Post on 15-Jul-2015
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1. One bad interview can ruin your company’s reputation
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2. You are already a brand ambassador (so you need to know how to promote your company’s agenda 24/7/365 to the media)
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3. Perception matters -- media visibility affects the bottom line
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4. Speed matters
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Denials despite online evidence
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Social media forces everyone to be
more transparent and accountable
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Case studies
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“Woman dies in fire as BHP staff refuse to loan fire extinguisher”
Sara Mateoi, mother of dead student, Florina Joseph. –The Star
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BHP: The humane response• Trapped 27-year-old student
screams for help after crash with another car and lorry.
• Passer-by Teo Chai Hong races to nearby BHP to get a fire extinguisher.
• Two attendants refuse to open doors despite pleas and offer of identity card.
• Teo returns to scene to see student and car engulfed in flames.
• Teo posts his account online.
• Media picks up story after it spreads on social networks.
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Social media impacts brands
Facebook protest group
Boycott inHumane Petrol
picks up 8,000 likes in 22
days.
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Responses from BHP
1.BHP government relations manager Abdul Kaiyum: “Teo
was not acting calmly when asking for assistance. Neither
did they refer to their supervisor because it was past
midnight. The two of them previously had been attacked
and beaten up by assailants while on duty at the
station”June 3, 2010 Komunitikini
2."We regret this has happened. The incident took place at
3am. Thefts and robberies at service stations are common
during these hours. Thus staff at the service station were
only concerned and did not respond to the request as the
attendant could not see the accident which took place
some 300m away.” statement issued to Malay Mail, June
4, 2010.
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3.BHP managing director Tan Kim Thiam had
expressed regret over the incident, saying the
attendants had refused to open their doors because
robberies were common at that hour. “The staff were
concerned and did not respond to the request as
they could not see the accident,” said Tan, who
declined to comment further. The Star, June 5, 2010
4.“As the BHP staff could not see the accident, then a
misunderstanding occurred with Teo claiming the
staff refused to hand him a fire extinguisher,” said a
BHP spokesperson who declined to be named.
Malaysiakini, June 8, 2010
(Note: Cancelled a press conference on June 7, 2010)
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BP: Leadership matters
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BP CEO’s Gaffes• May 3: “Well, it wasn't our accident...The drilling rig was a
Transocean drilling rig. It was their rig and their equipment
that failed, run by their people and their processes.”
• May 14: “The Gulf of Mexico is a very big ocean. The
amount of volume of oil and dispersant we are putting into it
is tiny in relation to the total water volume.”
• May 18: “I think the environmental impact of this disaster is
likely to be very, very modest.”
• May 30: “We're sorry for the massive disruption it's caused
their lives. There's no one who wants this over more than I
do. I would like my life back.”
• May 31: “The oil is on the surface. There aren't any plumes.”
(Scientists had video images to prove otherwise)
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Dell laptop explodes at Japanese conference
By INQUIRER.net newsdesk: Wednesday 21 June 2006
An Inquirer reader attending a conference in Japan sat just feet away from a laptop computer that suddenly exploded into flames, in what could have been a deadly accident.
Gaston, our astonished reader reports: "The damn thing was on fire and produced several explosions for more than five minutes"…
For the record, this is a Dell machine," notes Gaston. "It is only a matter of time until such an incident breaks out on a plane," he suggests.
Our witness managed to catch all the action in these amazing pictures….
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Good news, get it out fast
Bad news, get it out faster!*
(*Caveat: Information is verified)
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Dell to recall 4m laptop batteriesCNET News.com,August 14, 2006
Dell and the U.S. Consumer Product Safety Commission plan to recall 4.1 million notebook batteries on Tuesday, a company representative confirmed.
The recall affects certain Inspiron, Latitude and Precision mobile workstations shipped between April 2004 and July 18, 2006. Sony manufactured the batteries that are being recalled, the representative said.
This looks like the largest battery recall in the history of the electronics industry, said Roger Kay, an analyst with Endpoint Technologies Associates. "The scale of it is phenomenal."
