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Sir Željko Riha Social Media/PR consultant
www.zeljkoriha.comTwitter @zriha
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„Niti jedna organizacija nije imuna na krizu“
W. Timothy Coombs, Ongoing Crisis Communications
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Osnove kriznog Osnove kriznog komuniciranjakomuniciranja
Što sadržava plan za krizno komuniciranje?
• Krizni stožer (tko su mu članovi i što radi)• Internu komunikaciju za vrijeme krize• Glasnogovornika • Scenarij i simulaciju kriza• Cilj javnosti (opća, mediji, poslovna, interna, ugledna..)• Ključne poruke javnosti• Najučinkovitije metode komuniciranja• Analizu i praćenje medijskih objava
Odgovorite na tri osnovna pitanja:
-što se dogodilo?-što poduzimate ?-što će te poduzeti?
pritom budite iskreni i suosjećajni!!
http://www.pr-eminencija.bloger.hr
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49% business decision makera smatra kako su ih digitalne komunikacijeučinile ranjivim na društvenim mrežama .
79% očekuje da će unutar godine dana imati krizu na društvenim mrežama.
Samo 50% ih ima komunikacijski plan za krizno komuniciranje.
Crisis Preparedness Study' - Burson-Marsteller
Kriza se može dogoditi nakon radnog vremena,vikendom i praznikom.
Kriza na društvenim Kriza na društvenim mrežamamrežama
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Društvene mreže u praksi Društvene mreže u praksi PR-aPR-a
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Što nam je potrebno?Što nam je potrebno?
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Social Media komunikacijski plan i policy.
Social Media ambasadori/prijatelji
Strpljenje!
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United Airlines case studyUnited Airlines case study
• Vrijeme događaja: proljeće 2008. godine • Dave Carroll, country grupa Sons of Maxwell• Komunikacija sa United Airlines (9 mjeseci): „ ......zato i potpisujete izjavu o odricanju od
odgovornosti prijevoznika.”• Zadnji e-mail United Airlinesu: „snimiti ću spotove
i postaviti ih na YouTube”.• Dave Carroll je u svjetskim medijima dao preko
200 intervjua.• Ukupna šteta: 208 milijuna USD
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United Airlines case studyUnited Airlines case study
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FedEx case study FedEx case study
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FedEx case study FedEx case study
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FedEx case study FedEx case study
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FedEx case study FedEx case study • Vrijeme događaja: 19.12.2011.• Vrijeme odgovora: 21.12.2011.• Prednost i mana društvenih mreža je što se događaju
brzo – brzo se dogodila kriza, brzo se na nju moglo odgovoriti
• Zašto je ovo pozitivan Case Study:- Brzo su odgovorili- Popravili su grešku- Umjesto glasnogovornika, govorio je Senior VP –
human voice- Koristili su društvenu mrežu na kojoj su napadnuti- Sačuvali su reputaciju FedEx-a
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RIM – BlackBerry primjerRIM – BlackBerry primjer
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Velebitsko PivoVelebitsko Pivo
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Velebitsko PivoVelebitsko Pivo
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Velebitsko PivoVelebitsko Pivo
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Krizno komuniciranje?Krizno komuniciranje?
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Krizno komuniciranje?Krizno komuniciranje?
former Chief of Staff to Donald Rumsfeld
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PR? Novinarstvo?PR? Novinarstvo?Mediji na twitteru (RH):
@jutarnji - 16.972@tportal - 9.209@index_hr - 3.283@ 24sata – 4.426@vecernji_list – 3.166@novilist – 4.789@eZadar – 2.982@AntenaZgb – 5.776@Radio_101 – 9.239@Radio808 – 1.541@NovaTv – 1.467@netokracija – 4.196@RadioStudent1 – 1.534@gadgeterija – 6.243@mobileplaceinfo – 963@zimoonline – 1.885
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Social Media and Public Relations are cousins but they arent the same thing.
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Online alati Online alati
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Google Analytics
Google Insights
Google Keywords tool
Google Alerts
Facebook Insights
YouTube analytics
HootsuiteBit.ly
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I za kraj…. Što komunicirati na društvenim mrežama?
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HvalaPitanja?
E-mail – [email protected] me: about.me/zeljkoriha
www.zeljkoriha.com
Follow me: @zriha