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5 new rules of PR crisis management

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How to avoid or overcome brand crisis in the age of information overload and digitalisation? How to use social media to deal with a PR Crisis? Does mass crisis communication still have a meaning, as it is immediately decrypted by social networks, media and publics? Welcome to the new era of Crisis Public Relations. The rules have changed. Here's what you need to know...

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5 new rules of PR crisis management

  1. 1. 5 NEW RULES of PR CRISIS MANAGEMENT
  2. 2. IN THE AGE OF INFORMATION OVERLOAD AND DIGITALISATION, CRISES – BASED ON FACTS, LEAKS OF CONFIDENTIAL INFORMATION, RUMOURS, GOSSIP, SMEAR ATTACKS, OR OTHER SPECULATIONS… - ARE AN EVERYDAY OCCURRENCE. PREPARED NESS IS MORE THAN EVER IMPORTANT 1.
  3. 3. PREPARED NESS IS MORE THAN EVER IMPORTANT THEY CAN ERUPT IN A FEW MINUTES, IN ANY FORM, AT ANY TIME – SOMETIMES STARTING FROM SMALL ISSUES SUCH AS A MARKETING CAMPAIGN GONE WRONG, A SIMPLE TWEET OR A NEGATIVE COMMENT ON A PUBLIC FORUM... 1.
  4. 4. NATURALLY, THIS RESULTS IN MORE ACCOUNTABILITY FOR PR PROFESSIONALS. “You can lose reputation that has taken many decades to build, in a simple click. This should put good PR at the centre of things.” MARTIN SORRELL PREPARED NESS IS MORE THAN EVER IMPORTANT WHAT CAN I DO? 1.
  5. 5. PREPARED NESS IS MORE THAN EVER IMPORTANT PR CRISIS MANAGEMENT IS NOT JUST ABOUT MANAGING THE PR STRATEGY DURING A CRISIS. IT IS A LONG-TERM INVESTMENT TO BUILD TRUST AND ADVOCATES. 1. DO NOT WAIT FOR A CRISIS TO BUILD - AND GROW - A GREAT REPUTATION
  6. 6. PREPARED NESS IS MORE THAN EVER IMPORTANT BEYOND FINANCIAL ASSETS, MUCH OF THE VALUE OF A BUSINESS IN TODAY’S WORLD IS IN THE INTANGIBLES THAT HAVE TO BE EARNED, SUCH AS REPUTATION AND A GOOD NETWORK OF SUPPORT. 1.
  7. 7. PREPARED NESS IS MORE THAN EVER IMPORTANT DON’T FORGET TO SPEAK ABOUT WHAT YOU DO FOR SOCIETY: JOBS CREATED, KNOWLEDGE DEVELOPMENT AND OTHER POSITIVE SOCIAL OR ECONOMIC IMPACTS. 1. YOUR BRAND OR INDUSTRY NEEDS SOCIETAL RELEVANCE
  8. 8. PREPARED NESS IS MORE THAN EVER 1. IMPORTANT MOBILE AND SOCIAL HAVE CHANGED THE WAY A LOW-LEVEL THREAT CAN ESCALATE VERY QUICKLY. HAVING A PLAN ALLOWS YOU TO REACT IN REAL TIME WITH APPROPRIATE SKILLS AND RESOURCES. DEVELOP A PLAN WHILE THERE ARE NO STORMS ON THE HORIZON
  9. 9. BIG DATAIN A HOLISTIC WAY USE 2. MEDIA CHANNELS GENERATE HUGE AMOUNTS OF DATA. A ROBUST CROSS- MEDIA MONITORING PLATFORM ALLOWS YOU TO BE ON TOP OF WHAT IS HAPPENING WITH BOTH YOUR TRADITIONAL (NEWSPAPERS, TV, RADIO…) AND DIGITAL MEDIA DATA. ALWAYS BE MONITORING
  10. 10. BIG DATAIN A HOLISTIC WAY USE 2. A/ SET UP ALERTS AND DO NOT MISS ANY OF THE INFORMATION YOU NEED TO PREVENT CRISIS OR REDUCE RISK. B/ IDENTIFY INFLUENTIAL SOURCES AND PEOPLE
  11. 11. BIG DATAIN A HOLISTIC WAY USE 2. TODAY, AN OFFLINE CRISIS OFTEN HAS AN IMPACT ONLINE. A BAD BUZZ, THAT USUALLY TAKES PLACE ON SOCIAL MEDIA CHANNELS, CAN TURN INTO A LONG-TERM CRISIS. DON’T NEGLECT SOCIAL MEDIA
  12. 12. BIG DATAIN A HOLISTIC WAY USE 2. THIS INCREASES THE IMPORTANCE OF LISTENING TO SOCIAL CONVERSATIONS BEFORE, DURING AND AFTER THE CRISIS.