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Sony delays response, crisis lingers in public eye…
•Aug 15, 06: Dell recalls 4.1m batteries
•Aug 24, 06: Apple recalls 1.8m batteries
•Sept 15, 06: Virgin Atlantic, Qantas and Korean Air
ban use of Dell and Apple laptops on board its planes,
unless the battery removed
•Sept 28, 06:Lenovo/IBM: 526,000 batteries
•Sept 29, 06:Dell increases recall to 4.2m
•Sept 29, 06:Toshiba recalls 830,000 batteries
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ThinkPad explodes in LAX airport, posting on Gizmodo.com, Sept 16
“So we're waiting for a flight in the United lounge at LAX, this
guy comes running the wrong way, pushing other passengers
out of the way and quickly drops his laptop on the floor. The
thing immediately flares up like a giant firework for about 15
seconds, then catches fire….”
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Charred remains of IBM notebook on terminal floor
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Crisis escalates and spreads online
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Sony finally responds…
Sept 30, 2006: Sony finally announces global recall of 9.6 million PC batteries. The recall and replacement would cost as much as 50 billion yen (about US$423 million)….
…but profit plunges 94 percent for
July-Sept quarter
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Dell’s Response• Determines cause – battery supplier,
executes costly remedial action with safety in
mind.
• Liaises with authority: Works with U.S.
Consumer Product Safety Commission to
announce global recall of 4.1 million laptop
batteries.
• Used website: Sets up recall website for
customers to check affected units.
• Assures safety: Guarantees replacement
batteries are safe.
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'Alien' substance caused Dell notebook battery to ignite
By Julian Matthews, ZDNet Asia October 23, 2000.
KUALA LUMPUR – An 'alien' substance was mixed into the production process of the battery that caused a Dell customer's notebook to burst into flames and prompted a recall last week.
"As a result of analysis, we defined the cause of the short circuit that occurred in one cell was due to mixing of an alien substance at one production process," said Yoshiyuki Arikawa, a spokesperson of battery-supplier Soft Energy Company, a unit of Japanese consumer giant Sanyo Electric Co Ltd.
In the e-mail response to ZDNet Asia, Arikawa did not define what the 'alien' substance could be or how it entered the production process…
Arikawa added, "The defect rate should be very small since it’s a specific occasion and (went through) normal inspection process after. The defect is limited only to the 27,000-set lot to Dell."
Dell Computer recalled the 27,000 batteries with a promise to replace them free of charge….
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Sony execs’ bow not deep enough?
“We want to put this
behind us. I take this
problem seriously and
I want to finish the
replacement program
as quickly as possible
for the sake of our
users and corporate
customers,”Corporate Executive Officer
Yutaka Nakagawa, Oct 24,
2006
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CIMB and Maxis: One-to-one customer complaint resolution
Crisis communications reactions
POOR
Defensive – take it personally
Decline to comment
Deny or lie
Deflect – taichi, play blame game
Downplay
BETTERAccept – that it has
happened
Acknowledge – to those affected, media, public
Assure – show you care, calm fears
Apologize (if you have to) and be specific, express regret, suggest remedy
ACT – assess your allies, plan your action, act out your plan
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Opportunities in a crisis: What the media can do for you
• Help spread information to the public quickly– Tell your side of the story, show you care
– Repudiate and get ahead of the rumour mill
– Reassure or calm the public
– Reinforce alerts, warnings, cautions
• Disseminate appeals for– witnesses, feedback or volunteers
• Educate the public on the issue– Gain empathy for your cause
– Show you are good corporate citizen
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Best pro-active practices: Social media and crisis comms
1. Formulate a crisis communications plan that
incorporates social media, update regularly
2. Role-play crisis scenarios with reactions from
social media
3. Train staff on crisis communications with social
media elements in simulation
4. Meet and cultivate the media, first responders
through social media
5. Engage and connect with both on-the-ground
communities and online community
6. Use online tracking tools