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Before Disaster Strikes: Creating an Effective Crisis Communications Plan

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Sandra Fathi
Sandra Fathi

Presented at Ragan's Social Media for PR & Corporate Communications Conference at Disney World Feb 18, 2015

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Before Disaster Strikes: Creating an Effective Crisis Communications Plan Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganDisney 3rd Annual Ragan Social Media for PR & Corporate Communications Conference at Disney World
Before Disaster Strikes: Creating an Effective Crisis Communications Plan Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganDisney 3rd Annual Ragan Social Media for PR & Corporate Communications Conference at Disney World
PRESENTER BIO SANDRA  FATHI   •  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o  Immediate Past Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section sfathi@affect.com     @sandrafathi  
CRISIS COMMUNICATIONS CORE  CONCEPTS   4 Phases of Crisis Communications •  Readiness •  Response •  Reassurance •  Recovery
CRISIS COMMUNICATIONS RECOGNIZING  CRISES   Internal •  Employees •  Facilities •  Vendors/Suppliers •  Distributors/Resellers •  Product External •  Acts of Nature •  Market •  Legal Restrictions/Law •  Customers •  Advocacy Groups Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment
CRISIS COMMUNICATIONS CRISIS  SCENARIOS   1.  Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2.  Employee arrested for hit and run accident – Now Appearing in Google Search 3.  Employee abusing drugs – Now Posted on his Facebook Profile 4.  Customer credit card details leaked – Now On Twitter 5.  Employee posts rant on company and exposes confidential information – Now on YouTube 6.  Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
CRISIS COMMUNICATIONS EXERCISE  #1   Create A Chart: Potential Threats to Your Business People   Products/ Services   Facili3es/ Opera3ons   Environment   Rank Order High Alert to Low Alert
CRISIS COMMUNICATIONS READINESS   Anticipating a Crisis 1.  Crisis Mapping (SWOT Analysis) 2.  Policies and Procedures (Prevention) 3.  Crisis Monitoring 4.  Crisis Communications Plan 5.  Crisis Action Plan 6.  Crisis Standard Communications Template
CRISIS COMMUNICATIONS RESPONSE  TIMES   How long before the $@!& hits the fan?
CRISIS COMMUNICATIONS EXAMPLE:  GENERAL  MOTORS  
CRISIS COMMUNICATIONS EXAMPLE:  GENERAL  MOTORS  
1. Develop materials: •  Messages/FAQ •  Prepared statements •  Press release template •  Customer letters 2.  Train employees •  Awareness •  Anticipation •  Organizational Preparation 3. Prepare channels: •  Hotline •  Dark site •  Social Media CRISIS COMMUNICATIONS RESPONSE:  CRISIS  TOOLKIT  
CRISIS COMMUNICATIONS RESPONSE   Preparing a Response 1.  Don’t delay 2.  Acknowledge situation 3.  Acknowledge impact and ‘victims’ 4.  Commit to investigate 5.  Commit to sharing information and cooperation with relevant parties 6.  Share corrective action plan if available 7.  Respond in the format in which the crisis was received**
CRISIS COMMUNICATIONS EXAMPLE:  1800  FLOWERS  
CRISIS COMMUNICATIONS EXERCISE  #2   Prepare a Template Crisis Response: 1.  What happened? 2.  What do we know about it? 3.  Who/what was impacted? 4.  How do we feel about it? (How should we feel?) 5.  What are we going to do about it? 6.  When are we going to do it? 7.  When/how will we communicate next?
CRISIS COMMUNICATIONS REASSURANCE   Who to Reassure? How to Reassure? 1.  Develop full response plan 2.  Put plan into action: Immediate remedy 3.  Communicate results of plan and impact 4.  Reaffirm commitment to correction 5.  Demonstrate results of program
