The Internet provides the ideal habitat for rumors to fester. The key to handling an online crisis - either the result of a rumor or a real event - is to understand the medium.
In his presentation at the PR NEWS Advanced Crisis Management Seminar, R. Pierce Reid, SVP of Schwartz Communications, provided this guide to the ins and outs of crisis
management in the digital age.
What Makes An Internet PR Crisis?
Happens fast and unexpectedly
Frequently contains incorrect or mislead ing information
There is often no single source of the crisis
Lots of little brush fires, not one big conflagration
Can spill out into the general media
What Starts An Online Crisis?
An individual or group with an axe to grind
A misconception or a rumor
A prankster or jokester
A real event (online stalking leading to a killing)
Nothing at all!
Where Do You Find Potentials For An Online Crisis?
Chat boards (for stocks, companies, prod-ucts, etc.)
Usenet Newsgroups, though these are less popular
Specific Web sites e.g., Ihatemicrosoft.com (it exists)
Mass e-mailings
On 'zines and in the general media (Spen cer the Katt!)
How Do You Fix An Online Crisis?
Know the medium!
Communicate to all audiences and speak their language
Treat the Internet community as part of the solution, not the problem
Choose a spokesperson carefully (Please, no lawyers)
Create messaging and use it effectively
If you deserve the criticism, take your lumps, fix the problem and move on.
Basic crisis rules still apply: Tell it all, tell it fast, tell the truth!
Planning For An Online Crisis
It's just like planning for any crisis
Avoid crises in the first place by providing counsel within your organization
Know your crisis team
Have Web experts involved (searches, posting, etc.)
Disseminate new facts to team members fast
Control information flow
(R. Pierce Reid, Schwartz Communications, 781/684-0770)