1. How to Measure Your Brand’s Reputation During and After a Crisis
PR News Measurement Conference
April 18, 2012
Priya Ramesh - @newpr

2. Only Half of Companies Have A Crisis Plan
Source: 2011 Crisis Readiness Study, Burson-Marstellar

3. Low Confidence Handling New Media During Crisis
Source: 2011 Crisis Readiness Study, Burson-Marstellar

4. Ten Commandments of Online Crisis Management
1. Thou shalt establish and train a Social Media SWAT Team
2. Thou shalt move at lightning speed
3. Thou shalt build a dark site to provide 24/7 updates
4. Thou shalt deploy a round the clock monitoring schedule
5. Thou shalt NOT delete negative comments on the crisis
6. Thou shalt be willing to say “Sorry” openly on the WWW
7. Thou shalt create hyper-transparency on the crisis situation
8. Thou shalt proactively alert media/bloggers on PR crisis
9. Thou shalt NOT feed the troll
10. Thou shalt not merely blog and tweet for crisis’ sake but
LISTEN and ENGAGE

5. Case Study: Crisis Situation
 Leading domain registrar
 Over 500,000 merchant
credit cards compromised
 Angry customers reacted
on Twitter, company
Facebook page, blogs and
online forums
 Customers threatened to
cancel subscriptions and
transfer to competitors

6. Key Goals
• Be as transparent as possible
• Respond to customer enquiries in real-time
• Provide round the clock updates
• Maintain customer loyalty and minimize
negative impact on brand reputation

7. Crisis Monitoring & Response Process
(www.careandprotect.com)
Make your dark site the communication hub

8. Online Reputation Monitoring Tools
FREE Google News Google Blog TweetDeck
Alerts Alerts
SMALL
BUSINESS Trackur
ENTERPRISE Radian6 Cision Buzzlogic
Top 10 Reputation Tracking Tools Worth Paying For

9. Proactive Measures to Neutralize Negative Sentiment
• Don’t stop PR activities that help generate positive mentions
• Create a strategy to increase positive online mentions to push
down the negative mentions on Google search results
• Positive mentions generated by Bi-annual Small Business Survey
and a Small Business Conference helped Network Solutions
maintain a high positive-neutral online sentiment post-crisis
• Proactively reaching out to media, bloggers and influentials
garnered positive mentions and tremendously reduced negative
chatter

10. Proactive PR Efforts = Great Media Coverage
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11. Maintaining Positive Online Sentiment
Increase PR efforts to generate positive
mentions online post-crisis. 72%
Positive/Neutral Online Sentiment

12. Awards and Peer Recognition
• 2010: Excellence in Online Reputation
Management
• Society for New Communications
Research (SNCR) 2010 Excellence in
New Communications Award.
• Prestigious awards program
honoring corporations that are
pioneering the use of social media
and Internet communications
technologies.
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13. “It takes 20 years to build
a reputation and five
minutes to ruin it. If you
think about that, you'll do
things differently.”
- Warren Buffet

14. Thank you
Priya Ramesh - @newpr
Director, Social Media, CRT/tanaka
(www.crt-tanaka.com)
pramesh@crt-tanaka.com
Blog: www.crttbuzzbin.com