Five key learnings from social media crisis

09/08/2019By scandinaviancomCrisis Communications, Public Relations Global Network, Social Media, SoMe Tips & Trends

By Philip Hauserman, Vice President and Director of Crisis Communications at The Castle Group

In today’s world, there’s no escaping social media – especially when it comes to crisis communications.
I can say this with authority since 99.9 percent of the crises we’ve managed in the past few years have involved one platform or another. Facebook, Twitter, Instagram, YouTube, Snapchat, Yik Yak (yes, even Yik Yak, for those of you who remember 2016). Each platform presents its own challenges, of course, but the approach to managing the situation and the response more or less stays the same.

So, what do you do? How do you manage a social media crisis?

Prepare. There’s no anti-virus software that I know of that will quickly and quietly fix a crisis, especially one that is playing out online for all the world to see. Having a plan in place – and testing that plan – before a crisis occurs is the No. 1 step you can take right now to prepare yourself and your organization for that inevitable moment when you hear those three little words that nobody wants to hear: “It’s gone viral!” Part of that plan includes making sure that you know your channels, your passwords, and your team. More than one person on your social media team should always have access to each account, and at least one person should be able to access the accounts from a mobile device. Your plan should also include likely scenarios and template responses – pre-approved messages that can be used in public and/or private message formats. Why is this important? Because a single tweet that goes unresponded to can kick off a digital firestorm that can take over and create a narrative of its own, leaving your organization – and your reputation – behind. In a true social media crisis, you don’t have the benefit of time to run a draft social media response up and down the ladder and through legal before posting. Do that ahead of time and save yourself from the headache that comes with waiting…and watching…a crisis snowball online.

Implement – and abide by – social media policies. Developing guidelines and posting policies for external interaction with your social media channels sets clear expectations for acceptable/unacceptable usage of your organization’s pages. These policies will also give you a publicly stated set of rules to refer to in the event that you have to remove a particularly ugly or vicious attack on your platforms. But don’t, under any circumstances, start deleting or hiding comments – unless they violate said policies. Doing so will make the situation infinitely worse.

Listen, listen, listen. The best way to know what’s going on before, during, and after a crisis is to listen. Monitor your own organization’s channels and that of news outlets that may be reporting on the issue. Pay special attention to trending topics and hashtags on each platform, flagging and screen capturing comments that are particularly concerning and may require priority treatment. Many times, you’ll discover new, and potentially actionable, information just by listening to the conversation. When you do speak, speak with one voice and transmit one message. The style and the exact words of the response may change to fit the platform, but the substance of the response should not. There are hundreds, maybe thousands of eyes just waiting and watching for inconsistencies and errors and tone-deaf or robotic remarks – anything to fan the flames and keep the controversy going. What you say online should be the same thing you said to the reporter who called a few minutes ago, and it should absolutely be the same thing you said to your employees.

Debrief. Clean up. And then start planning for the next crisis. Once the storm has passed, it’s time to clean up. Did you promise any updates to anyone during the situation or event? If so, who needs to hear from you and when? Did your process work? What needs to be improved? Do you need to run through drills based on what your organization experienced? Should you update your policies and passwords? These are just some of the questions to ask yourself and your team before the next storm rolls through.

The Castle Group is our partner agency in Boston, USA.  Article originally published at PRGN.com

10 tips to PR success in Scandinavian media

05/08/2019By scandinaviancomChristina Rytter, PR, PR Tips & Trends, Scandinavian Communications

By Christina Rytter, Founder & Trusted Communications Advisor

These focus points are key to create positive PR coverage in Scandinavia:

1. Think through and create a real journalistic story from scratch for the Scandinavian markets – and then get your corporate or product messages to fit with a downplayed balance.

2. Write a local angled story for each Scandinavian market. Your PR core story for Scandinavia can be the same – but to really get it right, you then need to work out a local PR angle for each market; Denmark, Sweden, Norway, Finland etc. Understanding and acting on the small cultural differences between each Scandinavian market give you much greater PR results.

3. Work out a tailored media list for each Scandinavian country with key journalist from Tier 1 media depending on your target group.

4. Pick a broader range of media to get more volume, when you send out your press release – Scandinavia has a very narrow media structure with only few media in each category.

5. Work with exclusive sell-in of your press release / PR story. This means that you only talk in person with one leading key media at the time. It’s key for most Scandinavian journalists to get their own story with a unique angle. When you succeed with you PR sell-in. Wait for the agreed publication – and then go for at wide distribution of the press release to create a 2-waved PR effect. This can be very effectful!

6. Always work with a journalistic approach in your PR Press kit for Scandinavian media. A Marketing approach towards Scandinavian Tier 1 media is a sure dead end – and you press release will easily end up in the garbage can at the newsdesk.

7. Don’t expect to get any control over the final journalistic content in articles. Scandinavian journalists are very Independent – it’s just part of their DNA. You can approve you own quotes – and offer journalist a quality check of facts. Nothing more. Otherwise you could offend the journalist. This independence also means that your PR adviser rarely is present at face-to-face interviews with Scandinavian journalist.

8. Offer Media professional PR photos to strengthen the possibility of media coverage. This could be PR headshots of your company spokesperson or of your Product/Services. This must preferably be PR photos take for media in a journalistic context supporting the journalistic angle of your story – instead of traditional marketing photos.

9. Follow up on journalists in person on phone and email to secure sell-in of the story and final media coverage. In Scandinavia this is a very delicate balance between being proactive without being annoying for journalists, who have a very busy and tight work schedule and a lot of people approaching them every day.

10. Take into your planning that different Scandinavian media work with very different timing. If you go for a business daily, you might only need to approach the editor a couple of weeks before you like to see some media coverage. But if it’s a high-end lifestyle Magazine on print, you might need to talk to the editor 3-4 month ahead.

Need help with PR in Scandinavia?
Don’t hesitate to contact Scandinavian Communications if you need help. We are passioned with heart and mind to help you communicate with impact and leverage your business in the Scandinavian markets.