This webinar was presented by WOMMA on December 10, 2014. It covers Crisis Communications and Crisis Planning for public relations, social media and marketing professionals.
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Before Disaster Strikes: Creating an Effective Crisis Communications Plan
1. 1
Before Disaster Strikes:
Creating an Effective Crisis Communications Plan
WOMMA Webinar
December 10, 2014
Sandra Fathi
President, Affect
Email: sfathi@affect.com
tweet: @sandrafathi
web: affect.com
blog: techaffect.com
tweet:
@sandrafathi
@teamaffect
tag:
#WOMMWednesday
2. 2
About WOMMA
WOMMA, http://www.womma.org, is the official trade association in the word of
mouth and social media marketing industries. WOMMA and its members are
committed to developing and maintaining appropriate ethical standards for
marketers and advertisers engaging in such marketing practices, identifying
meaningful measurement standards, and defining "best practices" for the industry.
WOMMA benefits are extended to your entire staff including marketing, social
media, digital, advertising, legal, ethics/compliance and consumer research
departments.
Want to learn more about WOMMA? Contact Juliana Fabiano, Membership
Juliana@womma.org
@JulFabiano
312-853-4400
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Governing Members
QUICK FACTS
- Nonprofit Trade Association
- Founded in 2004
-200+ Member Companies Globally
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5. 5
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6. PRESENTER BIO
SANDRA
FATHI
• Founder and president of Affect, a public relations and
social media firm specializing in technology, healthcare
and professional services
• 20+ years industry experience working in B2B and B2C
marketing and public relations from startups to
multinational public companies
• Active member of the public relations community:
o Tri-State District Chair, PRSA
o Past President, PRSA-NY Chapter
o Past President, PRSA Technology Section
sfathi@affect.com
@sandrafathi
7. Before Disaster Strikes: Creating an Effective
Crisis Communications Plan
WOMMA Webinar
December 10, 2014
Sandra Fathi
President, Affect
Email: sfathi@affect.com
tweet: @sandrafathi
web: affect.com
blog: techaffect.com
tweet:
@sandrafathi
@teamaffect
tag:
#WOMWednesday
9. CRISIS COMMUNICATIONS
RECOGNIZING
CRISES
Anticipating & Understanding Threats to a Business
People, Products, Facilities, Environment
Internal
• Employees
• Facilities
• Vendors/Suppliers
• Distributors/Resellers
• Product
External
• Acts of Nature
• Market
• Legal Restrictions/Law
• Customers
• Advocacy Groups
10. 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
11. 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
16. 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**
17. 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
18. 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
31. 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
32. CRISIS COMMUNICATIONS
10
THINGS
TO
KNOW
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