UNLV Presentation [FREBERG]
Post on 18-Nov-2014
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LESSONS FROM CRISES
FOR PR & JOURNALISM
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Contemporary journalism and public rela4ons prac4ces have been enhanced as well as challenged by the emergence of social media pla:orms throughout all
aspects of society.
Ques4on remains for 2013
PR + Journalism = Friends?
INTRODUCTION
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Goals and Objec5ves
Audience Analysis
Listening & Monitoring
Crisis planning & playbook
Scenario & Educa5on Training
Crisis history
Corporate Culture
Frontline & Senior Employees
Strategic Storytelling
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Emerging Specializa5ons
• Emerging specializa4ons such as real &me marke&ng, visual storytelling, and strategic storytelling within social media have raised both opportuni4es and challenges for public rela4ons professionals.
• Mobile and data • Wearable Technologies • Blending the fields of PR and journalism
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PR professionals on social media
• Focuses on government, non-‐government organiza4ons
• Ex. CDC, FDA, Susan B. Komen Founda4on
PUBLIC CREDIBILITY
CRISIS
• Focuses on corpora4ons, private enterprise and industry
• Ex. Domino’s, KitchenAid, Burger King, KFC, Applebee’s
BRAND CRISIS
• Focuses on individuals, celebri4es, and corporate execu4ves
• Ex. Lance Armstrong, Charlie Sheen, Tiger Woods, Kenneth Cole, Anthony Weiner
PERSONAL CRISIS
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Recent Crises
• Crisis situa5ons – Hurricane Sandy (2012) – Super Bowl Power Outage (2013) – Kevin Ware Injury (2013) – Boston Bombing (2013)
• Others to consider – Amy’s Bakery (2013) – HMV (2013) Firing of employees & mass twee4ng – Anthony Weiner Poli4cal Crisis (2013)
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Kevin Ware &
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• Trends & Implica4ons – Transforming crisis into opportunity. – Power of ac4ons through visual storytelling. – Establishing consistent pla:orm for voice
throughout crisis (UofL Athle4cs, ULFlyingCard, and Kevin Ware’s verified Twiber account).
– Engagement among community to branch out into other social media ecosystems (ex. Kobe Bryant, Lible Wayne, White House).
– Presence at White House Correspondents Dinner & Leberman
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• Power of owned media & increase presence in real-‐4me communica4ons
• Issues pertaining to real-‐4me marke4ng among brands and marketers (Guy Kawasaki & Epicurious)
• Visuals and videos dominated social media updates (mul4media components)
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Google Glasses
• Press conferences / personal teleprompter
• POV videos (similar to Go Pro) • Eye witness accounts in crises • Rise of Privacy issues • Health ini4a4ves & life saving apps in
disasters (ex. CPR) • Eye witness reality showcases • “On the record” to be shared across
mul4ple pla:orms • Policies and procedures • Ci4zen repor4ng • Community building
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Google Glasses Apps
• Watchup (news) & NY Times • Social Media News – Mashable & Marke4ngLand
• Evernote for Glass (photos and notes)
• Social Media (FB, Twiber, Google+, Glassagram)
• Glassenta4on (presenta4on) • Wandrebee (photoblogging)
“My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query
at all. You'd just have information come to you as you needed it. And
[Google Glass] is now, 15 years later, sort of the first form factor that I
think can deliver that vision.
Sergey Brin Google Co-Founder
Source: TED Bio [http://www.ted.com/speakers/sergey_brin.html]
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Best Practices & Tips
• Social media is just the beginning • Crises can arise for PR and journalists online and offline
– and stay online forever even after incident • Setting up guidelines is key & learn from experiences • Crises are part of PR & Journalism DNA • Evolution of relationship – PR and journalists need to be
partners • Education and training in social & mobile media together • Facing the same challenges in crisis situations involving
new media (social media and wearable technologies)
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