You are previewing Social Media Crisis Communications: Preparing for, Preventing, and Surviving a Public Relations #Fail.
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Social Media Crisis Communications: Preparing for, Preventing, and Surviving a Public Relations #Fail

Book Description

Plan, Prepare, React, and Get Ahead Of Any Crisis—In Real Time!

Your business or organization will face a crisis. That’s a fact. Here’s another: Thanks to social media, crises happen more often and accelerate out of control faster—much faster.

So…what’s your crisis communications plan?

Don’t have one? Let’s fix that. Now. This book gives you a crisis communications blueprint that’s fast, flexible, realistic, complete, and doable.

You’ll learn how to successfully defend yourself using the same social tools others are using against you. You’ll see what works (and doesn’t). You’ll learn from folks who’ve been there and lived to talk about it: leaders who’ve been forced to execute their own crisis plans in the most brutally tough situations.

When thatcrisis comes, you’ll own this book. You’ll be ready. You’ll survive. You will win.

  • Understand the radically new dynamics of today’s crises

  • Anticipate what might happen, so you can get ahead of any crisis

  • Establish crisis response roles, teams, and notification/activation processes

  • Use free and low-cost services to monitor online chatter for signs of trouble

  • Respond in real time, before your crisis escalates

  • Calibrate your response to the realities of what’s happening

  • Effectively integrate social media best practices throughout your response

  • Avoid the disastrous mistakes panicked organizations often make

  • Regain control of your organization’s identity across the web

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents at a Glance
  4. Table of Contents
  5. About the Author
  6. Dedication
  7. Acknowledgments
  8. We Want to Hear from You!
  9. Reader Services
  10. Introduction
  11. 1. What Is a Crisis?
    1. Common Types of Crises
    2. What Is Crisis Communications?
    3. Impact Levels
  12. 2. The Social Platforms
    1. Woven into the Cultural Fabric
    2. Stronger Than Sex
    3. Twitter
    4. Facebook
    5. YouTube
    6. Takeaway
  13. 3. New Dynamics in Social and Crisis Communications
    1. Real-Time Rules
    2. Mobile Technology Is an Important Factor in Social Media
    3. The Power of the Platforms
    4. Impact of Blogs
    5. Social Media and Changing News Landscape
  14. 4. Organizations Doing It Right
    1. FedEx Delivery Goes Wrong YouTube Video
    2. The #seriouslymcdonalds Hashtag
    3. The TWTRCON #hashtag Hijack
    4. A Crowd-Sourced Errant Tweet
    5. Instagram’s User Backlash
    6. Hardee’s and the Joplin Tornados
    7. What Worked for These Organizations
  15. 5. How Not to Handle a Social Media Crisis
    1. Representative Anthony Weiner Sexting Scandal
    2. Chapstick
    3. Progressive Casualty Insurance Company
    4. National Rifle Association Response
    5. Dealing with Parodies: Shell Oil and BP
    6. Understanding Public Relations and Advertising Law
    7. Mistakes Made
    8. Wrapping Up
  16. 6. Creating a Crisis Communications Plan
    1. Identifying and Training a Crisis Response Team
    2. The Crisis Response Center
    3. Listening to the Chatter and Converting It into Insights
    4. Identifying Influencers
    5. Measuring the Outcome
    6. Producing a List of Anticipated Scenarios, Using SWOT Analysis
    7. Taking Control of Your Organization’s Identity Online
    8. Developing Holding Statements
    9. Establishing Notification Systems
    10. Wrapping Up
  17. 7. Integrating Social Media into the Crisis Communications Plan
    1. The Organizational Shift
    2. Social Media: Risks and Rewards
    3. Types of Social Media Crises
    4. Managing a Social Media Crisis
    5. Integrating Social Media into the Plan
  18. 8. When a Crisis Hits
    1. Steps to Take Once a Crisis Is Happening
    2. Taking Action Online
    3. Understanding the Basics of Handling a Crisis
    4. Understanding the Organizational Reponses to Crisis
    5. When to Get Outside Help
    6. Wrapping Up
  19. 9. Recovering from a Crisis
    1. Examples of the Recovery Process
  20. 10. Tying It All Together
    1. Crisis Impact Levels
    2. Types of Social Media Crises
    3. Crisis Communications Plan Building Blocks
    4. Crisis Communications Exercise
    5. Wrapping Up
  21. Glossary
  22. A. Communication Response Steps
  23. B. Quick List of Providers Mentioned in Book
  24. Index