  13. 13. BIG DATAIN A HOLISTIC WAY USE 2. A/ TRACK ANY UNUSUAL CHANGES AROUND YOUR SOCIAL DATA B/ SEE THE REACTION OFYOUR AUDIENCE TO STATEMENTS C/ BE AWARE OF WHAT INFLUENCERS ARE SAYING
  14. 14. BIG DATAIN A HOLISTIC WAY USE 2. BEYOND MONITORING, DRAWING INSIGHTS FROM ALL MEDIA DATA SOURCES ALLOWS FOR BETTER DECISION MAKING. MEDIA INTELLIGENCE CAN BE A VALUABLE ASSET
  15. 15. BIG DATAIN A HOLISTIC WAY USE 2. LEARN HOW TO USE ANALYSIS TOOLS SUCH AS… A/ ALGORITHMS - TO ANTICIPATE POTENTIAL ISSUES AND CRISIS B/ SENTIMENT ANALYSIS - TO IDENTIFY THE TONALITY OF CONVERSATIONS,TRENDS OR ISSUES C/ KPIS FOR CRISIS MEASUREMENT
  16. 16. BE FAST BE SUPER SEDED 3. OR IN THE SOCIAL MEDIA AGE, THE PRINCIPLE OF THE“GOLDEN HOUR” IS NOT LONGER RELEVANT. TODAY’S CRISES CAN INFLUENCE INTERNATIONAL AUDIENCES IN JUST A FEW SECONDS.
  17. 17. BE FAST BE SUPER SEDED 3. OR THIS SPEEDS UP THE RESPONSE TIME AND INCREASES THE IMPORTANCE OF REAL TIME INTELLIGENCE.
  18. 18. BE FAST BE SUPER SEDED 3. OR BEING ABLE TO REACT TO THE EARLY WARNINGS AND MANAGE CRISIS IN REAL TIME HAS BECOME A CRITICAL ISSUE FOR ALL PR PROFESSIONALS.
  19. 19. PROXI MITY TRANS PARENCY ARE YOUR BEST WEAPON 4. AND DO NOT PUT UP ANY BARRIERS TO THE MEDIA’S QUESTIONS.
  20. 20. PROXI MITY TRANS PARENCY ARE YOUR BEST WEAPON 4. AND BE REAL AND SHARE AS MUCH INFORMATION AS POSSIBLE. FOR EXAMPLE, USE A Q&A, PRESS RELEASES, SOCIAL MEDIA POSTS OR A COMPREHENSIVE MEDIA KIT, DEPENDING ON THE SITUATION.
  21. 21. PROXI MITY TRANS PARENCY ARE YOUR BEST WEAPON 4. AND TALK TO RELEVANT STAKEHOLDERS DIRECTLY, NOT JUST THROUGH THE MEDIA. CONNECT WITH THEM THROUGH THEIR PREFERRED CHANNELS – BE THAT TWITTER, A BLOG, OR A NEWSPAPER.
  22. 22. PROXI MITY TRANS PARENCY ARE YOUR BEST WEAPON 4. AND HARNESS THE SUPPORT OF YOUR COMMUNITY ON SOCIAL MEDIA BY SHARING INFORMATION IN THE RIGHT PLACE.
  23. 23. BE CREA TIVEEVEN WHEN YOU HAVE NO TIME AT ALL 5. THE SAME RECIPE DOES NOT APPLY TO EVERY PUBLIC RELATIONS CRISIS: NEVER FORGET TO BE CREATIVE AND PROVE THAT YOU ARE DOING YOUR BEST.
  24. 24. BE CREA TIVEEVEN WHEN YOU HAVE NO TIME AT ALL 5. THE CAPACITY TO MOBILISE CREATIVE TEAMS IS A DECISIVE STRENGTH. BY CREATING INFORMATIVE, UNIQUE, AND RELEVANT CONTENT THAT PEOPLE WILL WANT TO READ AND SHARE (SUCH AS VIDEOS, INFOGRAPHICS OR INTERACTIVE CAMPAIGNS) YOU CAN TELL YOUR STORY EFFECTIVELY AND IN A WAY THAT IS MEMORABLE AND COMPELLING.
  25. 25. BE CREA TIVEEVEN WHEN YOU HAVE NO TIME AT ALL 5. “What cannot be eschewed must be embraced” W. SHAKESPEARE AGILITY AND CREATIVITY ARE YOUR BEST DEFENSE. WITH A BRIGHT IDEA YOU CAN EVEN COME OUT OF THE CRISIS ON TOP.
