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Flash Fires: Crisis Communications in the Age of NOW

Presentation given at TriState Conference for PRSA and part of Communications Week 2016

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Flash Fires: Crisis Communications in the Age of NOW

  1. 1. PROPRIETARY & CONFIDENTIAL March 4, 2010Affect Strategies FLASH FIRES: Crisis Communications in the Age of Now Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Tri-State District Conference, Communications Week October 18, 2016
  2. 2. PROPRIETARY & CONFIDENTIAL OCTOBER 18, 2016Affect SANDRA FATHI BIO 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  Board Member, PRSA-NY o  Past Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section   sfathi@affect.com @sandrafathi
  3. 3. PROPRIETARY & CONFIDENTIALAffect CRISIS WORK SAMPLE EXPERIENCE 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)   OCTOBER 18, 2016
  4. 4. PROPRIETARY & CONFIDENTIALAffect CORE CONCEPTS CRISIS COMMUNICATIONS 4 Phases of Crisis Communications 1.  Readiness 2.  Response 3.  Reassurance 4.  Recovery OCTOBER 18, 2016
  5. 5. PROPRIETARY & CONFIDENTIALAffect CORE CONCEPTS CRISIS COMMUNICATIONS 4 Phases of Crisis Communications 1.  Readiness 2.  Response 3.  Reassurance 4.  Recovery In the Age of Now – These Phases Happen Simultaneously OCTOBER 18, 2016
  6. 6. PROPRIETARY & CONFIDENTIALAffect DECISION FLOW CHART ANATOMY OF A CRISIS OCTOBER 18, 2016 Good News? Yes: Stop No: Continue Factually Correct Yes: Stop No: Continue Can We Influence? No: Stop Yes: Continue Engage & Respond
  7. 7. PROPRIETARY & CONFIDENTIALAffect ANYTIME, ANYWHERE WHEN CRISIS STRIKES OCTOBER 18, 2016
  8. 8. PROPRIETARY & CONFIDENTIALAffect ANYTIME, ANYWHERE WHEN CRISIS STRIKES OCTOBER 18, 2016
  9. 9. PROPRIETARY & CONFIDENTIALAffect PHASE 1: 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 OCTOBER 18, 2016
  10. 10. PROPRIETARY & CONFIDENTIALAffect THREAT MAPPING 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 OCTOBER 18, 2016
  11. 11. PROPRIETARY & CONFIDENTIALAffect CRISIS COMMUNICATIONS ANTICIPATING THREATS Create A Chart: Potential Threats to Your Business People Products/ Services Facilities/ Operations Environment Rank Order High Risk to Low Risk OCTOBER 18, 2016
  12. 12. PROPRIETARY & CONFIDENTIALAffect PHASE 2: RESPONSE SPEED & AGILITY How long before the shit hits the fan? General guidelines: 1.  Twitter - Minutes 2.  Facebook – Couple of hours 3.  Blog – Up to a day 4.  Broadcast – Few hours 5.  Print (Local/Industry) - 1-2 Days 6.  Print (National) - Up to a few hours Every Crisis is Different: The Rule Is, There Are No Rules OCTOBER 18, 2016
  13. 13. PROPRIETARY & CONFIDENTIALAffect SOCIAL MEDIA - FB DELTA – BLACK DOCTOR DISCRIMINATION OCTOBER 18, 2016
  14. 14. PROPRIETARY & CONFIDENTIALAffect MAINSTREAM MEDIA DELTA – BLACK DOCTOR DISCRIMINATION First reported on October 9th OCTOBER 18, 2016
  15. 15. PROPRIETARY & CONFIDENTIALAffect MAINSTREAM MEDIA DELTA – BLACK DOCTOR DISCRIMINATION OCTOBER 18, 2016
  16. 16. PROPRIETARY & CONFIDENTIALAffect DELTA RESPONDS – 5 DAYS LATER OCTOBER 18, 2016
  17. 17. PROPRIETARY & CONFIDENTIALAffect SOCIAL MEDIA KEEPS STORY ALIVE OCTOBER 18, 2016
