 203-948-7029 | Email: [email protected] | Web: www.e911.comBlog: www.e911.com/wisdom-of-americas-crisis-guru/
Twitter: @jimlukaszewskiLinkedIn: www.linkedin.com/in/jameslukaszewski/
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How to Convince the Boss to Act
• Reduce your enthusiasm.• Focus on the threats to them – be
sensible, simple, positive and constructive.
• Let them approve the process before you spring your plan.
• Leaders like to choose their own directions and solutions.
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@jimlukaszewski
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Here is What to Talk About
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Why They Do It
• Block public or private actions• Bully and humiliate• Corporate dis- or misinformation• Decrease or increase market
capitalization• Legitimate problem that they cannot get
solved by any other means
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Why They Do It (continued)
• Giving a voice to victims• Just because they can• Publicity for their cause• Revenge and extortion• Social-Political-Religious agendas• Target organization to stop certain
behaviors
It’s Because They Are Victims20@jimlukaszewski
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So What?1. Attack strategies can build huge, diverse
audiences quickly.2. Sites remain long after problems are
resolved, sometimes forever.3. Attacks raise questions among key base
audiences that must be answered, in any event.
4. Failing to respond can be toxic to leader reputation and career.
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And Why?• Management needs to understand… help them.• Your destiny is your responsibility.• Social media counteracts the #1 criticism of all
crisis response – failure to speak promptly.• Even the briefest pause or silent period is
impossible to credibly explain or excuse.• Silence makes you the perpetrator. • If you don’t manage your own destiny,
someone else is waiting out there to do it for you, or is already trying.
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Lukaszewski’s 1st Axiomof Crisis Survival
• Neither the government, your toughest critic, blogger, bloviator or bellyacher, or the media can take you down. It’s always done by an uninformed but well-meaning employee, self-appointed explainer, critic, a well-meaning friend or relative.
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Types of Cyber Attacks• Bellyaching• Bloviating• Bullying• Carping• Confrontation• Contentiousness• Customer retribution• Customer service complaint• Damage reputation• Denial of service
• Disturb sales• Extortion• Hate• Misinformation• Revenge rumors• Stock value impairment• Terrorism• Threats• Vent• Whispers
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Nine Tactics of On-line Activists
1. Polarize the issue.2. Build a support base on the Web.3. Trivialize, emotionalize, insult, humiliate.4. Anger, debilitate, violate trademarks, and misinterpret
every response.5. Use ultimatums.6. Register their site in search engines.7. Postings on message boards.8. Work the e-news media.9. Misinform, misdirect, misstate, mindlessly question, be
infuriating.@jimlukaszewski
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There’s still a common tool often triggered by an overlooked adverse event to someone else.
www.ihatexyzcompany.com
Attack Sites
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Gripe Sites
• www.planetfeedback.com• www.publicopinion.com• www.epinions.com• www.yelp.com• www.ripoffreport.com• www.i-need-a-rant.co.uk• www.gripesonline.com• www.sickofbeingscrewed.com
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What’s the Impact?• Builds the victim pool• Creates doubt about leadership in the minds of
consumers, vendors, employees, investors, public officials
• Damages reputation• Decrease / Increase market cap• Lawsuit threats• Lower sales• Lowers morale• Makes recruitment difficult• People with no credentials get power
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Questions
1. Is there a single tactic that is proven to be the most effective in the process of crisis management?
Speed Beats SmartEvery Time
@jimlukaszewski29
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Questions
2. What are the best practices, besides the CEO’s coercive power, to win internal support to prepare for crises?
Prepare for what frightens the boss most, first.
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Questions3. If you could choose only one skill or
characteristic that is crucial for crisis communication management, what would that be?
Compassionate decisiveness.
@jimlukaszewski31
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Questions4. When the law firm suggests that management
keep silent about a crisis, what’s the secret to persuading the leadership to speak promptly and face stakeholders quickly?
These are leadership decisions rather than legal or public
relations decisions.
The advice is:First, do what your mom taught
you to do in these circumstances.@jimlukaszewski
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Do these things and life will get better the day after tomorrow.
@jimlukaszewski33
#CRISISCOMMS@PRNEWSWIRE@CNWGROUP
Victoria Harres - @VictoriaHarresVP, Strategic Communications & ContentPR Newswire
Gerard Braud - @GBraudCEO/PresidentBraud Communications
James E. Lukaszewski - @JimLukaszewskiAmerica’s Crisis Guru, PresidentThe Lukaszewski Group – Division Risdall Marketing
Questions?
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