  26. 26. CRE DITS CRE DITS SLIDE 2 – carrotcomms.co.uk - http://carrotcomms.co.uk/november- in-brand-fail-from-major-pr-crises-to-thoughtless-tweeting SLIDE 3 - www.youtube.com/user/smo310la - http://i.ytimg.com/vi/2G- dvKh3Gr3E/maxresdefault.jpg - https://www.youtube.com/watch?v=2Gd- vKh3Gr3E SLIDE 4 - unelibanaiseaparis.com - http://unelibanaiseaparis.com/en/2012/12/07/ la-brioche-au-nutella/p1220640/ SLIDE 5 - static2.businessinsider.com -http://static2.businessinsider.com/image/518b- b0b4ecad04f65d00001a/how-nike-solved-its-sweatshop-problem.jpg SLIDE 6 - lakewoodlodges.com - https://yt3.ggpht.com -GMVqfOD_1aA/AAAAAAAAAAI/ AAAAAAAAAAA/wvJIoU8bLfc/s900-c-k-no/photo.jpg SLIDE 7 - www.corpwatch.org - http://www.corpwatch.org/article.php?id=15806 - Photo: code- pinkhq SLIDE 8 – www.businessinsider.com - http://www.businessinsider.com/big-brands-in-bangladesh-fac- tories-2013-5?IR=T - REUTERS/Andrew Biraj SLIDE 9 & 10 - www.funnyordie.com - http://www.funnyordie.com/videos/372fc34d78/abercrombie-fit- ch-apologizes-to-fat-people SLIDE 11 - www.rts.ch - http://www.rts.ch/info/monde/4299209-total-est-condamne-pour-pollution-maritime- dans-le-naufrage-d-erika.html - Jacky Naegelen - Reuters SLIDE 12 & 13 - www.rts.ch - http://www.rts.ch/info/monde/4299209-total-est-condamne-pour-pollution-maritime- dans-le-naufrage-d-erika.html - Jacky Naegelen - Reuters SLIDES 14 & 15 - www.grazia.fr - http://www.grazia.fr/societe/news/viande-de-cheval-des-factures-accablent-le-sous- traitant-spanghero-539035 - © SIPA PRESS SLIDE 16 - dailymotion.com/LeNouvelObservateur - http://s2.dmcdn.net/CZJBy/1280x720-77m.jpg - http://www.dailymotion. com/video/x2qkrr3 SLIDE 17 - www.etsy.com - https://www.etsy.com/search/vintage?q=pepsi+bottle - https://img0.etsystatic.com/067/0/6704795/ il_340x270.799143740_8rip.jpg SLIDE 18 - goldmansachsisnotanaftershave.org - http://goldmansachsisnotanaftershave.org/inditex-en-tiempos-de-crisis-maquilas-asia- ticas/ - Ropa Limpia SLIDE 19 - www.washingtonpost.com - http://www.washingtonpost.com/local/obituaries/james-e-burke-johnson-and-johnson-ceo-during-tyle- nol-poisonings-30-years-ago-dies-at-87/2012/10/01/9ad4be06-0be1-11e2-bd1a-b868e65d57eb_story.html - AP SLIDE 20 - time.com - http://time.com/3423136/tylenol-deaths-1982/ - Jim Preston— The Denver Post / Getty Images
  27. 27. CRE DITS CRE DITS SLIDE 21 - qz.com - http://qz.com/252466/target-customers-havent- forgiven-it-for-that-data-breach/ - Reuters/Mike Blake SLIDE 22 - www.govtech.com - https://www.flickr.com/photos/roadsidepic- tures/2923629922 - FLICKR/ROADSIDEPICTURES SLIDE 23 - www.nbcnews.com - http://media4.s-nbcnews.com/j/news- cms/2014_12/258861/140317-toyota-recall-congress-mms-1931_68a- f299a54d7ddcaa1b3341fa1ad2358.nbcnews-ux-600-480.jpg - Alex Wong / Getty Images SLIDE 24 - redeamigaudc.com - http://redeamigaudc.com/2015/05/06/sebastian-royo- medina-participa-en-el-ciclo-en-codigo-abierto-de-la-catedra-inditex-udc/ SLIDE 25 - www.prmoment.com - http://www.prmoment.com/2813/communica- tor-of-the-week-sir-richard-branson.aspx Powering Informed Decisions NEVER LETYOUR GUARD DOWN The media is unpredictable and no one is immune to a PR crisis. We alert you to negative coverage of your brand or organisation over online, press, broadcast and social media. With our service, you are quickly and accurately informed of the impact negative coverage has on your business so you can react swiftly and effectively. Read more on our website: kmni.co.uk / kmni.ie

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