to convey key messages. The reporter
functions as a filter through which
your carefully crafted messages pass
before they reach various stakeholders. In addition to recurring
on-camera media training, proper
interview preparation includes studying the assigned reporter’s tendencies,
previous interviews and interview
•Closely monitor news coverage,
especially during a crisis, so that any
false or incomplete information can
be identified and corrected right away.
Don’t delay following up with reporters even if new information is not
available or cannot be shared for legal
or other reasons. Keep a media inquiry
log to track inquiries (Who inquired?
Which outlet? When? Reason for call?
etc.) and to streamline processing and
Simply put, no company today can
afford to ignore what is said online
and in social media about its business
practices, brands, performance, products and services, and that is even truer
during a crisis situation.
Employees, customers, competitors,
reporters and other stakeholders turn to
the Internet and social media to obtain,
publish and distribute crisis-related
information. As a result, uncensored
and potentially damaging content,
including audio and video clips, may
be published and syndicated across
borders in real time, and rumors and
false information may remain available
on the Internet indefinitely.
Be prepared to communicate and
engage with a broad range of stakeholders by way of peer-to-peer conversation using various social media.
Determine what social media outlets
crisis is different,
evaluate the crisis
and make adjustments
Social media crisis communication tips
1. Establish, communicate and enforce a companywide social
2. Continuously monitor online content and social media.
3. Determine what engaging stakeholders via social media
4. Engage a broad range of stakeholders by way of peer-to-peer
5. Carefully listen to and act upon stakeholder feedback provided
via social media.
6. Identify and connect with key online influencers.
7. Rebut false claims and accusations appearing in social media.
8. Refrain from engaging in pointless debate with negative
social media posters.
9. Link your organization’s website and social media tools.
10. Evaluate your crisis response on social media and make any