transparent is the new black
DESCRIPTION
Real life crisis communication tips and tools for PR professionals.TRANSCRIPT
Transparent is the New BlackLisa Du Bois Low
Director, Communications & MultimediaTexas Tech Alumni Association
@ldlowSlideshare.com/
ldlow
Who Are You?
TwitterNetworking, breaking news, knowledge base/resources
LinkedInNetworking, exchange expertise, increase your visibility, special interest groups
Blog/WebsiteShowcase your talents
FacebookPersonal space
#AWCConnect
Who am I to tell you about crisis comms?
Scott Pelley is my BFFNot really. But he is a Texas Tech Distinguished Alumni!
TechAlert!I was involved in the sourcing, integration and implementation of Texas Tech’s first alert system.
18 Years of Comms/MktgYes I am that old. I remember netscape.
Mike Leach‘Nuff said.
Transparent is the new black …
Are you ready for a crisis?
There’s nothing like a crisis to bring out the worst (and the best) of your organization. No matter how prepared you think you are.
Bad news: You can have the perfect
plan and still feel unprepared …
Good news: The more you plan and
practice, the more efficient and timely your response will be.
Read, learn, ask …
Protect Your Brand
The EASIEST way to protect your brand is preparation.
How quickly you respond to a situation makes all the difference.
The new media landscape demands quick, detailed information. Without it, media will prolong the story until they get the information they want. What are you willing to share and with whom?
Getting accurate information out quickly allows you to stay in control. The longer you wait to release information, the more the negative sentiment builds.
Protect Your Brand
Transparently, through valuable, honest communication.
Consistently, through clear and aligned messaging in one strong voice.
Credibly, through trustworthy, authentic and effective spokespersons.
Rapidly.Rapidly!RAPIDLY!!!!!
If your plan doesn’t include positive, ongoing PR, you’ll be this guy …#winning
How transparent is your leadership?
Don’t wait to find out during a crisis.Work through scenarios in brief training
exercises.Gain support…talk through current examples.
Executive TeamBoard LeadershipUniversity Leadership
Transparent is NOT “one size
fits all!”
Don’t Hang Your Hat on One Message
If you promote one aspect of your brand it could backfire.
Choose diverse elements of your value proposition.
Ongoing, positive earned media relations works…reporters are human beings.
What’s in your go bag?
Pad/pencil/staff directory
Mophie/extra charger
Apps (synced)EvernoteGoogle DriveNative
Notes/ContactsTwitter/PagesWordpressAngrybirds
USB Flash DriveBackend website
Sample CommsReleasesSocial Responses
Distribution ListsAsset Lists
OwnedEarnedShared
Multiple, redundant!
We’re small shops…what can we do?
Have a plan.
Get out of your office.
Practice, practice, practice.
#AWCConnect
Do you tweet?
Keep it clean. Don’t be snarky.
Remember if you mention someone, they are probably listening.
Tweet: 140 characters or less
@: Sends a tweet directly to another twitter user (public)
DM: Sends a tweet directly to another twitter user (private)
RT: Retweet someone's tweet
Hashtags: The # symbol is used to mark keywords or topics
Find interesting Tweets Connect with like-minded
Tweeple Virtually attend
conferences and events without leaving your office
#AWCConnect
Take a breath, count to 10, play angry birds.
Talk to a colleague. Stick to your
policy/guidelines.
Don’t take the trolls too seriously.
Lock and Load!
http://chronicle.com/blogs/profhacker/six-steps-for-checking-your-facebook-privacy/30402
Step 1: Acceptance
Step 2: Check your settings and TOS
Step 3: Stay informed
Step 4: Know thy friends
Step 5: Have a plan
Step 6: Rinse & Repeat
Facebook Privacy Settings
Apps (FB + Others)
Geo-based
Syndication
#AWCConnect
Draw the line, or someone else will draw it for you.
#AWCConnect
WANT TO TALK ABOUT IT OR SHARE WITH OTHERS?
Email: [email protected]@ldlowGet the deck: slideshare.net/ldlow