CRISIS COMMUNICATIONS RECOVERY   Preparing a Long-term Recovery Plan 1.  Review need for operational, regulatory, environmental and employee changes 2.  Develop long-term plan including policies and prevention tactics 3.  Reassess crisis plan 4.  Regain customer/public trust
CRISIS COMMUNICATIONS EXAMPLE:  PAPER  MAGAZINE  
CRISIS COMMUNICATIONS EXAMPLE:  PAPER  MAGAZINE  
CRISIS COMMUNICATIONS EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: Con Edison •  6,500 Twitter Followers to 23,000 within 2 Weeks •  25 videos posted on pre-Sandy preparation •  100,000+ views and multiple broadcast airings of videos •  2500 Press Release RTs •  140,000 Flickr restoration image views EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: MTA •  Empower street crews •  Empower consumers •  Update MTA.info, YouTube, Flickr, Twitter, FaceBook •  Utilize Urban Digital Panels •  Email/Text Alerts MTA’s 4 Categories of Media Shared: •  Before: Preparation •  During: Storm Hits •  Aftermath 1: Damage •  Aftermath 2: Restoration EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS EXAMPLE:  ConEd  &  MTA  
CRISIS COMMUNICATIONS EXAMPLE:  MICROSOFT    
CRISIS COMMUNICATIONS EXAMPLE:  MICROSOFT  
CRISIS COMMUNICATIONS EXAMPLE:  AMERICAN  APPAREL  
CRISIS COMMUNICATIONS EXAMPLE:  AMERICAN  APPAREL  
CRISIS COMMUNICATIONS EXAMPLE:  AMERICAN  APPAREL  
CRISIS COMMUNICATIONS EXAMPLE:  TIDE  LAUNDRY  PODS  
CRISIS COMMUNICATIONS EXAMPLE:  TIDE  LAUNDRY  PODS  
CRISIS COMMUNICATIONS EXAMPLE:  SONY  HACK   •  Day 1: 11/24 – Computer screen takeover and threatening message to reveal all internal data •  Day 2: 11/25 – All Sony Computers shut down in NY, Hollywood and international. Sony claims to be ‘Investigating an IT Matter” •  Day 3: 11/26 – Still no computers, email or voicemail •  Day 4: 11/27 – 5 Sony films (not yet releases) dumped online on file-sharing hubs •  Days 5, 6, 7 – Stories swirl about North Korean involvement •  Day 8: 12/1 - Sony hires a cyber security firm, FBI launches investigation •  Day 9: 12/2 – Sony chiefs Michael Lynton and Amy Pascal issue company-wide alert to employees about the attack •  ...... •  Day 22: 12/6th – Cyberterrorists threaten to attack movie theaters that show The Interview •  All hell breaks loose
CRISIS COMMUNICATIONS EXAMPLE:  SONY  HACK   1.  Men are paid more than women (stars and executives) 2.  Quid pro quo at play (with journalists) 3.  Ugly side of business (Angelina Jolie ‘minimally talented spoiled brat’ and racially charged jokes about Obama’s taste in movies) 4.  Tracking detailed medical costs and health information about employees 5.  Revealing celebrity aliases
CRISIS COMMUNICATIONS EXERCISE  #3   WWYD: What Would You Do? At each stage of the crisis, SONY seems to have made major mistakes. What would you have done differently for each stage? 1.  Readiness 2.  Response 3.  Reassurance 4.  Recovery
CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW     1.  Implement Policies to Address Potential Vulnerabilities 2.  Use Social Media as a Tool for Crisis Monitoring 3.  Understand the Response-ability of Social Media 4.  Establish a Framework for Response 5.  Build a Social Media Crisis Toolkit
6.  Know Where to Respond 7.  Prepare Your Employees in Advance 8.  Establish the Proper Tone 9.  Kill the Automation Switch 10.  Be Honest, Be Transparent CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW    
CRISIS COMMUNICATIONS RESOURCES   White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
How to Create an Effective Crisis Communications Plan Before Disaster Strikes Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Slides Available: Slideshare.net/sfathi #RaganDisney

