Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Social Media

Social Shakeup Atlanta: When the Sh*t Hits the Fan - Managing Crises on Social Media

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  PROPRIETARY & CONFIDENTIALMarch 4, 2010Affect Strategies CASE STUDIES: When The Sh-t Hits The Fan: Managing Crises On Social Media The Social Shakeup Atlanta May 23, 2017 May 22-24, 2017 | Atlanta
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  PROPRIETARY & CONFIDENTIALMarch 4, 2010Affect Strategies CASE STUDIES: When The Sh-t Hits The Fan: Managing Crises On Social Media The Social Shakeup Atlanta May 23, 2017 May 22-24, 2017 | Atlanta
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  PROPRIETARY & CONFIDENTIAL SANDRAFATHI Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o  Board Member, PR Council o  Past Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section   @sandrafathi sfathi@affect.com @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL SAMPLECRISIS WORK o  Data Breaches, Identity Theft, Website Hacks, Malware (Multiple Companies) o  Product Recall for Potential Lead Poisoning (Baby Product) o  Hurricane Sandy, Hurricane Irene (ConEd) o  Worker Strike, Manhole Cover Explosion, Building Explosion (ConEd) o  Hit & Run (By Company Employee) o  Sexual Harassment and Executive Misconduct (By CEO) o  Executive Arrest for DUI o  Terrorist Activity Interrupts Operations (Tech Company) o  Foreign Mafia Threats on Executives o  Employee Kidnapping/Release by Militia (EDS) @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL REALCRISIS @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL REALCONSEQUENCES @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL DOMINO-EFFECT @sandrafathi#shakeupshow
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  PROPRIETARY & CONFIDENTIAL ROADTO RECOVERY @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL CORECONCEPTS CRISIS COMMUNICATIONS 4 Phases of Crisis Communications 1.  Readiness 2.  Response 3.  Reassurance 4.  Recovery @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL PHASE1: READINESS PREVENTATIVE MEDICINE 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 @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL THREATMAPPING RISK ASSESSMENT 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, Information @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL CRISISCOMMUNICATIONS ANTICIPATING THREATS Create A Chart: Threats to Your Business HR Sales Marketing Finance Rank Order High Risk to Low Risk @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL PHASE2: RESPONSE CRISIS TOOLKIT 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 4. Data Breach/Customer Assistance Resources •  Microsite/Landing Page FAQ •  Identity Theft Remediation Services •  Force Password/Account Information Change •  Special Customer Advocate/Team @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL IMMEDIATEACTION BEST PRACTICES 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** @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL RESPONSEOUTLINE CRITICAL INFORMATION 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? @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL PHASE3: REASSURANCE DOSE OF MEDICINE 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 @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL PHASE4: RECOVERY LONG-TERM TREATMENT PLAN Rebuilding reputation, trust and customer loyalty Implementing preventative measures for long-term crisis mitigation and/or prevention 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 @sandrafathi #shakeupshow
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  PROPRIETARY & CONFIDENTIAL 1. ImplementPolicies to Address Potential Vulnerabilities 2. Establish a Regular Review Cycle for Crisis Preparation 3. Establish Inter-Departmental Cooperation 4. Establish a Framework for Response 5. Build a Crisis Toolkit 10 KEY TAKEAWAYS @sandrafathi #shakeupshow 6. Know Where & How to Respond 7. Prepare Your Employees in Advance 8. Establish Assistance Services for those Impacted 9. Know the Relevant Legal & Regulatory Requirements 10. Be Honest, Be Transparent
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  PROPRIETARY & CONFIDENTIALMarch 4, 2010Affect Strategies Thank you Slides Available: Slideshare.net/sfathi Sandra Fathi President Affect sfathi@affect.com @sandrafathi White Paper: Crisis Communications in the Social Media Age Download at: Affect.com