Crisis communication resources to help you protect your revenue, reputation, and brand.
Effective crisis communications when “it” hits the fan.
I feel like such the Social Media middle man. Check this out… I was giving a keynote speech to 100 executives who belong to an association. The topic was similar to my upcoming topic at the IABC 2009 Conference, which is New Frontiers in Media Training, which will include Social Media Training — blending Media Training skills with Social Media realities.
I asked if anyone in the room could tell me what I am doing?
I started getting answers such as, “you are giving a speech.”
It was just one more indicator of the generational and cultural gap between the techno savvy Web 2.0 crowd and leaders who don’t have a clue about what is going on in the Social Media world.
I’m guessing every one of you reading this blog knows how to find out what I am doing? Some of you are going there right now to find out.
I told the executives to think beyond what they see in front of them to understand what I am doing. I told them that people around the world could tell me what I was doing without even being here. They were befuddled.
So I asked if any of them had ever heard of Twitter? A few responded yes. I asked if any of them had a Twitter account? None did. I asked if any of them had a Facebook account? A few hands went up. I asked how many had ever watched a video on YouTube? A few more hands went up this time. I asked how many had ever posted a video to YouTube? Only one person had.
I asked how many in the audience thought I was speaking a foreign language when I used terms such as Twitter, Facebook and YouTube. Finally, most raised their hands amid loud laughter.
The lesson here is we have much to teach our executives when it comes to Social Media. Social Media is the new ambush, capable of catching an executive doing something stupid. Social Media is more dangerous than the old style 60 Minutes TV interviews on CBS News in the United States.
I hope you’ll join me in San Francisco at the IABC Conference so we can explore this topic together.
Please post your comments below…
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And if you have a team of executives in your company or in an association, who need to hear from me, I’m always happy to make a presentation to them. Just send an e-mail to me at email@example.com
Imagine you invest lots of time and money to develop and write your crisis communications plan, then you lose it. It’s happening more often than you might think.
There are blizzards, floods and tornadoes in the news — all signs of a changing season. But you can never tell what season it is based on how Megan Kelly of Fox News dresses.
How you dress when being interviewed on TV is important. News anchors are becoming bad role modes as we hear in today’s BraudCast.
After you listen to the BraudCast, if you’d like to see Megan’s shiny legs and summer wardrobe in the dead of winter, there are many videos available on YouTube.
Here’s wishing that you dress for success,
A hazard of trying to force Social Media into the workplace is that 1) in some companies, many employees don’t use computers at work and 2) where computers are used, their is a huge demographic divide between the online habits of Baby Boomers and the Gen X-Gen Ys. But in today’s BraudCast, I see a sliver of surprising hope that the generational divide is getting smaller.
In 2009 I think you need to introduce Social Media Training where you work. I started teaching Social Media Training for 2 reasons and the classes generally take 2 forms. One form is to teach executives and blog leaders the proper way to communicate in online forums. The second form is to help executives realize that their bad behavior on and off the job can easily be recorded on a video cell phone and posted to YouTube for all to see, doing more damage than an old style ambush interview by traditional media.
For those of you with executives who participate or lead online forums, I’d ask you to ask and answer these questions to determine if you need Social Media Training:
• Does the executive know how to use key messages when communicating online?
• Does the executive know how to handle negative comments online?
• How well do the executive’s comments hold up when they are run through cynic filter?
• Does the executive’s comments ever sound angry, defensive or hostile online?
• Does the executive know the power of a question?
Let me respond to each of these:
Social media, especially participation in a blog, requires a certain degree of rawness. It would be a mistake to fill a blog with lots of PRBS. But at the same time, there is a case to be made for staying on message and guiding the discussion, just as one learns in traditional media training. Blog leaders need to realize that what they say is not a naked conversation, but a conversation that is on the record for all the world to see. Through good Social Media Training you can have the best of both worlds.
Negative comments arise quickly in social spaces. They can be harsh and mean. In conventional Media Training you are taught how to handle a negative question from a reporter. Some of those same techniques can be effective online.
The blogosphere is a very cynical place. Training will help a blog leader, podcaster or video caster look at their own comments from the cynic’s point of view.
Anger is the worst way to respond in conventional media and also the worst way to respond in social media. He who keeps his cool wins, in my opinion. The person who takes the humble position will ultimately gain public favor. Even if you are confronted with anger, the right move is to respond with kindness and respect, to use your training techniques for addressing negatives and to fall back to your key messages where appropriate.
