Crisis Communication STORIES FROM THE FRONT LINE Introduction to PR - - PowerPoint PPT Presentation

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Crisis Communication STORIES FROM THE FRONT LINE Introduction to PR - - PowerPoint PPT Presentation

Jan 09, 2024 323 likes •679 views

CRISIS COMMUNICATION On the Real Time Web Crisis Communication STORIES FROM THE FRONT LINE Introduction to PR and Social Media Tools, Tips & Best Practices Online Marketing Capabilities Program Facilitated by: Miles Media CRISIS

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Crisis Communication

STORIES FROM THE FRONT LINE

Introduction to PR and Social Media Tools, Tips & Best Practices

Online Marketing Capabilities Program Facilitated by: Miles Media

CRISIS COMMUNICATION On the Real Time Web

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CRISIS COMMUNICATION On the Real Time Web

Presenters

Chris Adams

Director of Online Marketing Miles Media

Doug Luciani

VISIT FLORIDA Publisher, Miles Media Public Relations Representative, VISIT FLORIDA Chief Associate/Owner, PRofit from PR, PR-Marcom Agency

  • Dr. Dirk Glaesser

UN World Tourism Organization Chief, Risk & Crisis Management

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CRISIS COMMUNICATION On the Real Time Web

Topics & Takeaways

  • RTONZ Online Marketing Capabilities Program
  • 1. Crisis Communication On the Real Time Web
  • 2. Florida Case Study – Fire, Hurricanes, Oil Spill
  • 3. Key Crisis Lessons : Dr Dirk Glaesser UNWTO
  • 4. Question & Answer
  • 5. Follow Up: Resources & Links
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RTO Online Marketing

Capabilities Training & Support Program

March 2011 to December 2011

Program Managed by:

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Objectives of Program

  • 1. Develop ‘best practice’ online marketing skills.
  • 2. Practical, specific, hands on training & support.
  • 3. Help maximise ROI from online marketing $$.
  • 4. Focus on relevant challenges & opportunities.
  • 5. Develop analytics, research & reporting skills.

Program Managed by:

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Performance Measurement

  • 1. Google Analytics, to benchmark against NZ & Intl. DMOs*
  • 2. Option: Quantcast audience measurement (demographics)
  • 3. Measure audience (traffic), engagement and ‘Signals of Intent to Travel’ (Goals).
  • 4. Social Media scoring survey – “How Social is Your DMO?”

*Confidentiality: individual Google Analytics results are kept confidential to each RTO and

  • nly overall averages & results published.
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Program Steps

  • 1. Baseline performance

measurement

  • 2. RTO input (online survey)
  • 3. 2 Workshop & 1-2 Webinars
  • 4. Mid Point Evaluation
  • 5. 1 Workshop & 1-2 Webinars
  • 6. Final Performance Measurement

March – April 2011 March 2011 March to June July 2011 July 2011 to

  • Dec. 2012

By Christmas 2012

Program Managed by:

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Crisis Communication

STORIES FROM THE FRONT LINE

Introduction to PR & Social Media Tools, Tips & Best Practices

CRISIS COMMUNICATION On the Real Time Web

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CRISIS COMMUNICATION On the Real Time Web

Trust

  • 76% of consumers don't believe that

companies tell the truth in advertisements

Source: Y Partnership

  • 52% don't trust websites that sell travel

Source: Benchmark group

  • 89% trust the advice & information of other

travellers.

Source: Forrester Research/Intelliseek

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CRISIS COMMUNICATION On the Real Time Web

Reach

  • 10,000 Followers
  • 1st Level: 20% Share (with 120 Fans/Friends)
  • 2nd Level: 5% Share (with 120 Fans/Friends)
  • 3rd Level: 1% Share (with 120 Fans/Friends)

3,408,000

Network Effect:

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CRISIS COMMUNICATION On the Real Time Web

Old World

Tools of communications that should be considered include:

  • Media releases
  • Holding statement
  • Media conferences
  • Media interviews
  • Central contact point for media
  • Fact sheets
  • Advisory notices / Update Bulletins
  • Visitor Information Centres
  • Local Visitor Radio
  • Telephone calls
  • Switchboard scripts
  • Victorian Tourism Information Service (VTIS)
  • Emails Fax/mail outs
  • Meetings
  • Letters
  • Website
  • Newspaper notices
  • Advertising
  • 1800 number

Social Media

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CRISIS COMMUNICATION On the Real Time Web

Old World

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CRISIS COMMUNICATION On the Real Time Web

Impact of Social Media

  • Faster
  • Hyper-local
  • Transparency
  • Critics & Creators

(Online Ambassadors)

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CRISIS COMMUNICATION On the Real Time Web

Crisis Communication

New: Crisis Conversations

  • Listening
  • Participating
  • Engaging
  • Dialogue
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CRISIS COMMUNICATION On the Real Time Web

What’s the Plan

  • Do you have a crisis

communication plan?

