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What You’ll Learn::
Some crises come streaking in out of nowhere like a meteor.
Others are launched by predators out to take down your reputation. And then there are those caused by a breakdown within your own brand.
In this must-see training module, Shel Holtz takes apart these types of crises in ways that will help you survive the worst. In this training session, you will learn:
How different crises will shape your responses
How transparency on Twitter and other social media contains a story and keeps it from reaching the mainstream press
How to deal with being kicked when you’re down by the media, advocacy groups, and those with an ax to grind
How to harness social media followers during a crisis.
Along with clear instruction that will help you take the next step, Shel offers case studies of Scott & White Healthcare, which did primary intake for the Fort Hood shooting victims, and Ford Motor Company.
Hear how Scott & White—whose crisis plan Shel himself wrote—communicated with the public, the media, and anxious relatives of victims as the phone rang off the hook.
Scott & White had only gotten final approval for their strategic plan two weeks before the crisis. But it came just in time as they used their Twitter feed to manage the aftermath of the shooting in their hospital. After Scott & White explained that the hospital would do updates by Twitter, the media were able to follow the hospital’s Twitter stream without pestering communicators by phones. The hospital even posted video interviews amid the crisis.
Similarly, Shel explains how a dispute over a fan site blew up in the face of Ford after it threated legal action against TheRangerStation.com, a Ford Motor Co. fan’s website devoted to a Ford pickup model.
Small potatoes? Not really. Other blogs covered the event, and thousands of people phoned Ford to accuse it of bullying the website. This hit just as Ford and other Detroit CEOs were going to Congress to request loan guarantees from the federal government. The last thing the company needed was a snowballing social media crisis.
Hear how a Ford communicator saved the day by digging deep into the dispute, finding out that the seemingly ham-fisted folks in Legal had a point (think: counterfeit merchandise), and phoning the owner of TheRangerStation.com to work out a compromise.
Social media has obliterated the old crisis response. Get ready for new methods of crisis management that will make social media your friend, not a dreaded underworld populated by evil trolls.