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WHEN
THE SHIT
HITS THE FAN Jonathan Sy (@jntn)
Senior Director, Edelman Digital
An online conversation, photo
or video that has the potential
to grow exponentially in scale
and severity to damage the
reputation of the company
and/or its brands.
ISSUE & CRISIS
ISSUE =
LOW-LEVEL
THREAT
CRISIS =
BUSINESS LEVEL
THREAT
It can come from
anywhere
Consumers
Employees
Media
Competitors
Advocacy
groups
Politicians
Customers
Bloggers
Etc.
FRIEND OR FOE?
Listen
Start listening now
Add keywords related to issues into monitoring
Extend monitoring: Beyond your immediate
community and beyond top influencers
Know your audiences before issues arise
Craft crisis communications plan in advance
Assess your internal readiness
Formalize protocols, decision trees and
approvals processes
Train your employees with guidelines
Plan and Prepare
High
Risk
Low
Risk
Med
Risk
Is responder
influential?
Thank engage
further.
Thank / acknowledge
Positive
comment?
Violates policy /
terms of use?
Misinformed?
Specific customer
service issue?
General comment or
complaint?
Potential for greater
negative PR or legal
action?
Flag and delete. Signal
policy / terms of use.
Engage publicly.
Provide facts.
Alert response team. Get
approval before
responding.
Engage offline.
Acknowledge / answer
with standard FAQ
response.
Yes
Yes
Yes
Yes
Yes
No
No
No
No
Yes No
No
Alert response team. Get
approval before
responding.
Engage offline.
Develop FAQ list for
repeating product-
related inquiries /
comments.
Engage by email for
documentation.
Escalate issues proactively
Where possible, solve problems in public
Involve PR early, inform crisis team frequently
At the Trigger Point
PR
Marketing
Customer
Service
Operations
Legal
Operations
HR
Finance
C-Level
The first 12-24 hours are critical
Be clear on when your crisis plan activates
Go beyond the original source; address the
amplifiers
Speed of Response
Prepare dark sites ahead of time
Post response on owned properties but also send
response directly to third parties
Monitor analytics to get a sense of velocity
Go Beyond the Community
Stay true to your brand but be appropriate to
the situation
Align with Legal on flexibility for wording
messages*
Assume your content will exist online forever
characters
Tone and Language
Post proactive content and look to engage
strategically
Correct misinformation and present your side
negative news cycles or have
community re-live bad memories
Disagree when necessary. You
every discussion
Dialogue and Frequency
Manage expectations on information availability
Stick to the facts. or hypothesize
Stay on message and make measured promises
Identify the most appropriate voice for your
response community manager, senior
management, subject matter expert
How Much (or Little) To Say
Source: http://www.fastcompany.com/3001908/how-kitchenaid-spun-twitter-crisis-pr-coup
Debrief to Learn
Follow-up with involved colleagues
Consider quantitative analytics along with
qualitative insights
Revise and optimize your crisis response plan
When a company is trusted
When a company is distrusted
7% 22
%
63% will believe negative
information
after hearing it
1-2 times
-Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information)
about that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Canada.
-Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about
that company to believe the information is likely to be true? Please give me a number. Informed publics ages 25-64 in Canada.
will believe positive information after hearing it 1-2 times
will believe negative information after hearing it 1-2 times
40% will believe
positive information after hearing it 1-2
times
Preserving Trust
How prepared you are
How responsive you are
How informative and insightful you are in
helping the crisis team
Your openness, accessibility, frequency in
communication
Your willingness to learn from such incidents
Success for Your Role as CM
Questions?
