Crisis Management Review PDF

Crisis Management **How to avoid crisis:** Types of Crisis - Natural - Technological - Confrontation - Malevolence - Organizational misdeeds - Workplace violence - Rumours - Terrorist attacks or disasters caused by human error Operational Modes Issues -- anticipate/monito...

Crisis Management **How to avoid crisis:** Types of Crisis - Natural - Technological - Confrontation - Malevolence - Organizational misdeeds - Workplace violence - Rumours - Terrorist attacks or disasters caused by human error Operational Modes Issues -- anticipate/monitor emerging issues and respond fast Risk -- to control risk, manage implied threats to the organization Crisis -- coping with crisis when it occurs, reactive response to issues that spiral out of control **How to Cope with Crisis:** Principles for Crisis Approach - Existing relationships - Media as ally - Reputational priorities - Quick reponse - Full disclosure - One voice When crisis occurs it is important not to make it worse, and you must show concern for the issue. End the story NOW: options for response - You could disagree, but never deny the issue - Defend why you did what you did - Admit that you did what you did - Launch a counter-attack It is also important to give context to the events. Misunderstandings can be a big factor in causing issues/crisis Commenting on crisis: Have a key message - Talking points - Provide context - Supporting facts - Statistics **How to move on from Crisis:** Reactive strategies - Pre-emptive (anticipate) - Offensive (attack) - Defensive (denial and excuses) - Diversionary - Vocal commiseration (apology, condolence, concern) - Rectifying behaviour (investigate, fix problem, restitution, repent) - Deliberate inaction (sometimes doing nothing at all is the way to go) Apologia -- defending or explaining your actions/opinions/positions to convince people that you were just doing what you thought to be "right" Non-apology -- an insincere apology, not given because you actually are sorry for your actions Apology -- a genuine expression of regret and fault, taking the blame and felling genuinely sorry for the issue **AI in digital Marketing:** In crisis management, AI should not be used for..... - Crafting statements - HR communications - Creating public relations strategies - Communicating info to the public However, when managing a crisis, AI can be useful when.... - Transcribing interviews, focus groups, and speeches, (beware of summaries though) - Gaining insight form large data sets - Monitoring and evaluation of social media analytics, media monitoring - Content drafting and generating ideas (all writing should still be done by humans) - Image/video creation as long as there is transparency about the use of AI Always make sure you have permission to use AI and the way you do so is ethical. You should always be transparent about when AI is used for anything that the customers/client is seeing (videos, images, etc) Ai will continue to be used more commonly and frequently, so brands must be responsible for what they are releasing to the public. It is a powerful tool but cannot replace human authenticity (writing). Engagement strategies - Link building -- get people mentioning the brand in blogs and in passing on their sites, not directly talking about the brand but building up more sites to overpower negative ones - Interlinking -- interlinking with positive mentions of the brand in the top 30 results - Click-through rate (CTR) -- send clicks to certain positive targets on the SERP to move them above the negative - Competitor research -- look at what the competition is foing - Influencer engagement -- work with others to bring more awareness to what you are trying to promote and increase engagement on things that are positive for your brand SEO Technical Back end: - Crawling -- this is how search engines discover new or updated web pages, they navigate through the internet following one link to another, scanning the content of websites. Your website needs to be crawlable, with working links, clear site structure and be properly configured - Indexing - storing the data of a site in the "index", search engines try to understand a site's content by analyzing keywords, meta tags, headings and media and pages are categorized and stored in the index for quick retrieval during a user's search. It is important to use descriptive and accurate meta tags to convey your websites content so that when someone is searching your page will be relevant - Ranking -- determining the order in which web pages will appear on the SERP, Key ranking factors are quality of page, how user-friendly it is and how relevant the page is to the search (as determined by keywords and metatags) Titles: your title is important because the more relevant to the search, the higher ranked your webpage will be Title format is -- most important keyword, second most important keyword and then the brand name Titles should be 60-60 characters, keyword order plus brand name, each titlw should be unique to a webpage and relevant to the content on the page. No keyword stuffing (putting a bunch of relevant keyword to rank higher, you will be flagged). Your main heading and meta title should be different and always write for humans! Meta: meta description should be a honest description of your content and action oriented, providing a solution or benefit. - Longer than the heading, your meta description should be around. 150 characters Common issues - Brocken pages - Slow pages -- check page speed should be 80+ - Pages not optimized for mobile -- cannot use on phones, check if its mobile friendly "mobile-friendly test" **SEO Onsite (Front End):** Site maps -- file on-site that lists pages and importance Robots.txt -- file that tells bots where to/not go and where to find the site map Website Structure fixes - Clean it up but checking the robot.txt file and disallow internal/unimportant and remove/redirect as needed - Might have to do some site redesign, check out google analytics and your competition, sometimes it's best to start from scratch On page content - Keywords in the title, meta main headline - Keywords/human content in H2 (subheads) - Clear CTA (call to action) - Links to internal and external pages Page-Level Onsite SEO - Target keyword with title tag - Great meta so users click - URL with targeted keyword - H1 with keyword form title - H2 tags with secondary keywords, close to main, relevant to iser and query - Great content and images, matches intent and unqiue - Clear call to action - Update content and keep it fresh Offsite SEO (link building) Great links - Relevant - Trust/authority - Variety (domain authority) Bad links - Not relevant Different Types of Links - Natural (editorial) -- linked naturally from other websites (good content, reputation, partnerships) - Manual (outreach) -- we ask other sites to link us - Self-created (non-editorial) -- someone unethical would go back and post sites SEO is all about getting the site to look good for Google