A Crisis

Planning is Key
Listening is Key

The Crisis Plan

The plan

• Needs to be realistic
• Needs to be trained
• Needs to be reviewed
• Needs to be online/mobile
• Needs to be clear 4 everyone

Online

Monitoring

• Is a continuous effort
• Is a team game
• Needs to be focused
• Needs to be flexible

Listen for:

• Brand name(s)
• C-level Exec names
• Top topical keywords
• Audited concepts
• Key messages

Listen to:

• Infuencers
• # groups / chats
• Communities
• News trends

Crisis ?

What is a crisis ?

• Not all negatives are a crisis.
• A negative comment is also feedback
• Define clear "tipping points" adapted to your business.

Step 1 - Holding Statement

• Acnowledge
• We're working on it
• We'll keep you updated

Step 2 - Communicate

• Gather the who, what, where, why, and how.
• Draft a more comprehensive statement
• Communicate in a consistent way

Attitude

Be the Authority

Be patient

Be accessible

Don't forget

Philippe Borremans