  18. 18. PROPRIETARY & CONFIDENTIALAffect CRISIS TOOLKIT RESPONSE RESOURCES 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 OCTOBER 18, 2016
  19. 19. PROPRIETARY & CONFIDENTIALAffect SLOW BURN CRISIS MYLAN EPIPEN OCTOBER 18, 2016
  20. 20. PROPRIETARY & CONFIDENTIALAffect SLOW BURN CRISIS MYLAN EPIPEN OCTOBER 18, 2016
  21. 21. PROPRIETARY & CONFIDENTIALAffect TWEETSTORM – A YEAR LATER MYLAN EPIPEN OCTOBER 18, 2016
  22. 22. PROPRIETARY & CONFIDENTIALAffect IMMEDIATE ACTION 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** OCTOBER 18, 2016
  23. 23. PROPRIETARY & CONFIDENTIALAffect RESPONSE OUTLINE 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? OCTOBER 18, 2016
  24. 24. PROPRIETARY & CONFIDENTIALAffect SAMSUNG RECALL HOW DID WE GET HERE OCTOBER 18, 2016
  25. 25. PROPRIETARY & CONFIDENTIALAffect SAMSUNG TIMELINE GALAXY NOTE 7 Aug 7 – Samsun unveils Galaxy Note 7 Aug 19 – Galaxy Note 7 selling in 10 markets (including US) Aug 24 – Report of Note 7 explosion in South Korea Sept 2 – Samsung recalls 2.5 million Note 7 phones citing faulty batteries Sept 8 – FAA advises passengers not to turn on or charge Note 7 on an aircraft or storw in cargo Sept 9 - US Consumer Product Safety Commission urges users to stop using their phone Sept 15 – US Consumer Product Safety Commission formally recalls 1M Note 7 phones Sept 16 – Florida man sues Samsung for burns from Note 7 explosion Sept 19 Samsung starts Note 7 exchange program in South Korea OCTOBER 18, 2016
  26. 26. PROPRIETARY & CONFIDENTIALAffect SAMSUNG TIMELINE GALAXY NOTE 7 October 9 – AT&T, T-Mobile halt issuing new Note 7 due to safety concerns October 10 – Samsung says it’s adjusting Note 7 shipments for inspections, quality control due to more phones catching fire. October 11 – Samsung permanently halts sales and production of Note 7 phones and asks customers to stop using the phones as it investigates reports of fires in new devices October 15 – FAA Issues Emergency Order Banning Note 7 cellphones on Aircraft OCTOBER 18, 2016
  27. 27. PROPRIETARY & CONFIDENTIALAffect SAMSUNG RESPONSE CAN YOU FIND IT OCTOBER 18, 2016
  28. 28. PROPRIETARY & CONFIDENTIALAffect SAMSUNG RESPONSE CAN YOU FIND IT OCTOBER 18, 2016
  29. 29. PROPRIETARY & CONFIDENTIALAffect PHASE 3: 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 OCTOBER 18, 2016
  30. 30. PROPRIETARY & CONFIDENTIALAffect PHASE 4: 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 OCTOBER 18, 2016
  31. 31. PROPRIETARY & CONFIDENTIALAffect 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 10 KEY TAKEAWAYS CRISIS COMMUNICATIONS OCTOBER 18, 2016
  32. 32. PROPRIETARY & CONFIDENTIALAffect 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 10 KEY TAKEAWAYS CRISIS COMMUNICATIONS OCTOBER 18, 2016
  33. 33. PROPRIETARY & CONFIDENTIALAffect RESOURCES White Paper: Crisis Communications in the Social Media Age Download at: Affect.com OCTOBER 18, 2016
  34. 34. PROPRIETARY & CONFIDENTIAL March 4, 2010Affect Strategies Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Slides Available: Slideshare.net/sfathi

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