1. Crisis Communication in a Digital World
The Changing Landscape

2. New Realities
“A lie can travel halfway around the world while the truth is still putting on its shoes.”
—Mark Twain
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
—Warren Buffett
“Traditional notions of ‘crisis management’ have turned stale and archaic.”
—Daniel Diermeier, Kellogg School of Business

3. The Changing Landscape
THE GLOBALIZATION OF EVENTS
ADAPT TO THE NEW MODEL
PREPARE TO ENGAGE
INCREASED SCRUTINY
Crisis preparedness requires owning and driving your own content.
Likelihood that a company will face a game-changing crisis has risen by over 400% in the last decade.
There are no safe havens from digitally empowered agendas and social exposure tools.
Containment is no longer possible.

4. The Media Cloverleaf OWNED MAINSTREAM HYBRID SOCIAL Customers
Competitors
Local Community
NGOs
Vendors
Financial Analysts
Regulatory Bodies
Wall Street
Association
Media/Press
Consumers
Investors
Employees
Legislature
MAINSTREAM
HYBRID
Search & Content
SOCIAL
OWNED

5. In a Crisis, Social Sets the Pace

6. Important Voices During Crisis

7. Skepticism Requires Repetition

8. When a company is distrusted
Trust protects reputation
When a company is distrusted
When a company is trusted
59%
will believe
negative information
after hearing it 1-2 times
52%
will believe positive information after hearing it 1-2 times
will believe positive information after hearing it 1-2 times
14% 9%
will believe negative information after hearing it 1-2 times
Think about a company that you do not trust. How many times would you need to be exposed to (C83. positive information; C84. negative information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages in the U.S.
Think about a company that you trust. How many times would you need to be exposed to (C85. negative information; C86. positive information) about that company to believe the information is likely to be true? Please give me a number. Informed publics ages in the U.S.

9. Online Multiple Sources
Trust in Information sources
Diversification of Media
2011 Informed Public
2012 Informed Public
10% +
18% +
23% +
75% +
Online Multiple Sources
Traditional
Social Media
Corporate
Q [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE)

10. Trust Can Be Fleeting

11. If your personal information at your hospital was accessed without your permission, how likely would you be to switch to a different provider or stop using their services entirely? 75% of patients would leave and not come back to your hospital

12. Five Steps to Managing Issues Across Digital Channels
Maggie Farley, EVP Director of Health Issues & Gigi Peterkin VP, Edelman Health

13. #1. Listen: Around the Clock
Proactively monitor digital channels Prioritize issues

14. #2. Implement your Voice: SEO
Inject your voice into the conversation and provide facts.

15. #3. Be Prepared: Create Content
What is the best way to frame issues and discussions? Which are the most effective channels?
Brand presence must be in place well in advance of a crisis

16. #4. Drive Traffic: Dark Site
A dark site can quickly neutralize or manage a crisis, moving the issue away from your main site allowing normal activity to carry on.

17. #5. Build Relationships: Advocates
Outsiders generally are more credible than your spokespeople.