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Before Disaster Strikes: Creating an Effective Crisis Communications Plan

  • 1. Before Disaster Strikes: Creating an Effective Crisis Communications Plan Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganDisney 3rd Annual Ragan Social Media for PR & Corporate Communications Conference at Disney World
  • 2. Before Disaster Strikes: Creating an Effective Crisis Communications Plan Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganDisney 3rd Annual Ragan Social Media for PR & Corporate Communications Conference at Disney World
  • 3. PRESENTER BIO SANDRA  FATHI   •  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o  Immediate Past Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section sfathi@affect.com     @sandrafathi  
  • 4. CRISIS COMMUNICATIONS CORE  CONCEPTS   4 Phases of Crisis Communications •  Readiness •  Response •  Reassurance •  Recovery
  • 5. CRISIS COMMUNICATIONS RECOGNIZING  CRISES   Internal •  Employees •  Facilities •  Vendors/Suppliers •  Distributors/Resellers •  Product External •  Acts of Nature •  Market •  Legal Restrictions/Law •  Customers •  Advocacy Groups Anticipating & Understanding Threats to a Business People, Products, Facilities, Environment
  • 6. CRISIS COMMUNICATIONS CRISIS  SCENARIOS   1.  Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram 2.  Employee arrested for hit and run accident – Now Appearing in Google Search 3.  Employee abusing drugs – Now Posted on his Facebook Profile 4.  Customer credit card details leaked – Now On Twitter 5.  Employee posts rant on company and exposes confidential information – Now on YouTube 6.  Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog
  • 7. CRISIS COMMUNICATIONS EXERCISE  #1   Create A Chart: Potential Threats to Your Business People   Products/ Services   Facili3es/ Opera3ons   Environment   Rank Order High Alert to Low Alert
  • 8. CRISIS COMMUNICATIONS READINESS   Anticipating a Crisis 1.  Crisis Mapping (SWOT Analysis) 2.  Policies and Procedures (Prevention) 3.  Crisis Monitoring 4.  Crisis Communications Plan 5.  Crisis Action Plan 6.  Crisis Standard Communications Template
  • 9. CRISIS COMMUNICATIONS RESPONSE  TIMES   How long before the $@!& hits the fan?
  • 12. 1. Develop materials: •  Messages/FAQ •  Prepared statements •  Press release template •  Customer letters 2.  Train employees •  Awareness •  Anticipation •  Organizational Preparation 3. Prepare channels: •  Hotline •  Dark site •  Social Media CRISIS COMMUNICATIONS RESPONSE:  CRISIS  TOOLKIT  
  • 13. CRISIS COMMUNICATIONS RESPONSE   Preparing a Response 1.  Don’t delay 2.  Acknowledge situation 3.  Acknowledge impact and ‘victims’ 4.  Commit to investigate 5.  Commit to sharing information and cooperation with relevant parties 6.  Share corrective action plan if available 7.  Respond in the format in which the crisis was received**
  • 15. CRISIS COMMUNICATIONS EXERCISE  #2   Prepare a Template Crisis Response: 1.  What happened? 2.  What do we know about it? 3.  Who/what was impacted? 4.  How do we feel about it? (How should we feel?) 5.  What are we going to do about it? 6.  When are we going to do it? 7.  When/how will we communicate next?
  • 16. CRISIS COMMUNICATIONS REASSURANCE   Who to Reassure? How to Reassure? 1.  Develop full response plan 2.  Put plan into action: Immediate remedy 3.  Communicate results of plan and impact 4.  Reaffirm commitment to correction 5.  Demonstrate results of program
  • 17. CRISIS COMMUNICATIONS RECOVERY   Preparing a Long-term Recovery Plan 1.  Review need for operational, regulatory, environmental and employee changes 2.  Develop long-term plan including policies and prevention tactics 3.  Reassess crisis plan 4.  Regain customer/public trust
  • 21. CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: Con Edison •  6,500 Twitter Followers to 23,000 within 2 Weeks •  25 videos posted on pre-Sandy preparation •  100,000+ views and multiple broadcast airings of videos •  2500 Press Release RTs •  140,000 Flickr restoration image views EXAMPLE:  ConEd  &  MTA  
  • 23. CRISIS COMMUNICATIONS Hurricane Sandy Social Media Facts: MTA •  Empower street crews •  Empower consumers •  Update MTA.info, YouTube, Flickr, Twitter, FaceBook •  Utilize Urban Digital Panels •  Email/Text Alerts MTA’s 4 Categories of Media Shared: •  Before: Preparation •  During: Storm Hits •  Aftermath 1: Damage •  Aftermath 2: Restoration EXAMPLE:  ConEd  &  MTA  
  • 32. CRISIS COMMUNICATIONS EXAMPLE:  SONY  HACK   •  Day 1: 11/24 – Computer screen takeover and threatening message to reveal all internal data •  Day 2: 11/25 – All Sony Computers shut down in NY, Hollywood and international. Sony claims to be ‘Investigating an IT Matter” •  Day 3: 11/26 – Still no computers, email or voicemail •  Day 4: 11/27 – 5 Sony films (not yet releases) dumped online on file-sharing hubs •  Days 5, 6, 7 – Stories swirl about North Korean involvement •  Day 8: 12/1 - Sony hires a cyber security firm, FBI launches investigation •  Day 9: 12/2 – Sony chiefs Michael Lynton and Amy Pascal issue company-wide alert to employees about the attack •  ...... •  Day 22: 12/6th – Cyberterrorists threaten to attack movie theaters that show The Interview •  All hell breaks loose
  • 33. CRISIS COMMUNICATIONS EXAMPLE:  SONY  HACK   1.  Men are paid more than women (stars and executives) 2.  Quid pro quo at play (with journalists) 3.  Ugly side of business (Angelina Jolie ‘minimally talented spoiled brat’ and racially charged jokes about Obama’s taste in movies) 4.  Tracking detailed medical costs and health information about employees 5.  Revealing celebrity aliases
  • 34. CRISIS COMMUNICATIONS EXERCISE  #3   WWYD: What Would You Do? At each stage of the crisis, SONY seems to have made major mistakes. What would you have done differently for each stage? 1.  Readiness 2.  Response 3.  Reassurance 4.  Recovery
  • 35. CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW     1.  Implement Policies to Address Potential Vulnerabilities 2.  Use Social Media as a Tool for Crisis Monitoring 3.  Understand the Response-ability of Social Media 4.  Establish a Framework for Response 5.  Build a Social Media Crisis Toolkit
  • 36. 6.  Know Where to Respond 7.  Prepare Your Employees in Advance 8.  Establish the Proper Tone 9.  Kill the Automation Switch 10.  Be Honest, Be Transparent CRISIS COMMUNICATIONS 10  THINGS  TO  KNOW    
  • 37. CRISIS COMMUNICATIONS RESOURCES   White Paper: Crisis Communications in the Social Media Age Download at: Affect.com
  • 38. How to Create an Effective Crisis Communications Plan Before Disaster Strikes Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Slides Available: Slideshare.net/sfathi #RaganDisney