Social media for crisis communications
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CPC&
SOCIAL MEDIA
FOR CRISIS COMMUNICATIONS
Charlie Pownall | CPC & Associates Ltd
KUALA LUMPUR | November 20, 2014
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© 2015 CPC & Associates Ltd. All rights reserved
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Agenda
1.
2.
3.
Changing crisis landscape
Responding to a crisis
Preparing for a crisis
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Product quality
Workplace injury
Labour dispute
Closure
Environmental abuse
Discrimination
Leadership ethics
Litigation
EXTERNAL
INTERNAL
Traditional crisis triggers
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Nationalism
Natural disaster
NGO activism
Competitor assault
Hostile takeover
Customer complaint
Whistleblower
etc
Supply chain mgmt
etc
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New crisis triggers
SOCIETAL
BEHAVIOURAL
TECHNOLOGICAL
STRATEGIC
OPERATIONAL
LEGAL
FINANCIAL
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The role of social media
Role of social media
IGNITE
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AMPLIFY
DEEPEN
SUSTAIN
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Social deepens reputation damage
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Crisis challenges
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Can strike from anywhere
Harder to manage
Shorter & sharper
Travel faster & further
Stay longer
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Harder to manage
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Source: Burson-Marsteller, 2013
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More rumours & misinformation
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Need for dialogue
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Who’s most at risk?
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Consumer goods & services
Energy & natural resources
Professional/local services
Financial services
Internet & e-commerce
Government
High profile individuals
© 2015 CPC & Associates Ltd. All rights reserved
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Agenda
1.
2.
3.
Changing crisis landscape
Responding to a crisis
Preparing for a crisis
© 2015 CPC & Associates Ltd. All rights reserved
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Move fast – Holding statement
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Recognise the issue
Acknowledge the urgency of the situation
Demonstrate it is being taken seriously
Express empathy for those affected
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Establish the right tone
CONCERN
CONTROL
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COMMITMENT
CONFIDENCE
COMPETENCE
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1. Move
Rebut
rumoursfast
& misinformation
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Move
Tell1.your
story fast
convincingly
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© 2015 CPC & Associates Ltd. All rights reserved
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