  • Is it up to date?
  • Ignoring the situation

doesn’t mean it will go away.

  • Be consistent, be honest
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CRISIS COMMUNICATION On the Real Time Web

What’s the Message

  • Develop a message

and supporting points.

  • The messengers?
  • Is everyone on the

same page?

  • Need to be sensitive

to areas impacted directly.

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CRISIS COMMUNICATION On the Real Time Web

What’s the Message

  • External forces shape

message

  • Consumer geographic

awareness

  • Media images
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CRISIS COMMUNICATION On the Real Time Web

Florida – Case Study

  • Florida Crisis

– 1998: Wild fires – 2004-2005: 8 hurricanes – 2010: Gulf Oil Spill

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CRISIS COMMUNICATION On the Real Time Web

Case Study: Florida Live

In the days after the oil spill…

  • Canceled reservations,

decline in future bookings

  • 30% of travelers were less

likely to visit

  • 54% of conversations on

Twitter trended negatively

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CRISIS COMMUNICATION On the Real Time Web

Case Study: Florida Live

  • Multiple channels
  • Integrated content into

VISITFLORIDA.com

  • Local DMO Twitter feeds
  • Facebook Fan Images
  • WebCam links
  • Video blog
  • Content widgets
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CRISIS COMMUNICATION On the Real Time Web

Conversation

  • 1. Listening
  • 2. Participating
  • 3. Engaging
  • 4. Dialogue
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CRISIS COMMUNICATION On the Real Time Web

Case Study : Florida L ive

  • 1. Audience
  • 3. Conversions
  • 2. Engagement

187,000 visitors 2,500 mobile visitors 43,000 ‘active’ social media fans Time on Site: +17% Bounce rate: -11%

Posts, Reposts, ReTweets.

Campaign specific vs. traditional

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CRISIS COMMUNICATION On the Real Time Web

Case Study : Florida L ive

  • Smith Travel -- occupancy rates in NW

Florida up 5% in June vs. previous year.

  • 60% of those who saw Florida Live online

knew more about Florida’s beaches and felt assured they were open and safe

  • 31% of those who went to

VISITFLORIDA.com were more inclined to take a vacation before Labor Day.

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CRISIS COMMUNICATION On the Real Time Web

More Information

http://budurl.com/rtocrisis04

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CRISIS COMMUNICATION On the Real Time Web

  • 1. Social Media

Interactions on Site

Three Areas for Social Media Measurement

  • 3. Social Media

Engagement Off Site

  • 2. Social Media

Referrals to & from Site

Syndication & Content Seeding

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CRISIS COMMUNICATION On the Real Time Web

Measure & Manage

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CRISIS COMMUNICATION On the Real Time Web

Web Address with Tracking Code:

http://www.RTOwebsite.co.nz/update

1?utm_source=TwitterEvent01 URL Shortener: http://goo.gl/Aq5oS

Campaign T racking Codes

  • 1. Create a tracking code for each type of post.
  • 2. Use a url shortener to create a social media link

http://goo.gl/Aq5oS

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CRISIS COMMUNICATION On the Real Time Web

More Free Tools

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CRISIS COMMUNICATION On the Real Time Web

Sentiment Analysis

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CRISIS COMMUNICATION On the Real Time Web

Takeaways

  • 1. Have a Crisis Communication Plan
  • 2. Have a clear message – be honest &

transparent

  • 3. Integrate “Conversation” & “Community”
  • 4. Target the “critics” and “creators”
  • 5. Monitor, Measure & Manage
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CRISIS COMMUNICATION On the Real Time Web

Crisis Lessons

Dr Dirk Glaesser

UN World Tourism Organization (UNWTO) Chief, Risk & Crisis Management

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CRISIS COMMUNICATION On the Real Time Web

Takeaways

  • 1. Have a plan
  • 2. Speed, transparency, honesty
  • 3. The importance of Images & Guarantees
  • 4. Be Proactive.
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CRISIS COMMUNICATION On the Real Time Web

Resources & Links

  • Social Media Marketing in a Crisis: VISIT FLORIDA and the BP

Deepwater Horizon Oil Spill http://budurl.com/rtocrisis03 &

http://budurl.com/rtocrisis04

  • Rebuilding Brand Christchurch Dr Mathew McDougall SinoTech.

http://budurl.com/rtocrisis05

  • 3 Crisis Survival Lessons in the Social Media Age: Mashable

http://budurl.com/rtocrisis06

  • How to Use Social Media for Crisis Management: Social Media

Examiner: http://budurl.com/rtocrisis07

  • Victoria, Australia Crisis Communication Booklets:

http://budurl.com/rtocrisis01

Florida Live Example: www.floridalive.com or www.visitflorida.com/floridalive

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CRISIS COMMUNICATION On the Real Time Web

Resources

UN World Tourism Organization (UNWTO) Crisis Management Booklet (Published: 2011)

http://budurl.com/rtocrisis02