Transcript Presentazione standard di PowerPoint - Cim

UNIVERSITÀ DEGLI STUDI DI PAVIA
FACOLTÀ DI ECONOMIA, GIURISPRUDENZA, INGEGNERIA,
LETTERE E FILOSOFIA, SCIENZE POLITICHE.
Corso di Laurea Interfacoltà in Comunicazione Professionale e
Multimediale.
CRISIS COMMUNICATION
2.0
Relatore:
Chiar.mo Prof. Giampaolo Azzoni
Correlatore:
Chiar.mo Prof. Andrea Fontana
Tesi di Isabel Zielo
CRISIS: an unexpected event
or situation that could threaten
or
is
threatening
to
harm
people or property, seriously
interrupt
reputation
business,
and/or
damage
negatively
impact the bottom line.
J. Bernstein
Crisis management is the process by which an
organization deals with a major event that threatens to
harm the organization, its stakeholders, or the general
public.
It is a discipline that involves dealing with threats before, during,
and after they have occurred: this steps are called "3 R": research,
response and recovery.
Crisis communication
is a sub-specialty of the
public relation profession
and a crisis management
function. Crisis
communication aims to
protect and defend a
company reputation.
REPUTATION
Reputation has become a key factor for companies:
it involves many parts of a corporate business
REPUTATION
- strictly connected with trust
- lost of trust can damage reputation and consequently
business
reputation risk
THE WEB EVOLUTION
Web 2.0 refers to cumulative changes in the way web
pages are made and used
- The User generated content Web
- The Web of collaboration and sharing:
- Anyone can share anything with anyone across the
Globe
WEB 2.0 AFFECTS THE WAY TO HANDLE A CRISIS
- New threatens
- Citizen journalism
- Social media
- Social network
- Everything is amplified
- Communication process more complex, more difficult to
control and less forgiving
CASES HISTORY
-COSTA CONCORDIA
-BP
-ABERCROMBIE & FITCH
-TACO BELL
-DOMINO'S PIZZA
COSTA CONCORDIA
MAIN MISTAKES
- Standardization of all communications:
- official web site not specifically dedicated to the tragedy:
only links
to the updates + technical problems
-impersonal use of Facebook
-improper use of the hashtags on Twitter: #concordia
vs #costaconcordia ( that was used by users)
- no emergency telephone number
- Costa Crociere no as an authoritative news source
BP: GOOD EXAMPLE OF “CRISIS WEB SITE”
Bp Global Case shows a good way to implement the
official business web site during a crisis:
- Gulf of Mexico Response: web space specifically
dedicated to the tragedy
- fast updates with pictures, videos, details, news
- emergency telephone numbers
ABERCROMBIE & FITCH: WHEN A CRISIS
STARTS ON THE WEB.
The power of the Web → CEO Mike Jeffries
interview caused a big reputational damage after
7 years
→ lots of protests
→ negatives comments on Facebook and Twitter
→ people started to boycott the company
(#FitchTheHomeless, Fat&Attractive)
- Mike Jeffries' statement on Facebook did not sound as an apology
- Abercrombie & Fitch apologized again
- The Company announced an anti bullying campaign → “not enough,
Away from the requests of Benjamin O'Keef's petition
– → These actions did not stop the protests
– → A&F image and sales started to drop
TACO BELL & DOMINO'S PIZZA: 2 SIMILAR CASES,
2 DIFFERENT WAYS TO HANDLE A CRISIS
Taco Bell's employee
Domino's Pizza's employee
- 2009: 2 Domino's Pizza's employees published a video on YouTube,
The video showed them acting in an improper and unhygienic way
In the restaurant kitchen;
- 2013: Taco Bell's employee posted on Facebook a picture showing
Him licking taco shells.
Domino's Pizza: → published a video showing CEO Patrick Doyle
apologizing on YouTube
→ Twitter account specifically dedicated to the case
→ statement of apology on the official web site
Taco Bell: statements and updates with the right content but in
the wrong place!
The Company published its statement only on its official
website and ignored Facebook, the place where the crisis
started and the only one used by customers to get news.
CONCLUSIONS Crisis Communication 2.0
- use the place where the crisis started
to communicate
- readiness
- directness
- a company has to know how Web 2.0
Works
- build an online presence and reputation
- BEING ONLINE vs GOING ONLINE:
Be PROACTIVE!
GRAZIE PER
L'ATTENZIONE