Fisher-Price’s Guide to Crisis Communications

Social Media and Crisis Communications were the two dominant themes at the PRSA Northeast District Conference last week.

The Buffalo News recapped the Fisher Price seminar. Since they do such a good job, I figured it was best to just share the link. Enjoy.

Northeast District Conference – Initial Session

The PRSA Northeast District Conference is off to a good start. If you did not come, you missed a great day with 240 people and more than 16 great sessions.
Delta had an interesting session on crisis communications, they looked at a numbr of situations that Delta has dealt with over the past few years – from hostile takeovers and bankruptcy to plane crashes.
A few key points from Delta – their crisis plan includes:

• 1st hour checklist detailing key activities and responsibilities
• Updated contact list fo all key stakeholders (partners, media, HR). Cresting a list during the crisis is the worst response
• 10 prepared, legal approved statements for response to common issues (investigating, condolences, etc)
• Instructions for other essential activities – changing pone messages, press release authorization, etc.,
• Spokespeople and spokesperson relief (a spokesperson loses effectiveness after 48 hours)
• How the communications crisis plan ties into the corporate
• practice, practice practice.

Some other thoughts they shared:
Timeliness is essential, but accuracy trumps timeliness
Plan for your spokespeople to not be there (out on vacation, etc.,)

Most importantly, Delta also indirectly reminded me that tech PR folks tend to use the term ‘crisis’ a bit to freely. We deal with important issues on a regular basis. Critical issues, even. But a ‘press release crisis’ really isn’t a crisis.

Social media isn’t always social

Last night I was watching the Republican National Convention on C-Span, happily Twittering away my comments, thoughts and observations. It was an enjoyable experience. I was getting into some good debates with others on Twitter and enjoyed sharing my thoughts.

Eventually, my wife sat down next to me to watch the convention as well, and we watched in silence, making a few comments. After a few minutes she noticed me typing away at my Blackberry and she asked me “What the heck are you doing?”

She then went on the attack about why she thinks live Twittering is a bad idea for things like the RNC. She gave two primary reasons:

1) If you are speaking (twittering) you are not listening.

2) Who the heck are you talking to? I am right here and you could be sharing your thoughts with me.

I reflected for a few minutes, and I agree with her.

Sometimes as PR practitioners we all get caught up in social media, its interactivity, immediate results and the networks it lets us build and the feedback we can receive. But any senior PR counselor can remind you, one of the most useful skills for a PR pro is active listening, not just talking. We ignore that at our peril.

Her other point is equally valid…while the interactivity I have built and conservations I engage in with others on Twitter are insightful, useful and valuable….my most important stakeholder is my wife. If a company has clearly defined who their most valuable customer is and already has channels that work to communicate with them…they shouldn’t be distracted by new channels or other stakeholders. The good computer game companies know this already, taking the feedback from the hardcore gamers on message boards with a grain of salt.

It is important to remember that just because a channel is available, doesn’t mean it is essential or is the right choice for every scenario. I had much more social interaction with my wife talking on the couch, than via by Blackberry wth other PR pros.

Break old habits. Understand what is important – and act on it.