Social media and a crisis: Respond – quickly and regulary

In 2009, two pizza employees posted an inappropriate video on YouTube. You might have heard about it through Facebook, Twitter or a traditional news source. Last month, a well-known non-profit was in the midst of a crisis regarding eliminating grants to another well-known non-profit. I’m sure you heard about that crisis as well.

The pizza chain responded quickly, with an apology YouTube video from the CEO. That’s smart, because YouTube is what got them in trouble in the first place. They also regularly sent out information regarding the fiasco and kept everyone informed of what happened, and the fate of the two employees (they were fired).

The well-known non-profit did not fare as well. They responded too late and manipulated their social media sites by deleting comments. 

What can we learn from these two situations? A lot:

• Be the first to get your message out… then continue to inform. Release what you want, when you want….but it’s more important than ever to release SOMETHING. Gone are the traditional “news cycles.” We don’t have the luxury to wait until the 6 pm newscast. Breaking news is published via Facebook, Twitter, and websites in a matter of hours, if not minutes.
• Be proactive, regularly. This is along the same lines as the above, but once you push your information out, don’t stop. If you have nothing new to say, say so. Keep the communication lines open. If you are silent, the media will find someone who isn’t, and they might just be your worst nightmare. Don’t invite speculation…inform the media and the public about the situation as best you can.
• Use your social media channels. Respond (if appropriate) to consumer questions or statements. And by all means, DO NOT delete negative comments, unless they are blatantly racist, have foul language or are spam. You will get MORE negative press if you delete comments, than if you let them stay live on your social media platforms.
• Make information accessible. Everyone is busy, especially reporters. Make sure your online newsroom has background information readily accessible. And make sure your spokesperson answers media inquiries promptly. Or at least give the reporter a time they can expect your spokesperson to get back with them. In this case, silence IS NOT golden.

PR :: Back to Basics

Social media is (still) the shiny new object in the communications industry. Companies are flocking to Facebook, Twitter, G+ and YouTube to disseminate their message, using fun apps like Instagram and hiring social media managers to manage it all.

But are we forgetting that the basic premise behind these platforms is communication? And the ability to communicate well is a basic and extremely important skill for those in public relations and marketing.

Writing.
According to a recent statistic, you have 2.6 seconds to get someone’s attention. Good writing is the key. Bad writing will defeat you. Lose the jargon and simplify your message.

Planning.
A well thought out communications plan can work wonders for your public relations efforts. A plan encompassing both your paid advertising and your PR efforts is imperative to any successful campaign. The plan should include an editorial calendar for your email communication. Some companies even have a calendar for their social media posts.

While I think some social media planning is helpful, the majority of your social media posts cannot and should not be planned. After all, it’s communicating in real time, so who can determine what you will be discussing in two days, let alone two months?

Consistent messaging.
An important part of a public relations professional’s job is to ensure the brand they are representing is consistent in all areas. Do you use the same tone? Convey the same message? Use the same logo, fonts and colors? Does a printed piece reflect what your website looks like? All those pieces should fit together so anyone who sees and reads your information knows exactly where it came from.

Visuals.
A good photo or graphic can make or break your message. If using a photo, make sure it is in focus and clear. Does it tell a story? Is it compelling? Remember, a photo or video shared on social media sites can be shared and shared again…so make sure it represents your brand.

Marketing…who has time for it all?

The recent announcement that Google+ has launched Brand or Business pages had me longing for the days when “online presence” meant you had a website. And your website was “interactive” if it had hyperlinks to other sites, as well as pictures and animation.

When I saw the G+ announcement, I heaved a heavy sigh.

Another social network to learn, post, engage, manage.

I don’t know about other PR/Communicators/Marketers, but I don’t have time for this.

I’m already trying to keep my organization’s website up-to-date, fresh and informative.

I have to design three marketing and promotional pieces in the next few weeks.

I have a twice monthly newsletter to create,  proof and distribute.

I have to continue to foster and cultivate relationships with journalists and keep my eye out for any media coverage opportunities.

I have to produce quarterly reports of our website usage.

I have to come up with a pr/advertising campaign to launch in the second half of 2012.

I have events to attend and prepare materials for, take pictures at, and write a recap after.

And last, but not least, I am the administrator for my organization’s social networks.

When am I going to fit in learning the ins and outs of G+? And is it worth it? The experts are saying yes… because Google no longer indexes Twitter and G+ is a great search engine tool (or something like that).

I vaguely remember the days when I would stand at the fax machine and send out dozens of media alerts. And when press kits were mailed, or even hand-delivered. And the only options for advertising were TV, radio, print and billboard, or direct mail.

Change is inevitable. That’s true. But sometimes I wish the change would slow down a bit, and let me catch up.