Crisis Communications for Nonprofits

Transcript

1. CRISIS COMMUNICATIONS

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3. IN A CRISIS? •  Be attentive, be human. •  Respond

   quickly. •  Speak with a consistent " message. •  DO NOT delete negative " comments. •  Respond and invite " communication off line.

4. SUSAN G. KOMEN

5. WHAT WENT WRONG •  Did not respond immediately •  Defensive

   stance •  No remorse •  Did not address key " audiences •  Inconsistent message •  Turned off comments on" you tube

6. BY THE NUMBERS FACEBOOK •  Average 20 negative posts about

   Komen every minute •  Komen’s Facebook page saw a 288 percent increase in negative posts with a 99 percent decrease in “likes” per comment TWITTER •  Anti-Komen to pro-Komen tweets numbered 80 to 1 •  Twitter mentions focused on Komen at a rate of 2 to 1 ( •  Komen saw a 32,731% increase in Twitter mentions the week after the story broke, averaging 457,301 per day, up from 1,399 in a typical day" (http://cssc.uscannenberg.org/cases/v2/v2art4/)
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8. RESPONSE TIMES •  Planned Parenthood Consistent and frequent •  Susan

   G. Komen Began at height of crisis •  It took Susan G. Komen 7 days before they admitted mistakes in the handling of the situation. (http://www.slideshare.net/pedsync/susan-g-komen-social-media-backlash-pr-disaster-recovery)

9. LOCAL EXAMPLE

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11. TIMELINE •  Event happened – December 31 •  Original post

    by mother around 10am, January 1 •  First post to ACAC 11am •  Apology 5:53pm •  CBS Channel 6 10pm •  As of April shared " 5,846 times

12. ACAC MIDLOTHIAN AND THE POWER OF A NETWORK

13. ACAC MIDLOTHIAN TODAY

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15. RVA BREASTFEEDS

16. CAMPAIGN RECAP

17. BEFORE AND DURING A CRISIS

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19. DO NOW •  Form a Team •  Set up a

    Crisis Protocol •  Create a pool of talented and trained champions •  Do work around worst case scenarios

20. CONSISTENT MESSAGES AND MEDIA TRAINING

21. TIPS DURING A CRISIS •  Communicate with honesty, candor and

    openness while acknowledging risk •  Collaborate and coordinate with credible sources •  Meet the needs of the media and remain accessible •  Communicate with compassion, concern and empathy •  Accept uncertainty and ambiguity http://www.cision.com/us/2015/06/6-social-media-musts-for-crisis-communication/

22. REAL TIME COMMUNICATION

23. CRISIS FAQS •  Acknowledgement of the crisis •  Details about

    the occurrence •  Photos or videos, if available •  How the organization found out •  Who was alerted, when, and how •  Specific actions taken in response •  Real or potential effects •  Steps taken to prevent future occurrence •  Contact information for real people at your company (http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how- to-manage-a-social-media-crisis/)
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25. AMBASSADORS

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27. WHY CREATE AND FIND CHAMPIONS 1. The power of a

    " testimonial will outperform " anything you create. 2. Champions can open " doors faster than you can. 3. It isn’t marketing, " its genuine.

28. WHERE ARE THEY? •  Your email newsletter – who is

    clicking and opening? •  Twitter – who is engaging? •  Facebook – who is engaging? •  Staff, board, volunteers, donors •  Online donors

29. HOW TO GET CONTENT SHARED •  Appeal to people’s motivation

    to connect •  Inspire Trust •  Keep your messages simple •  Use humor •  Embrace a sense of urgency •  One share is the beginning •  Email is your best engine

30. AFTER A CRISIS

31. USE STORIES TO REGAIN SUPPORT •  Gather the troops and

    refocus back on your mission •  Use powerful stories in the words of clients and supporters
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