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Digital Crisis Communications: Bill Cosby, Subway's Jared, and More

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Digital Crisis Communications: A Survival Guide Dallas SEM & SMC July 8, 2015


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About Scott Monty • Two decades of agency and brand experience • Strategic communications consultancy founded, 2015 • This Week in Digital newsletter smonty.co/twidsignup • @scottmonty


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“There cannot be a crisis next week. My schedule is already full.” - Henry Kissinger


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Lessons from Shackleton • Be prepared to dig in and go the distance • Assign roles • Be flexible • Pick your point people well • Have the right tools


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Two kinds of crises Unplanned / immediate • Natural disasters • Industrial accidents • Acts of terrorism Foreseen / emerging • Product recalls • Security breach / hacks • Rogue employees • Dissatisfied customers • Stupid marketing/PR decisions


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Crisis management tips


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1. Stop doing whatever is causing the crisis


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2. Know who your influencers are


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3. Listen / monitor


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4. Say something. Silence spurs rumors.


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5. Messaging should be appropriate for and on platforms where it’s happening


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6. Journalists use Twitter to mine for news


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7. Communicate from your people, not logos smonty.co/ rangerfire


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8. Integrate all channels – paid, earned, owned


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9. Admit your mistakes


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10. Prepare your employees Gaggle Amp


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Serenity now!


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Thank you scottmonty.com @scottmonty


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