Practical Skills for the Post-Spill Crisis: Managing Media Relations and Building Business After a Crisis

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Ashley Quinn
8 years ago
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1 Practical Skills for the Post-Spill Crisis: Managing Media Relations and Building Business After a Crisis 1

2 Practical Skills for the Oil Spill Crisis Lisa Simon, CTP NTA President 2

3 Practical Skills for the Oil Spill Crisis 3

4 Practical Skills for the Oil Spill Crisis This event is sponsored in part by GulfCoastTravelUpdate.com, an interactive tool devised by travel social network tripatini.com. 4

5 Practical Skills for the Oil Spill Crisis Tourism Matters on the Gulf Coast* More than 1 million employed $94 billion in annual spending * Alabama, Florida, Louisiana and Mississippi 5

6 Practical Skills for the Oil Spill Crisis 6

7 Practical Skills for the Oil Spill Crisis 7

8 Practical Skills for the Oil Spill Crisis 8

9 Practical Skills for the Oil Spill Crisis 9

10 Practical Skills for the Oil Spill Crisis 10

11 Practical Skills for the Oil Spill Crisis We ll Do It for You! 11

12 Practical Skills for the Oil Spill Crisis Marketing to the Trade 1. Nurture what you have 2. Build the new 3. Differentiate yourself 12

13 Practical Skills for the Oil Spill Crisis Consumer Confidence Down Pent-up Demand Will Still Drive People to Travel 13

14 Practical Skills for the Oil Spill Crisis Late Booking + Renegotiation Needs = Critical Need for Strong Partnerships 14

15 Practical Skills for the Oil Spill Crisis 15

16 Practical Skills for the Oil Spill Crisis 16

17 Practical Skills for the Oil Spill Crisis TRIP Act: $10 million annually x 5 Years $50 million in federal funding x 2 (in local matches $100 million impact 17

18 Today s Speakers Cathleen Johnson Global Tourism Practice Leader Steven Behm Associate US Director, Crisis and Issues Management Practice 18

19 What We ll Cover Today The Post Oil-Spill Media Landscape Remaining Relevant to Media Managing Your Digital Reputation 19

20 The Post Oil-Spill Landscape Perception vs. Reality 20

21 The Post Oil-Spill Landscape Negative News Dominated Coverage

22 National Spotlight Has Dimmed/Disappeared 22

23 Crisis Lifecycle Reactive Trigger Immediate Needs & Mobilization Define & Assess Risk Response Strategy Identify Potential Advocates Tested & Prepared Response Implementation Activate Advocates Assess Progress Further Evaluation & Refinement Proactive Reputation Rehabilitation & Recovery Enhance Best Practices Lessons Learned

24 A Protocol to Keep Actively Engaged Research Response React Monitor What is Being Said Evaluate the Content Decide When and How to Respond Share the Response Widely Evaluate Feedback Decide When and How to Respond Check Online and Offline go to the conversations, they won t come to you Look at both qualitative and quantitative impact of what is being said Don t reach to everything the same each piece of content is unique Assume your key audiences will want to see it Top-down format won t work; appreciate that a dialogue, not a speech must occur Create an ongoing dialogue until the crisis has passed 24

25 Strategies to Stay in the Existing News Cycle Know What Motivates Media! Identify and invite key media contacts who parachuted in and quickly left, to return for the follow up story Tie story ideas back to regional outlets of your target audiences -- Provide the local connections Get face to face, one on one with reporters go where they are, don t expect them to come to you. If you can t be part of the story now, be a resource for the region the next time you ll be the story Realize short attention spans: Place stories with shelf-life now, or forever lose the moment Share content in multiple-channel formats (like photos and videos) Flip cam content works! 25

26 Check Their Sources Social Media! For the first time, my reporting and blogging were intertwined. Initially there was a pack or herd mentality; later we started digging for very specific stories we could own. 26

27 The Evolution of Today s Media Story

28 Engaging Media Through Multiple Channels Provide reporters with content meaningful and applicable for all the different channels they inform Make it easy for reporter recipients to take your submission and run with it Comment on reporter blogs to offer suggestions/perspective that may inform their audience Compliment reporters on their good reports, and provide constructive criticism where they miss the mark 28

29 Create New News Opportunities Offer real customer/guest experiences Especially if it includes an oil spill experience Be cognizant of natural events that could motivate coverage Nature migrations, seasonal events, holidays, weather events Share creative/quirky stories that run counter to negative perceptions Talk about new deals, partnerships or the return of the spill crew with their families Offer thank you packages to spill crews Find local or regional heroes Showcase voluntourism efforts that continue or that worked Issue awards for those who contributed in meaningful ways 29

30 Seed Your Long-Term Traffic Now Place timeline and milestone pieces with shelf-life now (6 month look back, 6 months ahead) Feature year-long package deals Two nights in 2010 free night in 2011 Create short-term packages to stop the slippage of tourists concerned about the region s recovery Showcase special events, deals and promotions in the 3-6 month timeframe Invest in marketing events that occur a year from the original spill to regain lost annual tourism traffic to the region Plan now for Year After the Spill return of the media 30

31 Managing Your Online Reputation 1. Listen 2. Analyze 3. Engage 31

32 Managing Your Online Reputation LISTEN Tools for monitoring online conversations Google Alerts Google Reader Google Insights Twitter 32

33 Search Insights Provides A Lens into Consumer Interest 33

34 Blogs Complement Traditional News Sources 34

35 Managing Your Online Reputation ANALYZE Find the tool that suits your needs and stick to it, even if it s one tool Look for trends What causes spikes in conversation? Your website should be the first stop for consumers seeking more information about your business, is it updated? Real time reporting just as important now as during height of the spill 35

36 Managing Your Online Reputation ENGAGE Blogs Twitter Facebook Geolocation Tools Notifcations and Newsletters 36

37 Provide Real-Time News for Potential Visitors 37

38 Facebook Provides a Place for Updates, Pictures, Video and a Customer Response Platform 38

39 Questions? Cathleen Johnson 39

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