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Moderator:Victoria Harres PR Newswire презентация
Содержание
- 1. Moderator:Victoria Harres PR Newswire
- 2. Victoria Harres - @VictoriaHarres VP, Strategic Communications
- 3. Definition of crisis Anticipating how a
- 4. AS COMMUNICATORS WE DEAL WITH CRISIS ALL
- 5. CLICK HERE TO LISTEN TO THE FULL WEBINAR RECORDING
- 6. Photo sources from Flickr users: U.S. Army
- 7. A crisis is …
- 8. Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com | www.braudcommunications.com Speed
- 11. Copyright 2015 Diversified Media, LLC
- 12. Copyright 2015 Diversified Media, LLC
- 13. Copyright 2015 Diversified Media, LLC
- 14. Copyright 2015 Diversified Media, LLC
- 15. Copyright 2015 Diversified Media, LLC
- 16. James E. Lukaszewski, ABC, Fellow IABC,
- 17. How to Convince the Boss to
- 18. Here is What to Talk About @jimlukaszewski
- 19. Why They Do It Block public or
- 20. Why They Do It (continued) Giving a
- 21. So What? Attack strategies can build huge,
- 22. And Why? Management needs to understand… help
- 23. Lukaszewski’s 1st Axiom of Crisis Survival Neither
- 24. Types of Cyber Attacks Bellyaching Bloviating Bullying
- 25. Nine Tactics of On-line Activists Polarize the
- 26. There’s still a common tool often triggered
- 27. 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 @jimlukaszewski
- 28. What’s the Impact? Builds the victim pool
- 29. Questions Is there a single tactic that
- 30. Questions What are the best practices, besides
- 31. Questions If you could choose only one
- 32. Questions When the law firm suggests that
- 33. Do these things and life will get better the day after tomorrow. @jimlukaszewski
- 34. Victoria Harres - @VictoriaHarres VP, Strategic
- 35. FOR INFORMATION ABOUT OUR SERVICES, CALL: US: (888) 776-0942 CANADA: (877) 269-7890
Victoria Harres - @VictoriaHarres VP, Strategic Communications & Content PR Newswire Gerard Braud - @GBraud CEO/President Braud Communications James E. Lukaszewski - @JimLukaszewski America’s Crisis
Слайд 2Victoria 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
CEO/President
Braud Communications
James E. Lukaszewski - @JimLukaszewski
America’s Crisis Guru, President
The Lukaszewski Group – Division Risdall Marketing
Слайд 3
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
How to guide your leaders through crisis
What we’ll discuss:
Слайд 4AS COMMUNICATORS WE DEAL WITH CRISIS ALL THE TIME. IF WE
DO OUR JOBS WELL, MOST PEOPLE WON’T KNOW THEY EVER HAPPENED.
Слайд 6Photo 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
Слайд 8
Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com |
www.braudcommunications.com
Speed
Слайд 11
Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com |
www.braudcommunications.com
Vulnerability
Assessment
What is your “It?”
Слайд 12
Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com |
www.braudcommunications.com
Pre-written
News Releases
Слайд 13
Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com |
www.braudcommunications.com
Heart of
Plan
Слайд 14
Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com |
www.braudcommunications.com
Media
Training
Слайд 15
Copyright 2015 Diversified Media, LLC | gerard@braudcommunications.com |
www.braudcommunications.com
Crisis
Drill
Слайд 16James 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/
Blog: www.e911.com/wisdom-of-americas-crisis-guru/
Twitter: @jimlukaszewski
LinkedIn: www.linkedin.com/in/jameslukaszewski/
Слайд 17How 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.
Let them approve the process before you spring your plan.
Leaders like to choose their own directions and solutions.
@jimlukaszewski
Слайд 19Why 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
Decrease or increase market capitalization
Legitimate problem that they cannot get solved by any other means
@jimlukaszewski
Слайд 20Why 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
Publicity for their cause
Revenge and extortion
Social-Political-Religious agendas
Target organization to stop certain behaviors
It’s Because They Are Victims
@jimlukaszewski
Слайд 21So 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.
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.
@jimlukaszewski
Слайд 22And 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.
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.
@jimlukaszewski
Слайд 23Lukaszewski’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.
@jimlukaszewski
Слайд 24Types 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
Stock value impairment
Terrorism
Threats
Vent
Whispers
@jimlukaszewski
Слайд 25Nine 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.
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
Слайд 26There’s still a common tool often triggered by an overlooked adverse
event to someone else.
www.ihatexyzcompany.com
www.ihatexyzcompany.com
Attack Sites
@jimlukaszewski
Слайд 27Gripe 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
@jimlukaszewski
Слайд 28What’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
Damages reputation
Decrease / Increase market cap
Lawsuit threats
Lower sales
Lowers morale
Makes recruitment difficult
People with no credentials get power
@jimlukaszewski
Слайд 29Questions
Is there a single tactic that is proven to be the
most effective in the process of crisis management?
Speed Beats Smart Every Time
Speed Beats Smart Every Time
@jimlukaszewski
Слайд 30Questions
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.
Prepare for what frightens the boss most, first.
@jimlukaszewski
Слайд 31Questions
If you could choose only one skill or characteristic that is
crucial for crisis communication management, what would that be?
Compassionate decisiveness.
Compassionate decisiveness.
@jimlukaszewski
Слайд 32Questions
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
Слайд 34
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
CEO/President
Braud Communications
James E. Lukaszewski - @JimLukaszewski
America’s Crisis Guru, President
The Lukaszewski Group – Division Risdall Marketing
Questions?
