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Moderator: Victoria Harres PR Newswire

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Moderator: Victoria Harres PR Newswire


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Victoria Harres - @VictoriaHarres VP, Strategic Communications & Content PR Newswire Gerard Braud - @GBraud CEO/President Braud Communications James E. Lukaszewski - @JimLukaszewski America’s Crisis Guru, President The Lukaszewski Group – Division Risdall Marketing


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Definition of crisis Anticipating how a crisis plays out The social media angle Being prepared with a plan How to guide your leaders through crisis What we’ll discuss:


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As communicators we deal with crisis all the time. If we do our jobs well, most people won’t know they ever happened.


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Click here To listen to the full webinar recording


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Photo sources from Flickr users: U.S. Army Corps of Engineers, Birdies100, Simon Law, Geoffrey Gilmour-Taylor, Luke Addison, opensource.com, Ben Ostrowsky, Michelle Tribe, Eirik Solheim, Mark


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A crisis is …


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Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Speed 8


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Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Vulnerability Assessment What is your “It?” 11


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Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Pre-written News Releases 12


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Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Heart of Plan 13


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Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Media Training 14


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Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Crisis Drill 15


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James E. Lukaszewski, ABC, Fellow IABC, APR, Fellow PRSA, BEPS Emeritus 24/7 Cell: 203-948-7029 | Email: jel@e911.com | Web: www.e911.com Blog: www.e911.com/wisdom-of-americas-crisis-guru/ Twitter: @jimlukaszewski LinkedIn: www.linkedin.com/in/jameslukaszewski/


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How to Convince the Boss to Act Reduce your enthusiasm. Focus on the threats to them – be sensible, simple, positive and constructive. Let them approve the process before you spring your plan. Leaders like to choose their own directions and solutions. 17 @jimlukaszewski


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Here is What to Talk About 18 @jimlukaszewski 18


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Why They Do It Block public or private actions Bully and humiliate Corporate dis- or misinformation Decrease or increase market capitalization Legitimate problem that they cannot get solved by any other means 19 @jimlukaszewski 19


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Why They Do It (continued) Giving a voice to victims Just because they can Publicity for their cause Revenge and extortion Social-Political-Religious agendas Target organization to stop certain behaviors It’s Because They Are Victims 20 @jimlukaszewski 20


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So What? Attack strategies can build huge, diverse audiences quickly. Sites remain long after problems are resolved, sometimes forever. Attacks raise questions among key base audiences that must be answered, in any event. Failing to respond can be toxic to leader reputation and career. 21 @jimlukaszewski 21


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And Why? Management needs to understand… help them. Your destiny is your responsibility. Social media counteracts the #1 criticism of all crisis response – failure to speak promptly. Even the briefest pause or silent period is impossible to credibly explain or excuse. Silence makes you the perpetrator. If you don’t manage your own destiny, someone else is waiting out there to do it for you, or is already trying. 22 @jimlukaszewski 22


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Lukaszewski’s 1st Axiom of Crisis Survival Neither the government, your toughest critic, blogger, bloviator or bellyacher, or the media can take you down. It’s always done by an uninformed but well-meaning employee, self-appointed explainer, critic, a well-meaning friend or relative. 23 @jimlukaszewski 23


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Types of Cyber Attacks Bellyaching Bloviating Bullying Carping Confrontation Contentiousness Customer retribution Customer service complaint Damage reputation Denial of service Disturb sales Extortion Hate Misinformation Revenge rumors Stock value impairment Terrorism Threats Vent Whispers 24 @jimlukaszewski 24


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Nine Tactics of On-line Activists Polarize the issue. Build a support base on the Web. Trivialize, emotionalize, insult, humiliate. Anger, debilitate, violate trademarks, and misinterpret every response. Use ultimatums. Register their site in search engines. Postings on message boards. Work the e-news media. Misinform, misdirect, misstate, mindlessly question, be infuriating. @jimlukaszewski 25


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There’s still a common tool often triggered by an overlooked adverse event to someone else. www.ihatexyzcompany.com Attack Sites 26 @jimlukaszewski 26


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Gripe Sites www.planetfeedback.com www.publicopinion.com www.epinions.com www.yelp.com www.ripoffreport.com www.i-need-a-rant.co.uk www.gripesonline.com www.sickofbeingscrewed.com 27 @jimlukaszewski 27


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What’s the Impact? Builds the victim pool Creates doubt about leadership in the minds of consumers, vendors, employees, investors, public officials Damages reputation Decrease / Increase market cap Lawsuit threats Lower sales Lowers morale Makes recruitment difficult People with no credentials get power @jimlukaszewski 28


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Questions Is there a single tactic that is proven to be the most effective in the process of crisis management? Speed Beats Smart Every Time @jimlukaszewski 29


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Questions What are the best practices, besides the CEO’s coercive power, to win internal support to prepare for crises? Prepare for what frightens the boss most, first. @jimlukaszewski 30


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Questions If you could choose only one skill or characteristic that is crucial for crisis communication management, what would that be? Compassionate decisiveness. @jimlukaszewski 31


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Questions When the law firm suggests that management keep silent about a crisis, what’s the secret to persuading the leadership to speak promptly and face stakeholders quickly? These are leadership decisions rather than legal or public relations decisions. The advice is: First, do what your mom taught you to do in these circumstances. @jimlukaszewski 32


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Do these things and life will get better the day after tomorrow. @jimlukaszewski 33


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Victoria Harres - @VictoriaHarres VP, Strategic Communications & Content PR Newswire Gerard Braud - @GBraud CEO/President Braud Communications James E. Lukaszewski - @JimLukaszewski America’s Crisis Guru, President The Lukaszewski Group – Division Risdall Marketing Questions?


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For information about our services, call: US: (888) 776-0942 CANADA: (877) 269-7890


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