I’ve been successfully teaching that one of the most powerful tools in online response is to ask a question, rather than respond defensively. For example, if someone makes a negative comment, rather than trying to shoot down the comment, ask the other person a question, such as, “could you elaborate more on your thoughts so I can better understand your point of view?” I have found that when they further explain their position, it begins to fall apart and exposes lies, rumors and innuendos. This creates a platform for you to toss out the lies, rumors and innuendos, then explain your position as it pertains to the remaining issues. Sometimes you won’t even have to respond because others will shoot down the lies, rumors and innuendos for you.
These are the primary points to cover for executives who proactively participate in social media.
On the other end of the spectrum are those who don’t have a clue about viral videos and then get recorded on camera behaving badly in either an official or social capacity. I’ve seen countless examples of reputations being destroyed, jobs being lost and irreparable harm being done in such situations.
To give you a few examples, a few years ago at a gathering of U.S. Marines, a Marine leader was giving a hoorah type speech. He thought he was among an audience that was in 100 percent agreement with him and loyal to the esprit de corps. The father of a Marine was video taping the speech when the leader made negative comments about gays. The father was offended and handed the tape over to the media. The media showed the video and the leader career was swiftly terminated.
This scenario points out that leaders need to be admonished that they are potentially being recorded 24/7/365. And while the example I gave resulted in the mainstream media becoming involved, in the world of YouTube those same videos can be quickly posted to the web for the entire connected world to see. Then the blogosphere lights up with comments about the video.
The viral video world also means that some of your official corporate videos are being seen by audiences that you never expected to have access. As you produce corporate videos, you need to run them through the cynic filter and ask yourself how would the outside world respond if they saw this video. A case in point is a video by Ernst & Young. It appears the video was shot at a corporate leadership meeting and then shown at a larger annual meeting. Based on my video experience, it was a very expensive video to produce, complete with a band and “hot girl” lead singer. For the video, the company took the liberty of changing the lyrics of a traditional Gospel song, called, “Oh Happy Days.” Whereas the original lyrics included the phrase, “Oh happy days, when Jesus was born,” the new lyrics said, “Oh happy days at Ernst & Young.” Yes, they took Jesus out. This created an uproar once the video became viral. Wow, good thing they didn’t parody a song of Islam and remove the name of Mohammad. As I first viewed the video, my cynic filter notice that there was only one black person in the entire video and the only Latino or Hispanic individuals were seen working in the kitchen. Additionally, with respect to the Rev. Jeremiah Wright, who tells us that whites clap on beats 1 and 3 while blacks clap on beats 2 and 4, I noticed that in many respects he is right and that in many respects, many of the people in the video cannot find beats 1 and 3 or 2 and 4. This is especially true for the bearded guy down front who is seen more times than anyone else. I’m guessing he is the CEO. Watch the video at: http://www.youtube.com/watch?v=MaIq9o1H1yo
In other cases, individuals make fools of themselves in media interviews, only to have the media or a viewer upload the video to the web. In one such example, a county commissioner is confronted by a reporter following a public hearing. When the commissioner is questioned by the reporter, every one of the commissioner’s responses centers around asking the reporter if he knows that Jesus loves him. Such a response was not germane to the question and positioned the commissioner as a buffoon. In years past, such a video would have only been seen 2 or 3 times on the news, resulting in a few days of teasing for the commissioner. These days, the video lives forever on the web for all to laugh at. See it at: http://www.myragantv.com/video/?d=299 or at: http://blurbomat.com/archives/2007/10/10/gotta-love-jesus/
There are also a bevy of blogs that comment about this video.
Recently I was training a client who happened to be a public official. While we were out in public, the official got in a shouting match with 3 people in their 20s. I quickly intervened, because I feared one of them would whip out a cell phone and record video.
The fact is, old style ambush media interviews have been replaced by viral media and most people over 35 years old don’t have a clue about viral media. I see this as one of the biggest threats to reputations and profits in 2009.
Well there you have it, five days worth of information I think you need to know to make 2009 a good year.
If you have questions about any of the things I discussed, just pick up the phone and call me at 985-624-9976 or send an e-mail to me. The address is firstname.lastname@example.org
Best of luck to you in your communications endeavors for the coming year.
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