The document discusses how to be prepared for crises in the digital world. It notes that crises are now a normal part of business and communities have more ways to voice complaints online anonymously. It recommends companies audit their vulnerabilities, have policies and training to respond to crises, and engage and respond professionally to any online complaints while directing people to official channels to discuss issues further. The key is to build goodwill, have an established position, and continue reviewing and practicing crisis plans for any situations.

1. Are you crisis ready in the digital world?
Allan Briggs
Managing Director
Briggs Communications
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au

2. What you will learn
• In 15 minutes from now everyone in this room will know how to respond to a
media call during a crisis situation
• Often titled the ‘Golden Hour’
• How to make your company crisis robust in the digital world
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 2

3. Key points
• Crises are not an aberration, they are part of our business
• The community now have a voice
• The community will judge on what they find
• The landscape has changed
• Management requires a new approach
• A solid foundation is required
• Reputation is part of your brand, and it’s not made overnight.
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 3

4. Traditional complaint process
• Write a letter
• Email company
• Call the company
• Call radio station, print or TV (Current Affair etc)
• Protest out the front
• Approach the company directly
All require you to identify yourself
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 4

5. Digital complaint process
• Email your contacts/post on social media site
• Create Facebook group
• Tweet
• Blog
• Post of Forum
Can identify yourself or be anonymous
Traditional media are monitoring, if issue has a following or their interest they will
engage
You can’t stop online complaints, but you can manage them.
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 5

6. So, what do you do with negative online comments?
• You need to be part of the conversation
• Remove any threatening, racist, obscene
• Offer the complainant to discuss/rectify off-line
• Post positive material about your company, link to third party validation where
possible
• Be professional at all times
• Link/direct to off-line number, email for follow up.
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 6

7. What you can do now
• Start building the ‘good will’ bank
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 7

8. Foundation for crisis ready
• Audit your organisation, ‘what could possibly go wrong’
• Mitigation process in place
• Have a position
• Policy and training
• Rehearsal
• Annual review
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 8

9. Five key points
• Establish the facts
• What we know
• What we don’t know
• What we are doing
• What we want you (the community) to do
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 9

10. In summary
• New landscape, we must adapt
• Be part of the conversation
• Remain professional
• Have a plan
• Have a position
• Ongoing review and rehearsal
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 10

11. Questions
Talent | Training | Crisis
Suite 5, Level 10, 118 Queens Street, Melbourne VIC 3000 T: 03 9602 4310 W: briggscommunications.com.au 11