Crisis Communication and Social Media

Hi all. Today I'm going to blog about crisis communication and the importance of incorporating social media into crisis communication.

Crisis communication is one of the public relations practitioners' job scope which designed to protect and maintain the reputation of an individual, company or an organization. 

Nowadays, social media acted as an portal for public relations practitioners to connect with their audiences. Other than connecting with audiences, public relations practitioner can also use social media in crisis communication for its' efficiency and speed of spreading information. 

However, there are some elements that we have to remember when using social media in crisis communication:

1) Honesty and Reliability 

Public relations practitioners must be honest to the public when facing the audience even it is only on the social media. Nowadays, social media acted as an important role in people's life. Many people rely on social media to get and spread information therefore we can see social media as important as seeing audiences face-to-face when solving crisis. 

2) Response within 24-hours information cycle

With the use of social media, it makes crisis communication an 24-hours job for public relations practitioners. Netizens practically never sleep. All complaints and negative comments are expected to be respond within 24 hours. The longer the complaints and negative comments are left unattended, the more dissatisfaction will be arise.

3) Do not take social media users as only casual users. 

Although many of the public uses social media as an recreation tool but there are some professionals who use social media as a source of news and information. For example, journalists use twitter as a portal to get news and information. Social media is a place where journalist and key influencers who amplify messages and it is a place where stakeholders find information. 

4) Internet and social media must be monitored

Unverified information spread from the social media can be harmful to an individual, company or an organization therefore a gatekeeper must be placed to monitor all the updates in social media. Gatekeeper can also know about audiences' complaints and negative comments in time and let the public relations practitioners to respond in-time to solve the crisis. 

Above are some of the element that we need to take note about when using social media in crisis communication. I shall see you in the next post. Bye. 

Steps and Elements of New Media Planning

This is a video where I talk about the steps and elements of New Media Planning. Enjoy. =) 

Handling Negative Online Feedback (Real Life Case Study)

Hey people, how has life been?

Remember I was talking about the "online" topic in the last 2 posts? Today, I'm going to talk about something similar. We will look into some real life example of how a company (or their online spokesperson) response to negative online feedback.

So, there was this case where a Chinese man went to Nando's at Gurney Plaza, Peneng to have his dinner but was told by the staffs there the seats are all reserved for the Malays to "buka-puasa".

Translation: 

Liu: "I reached Gurney (Plaza) Nando's at 6.30 pm and was told by the staff that all table was reserved for "buka-puasa". The Chinese only can enter the restaurant after 8 pm. Since when do we need to yield just to have our meal? This country is sick. I will not visit this restaurant anymore!!"

The man was so furious and immediately update a status on facebook to express his anger. The post went viral as he touches the sensitive racial issue. A lot of people shared this post and said that they had the same experience with Liu. Some of the people also suggested to boycott Nando's from business.

One of the facebook user shared this status to Nando's Malaysia offical facebook page, asking them to translate and understand what this status is about (the status was originally in mandarin character) and asked Nando's Malaysia does this implying that Nando's is being racist?

Nando's Malaysia replied to this post 2 hours later and explain that they have no intention to be racist or discrimination. Also, they explain patiently that there are actually a possibilities that all the table were booked as customers will need to walk in and pay for a deposit before confirming their booking.

Nando's Malaysia not only responded to the post on their facebook page, they responded on the original post (Liu's post) as well.

Tranlation:

Nando's:"Hi all, we are sorry to hear about this unpleasant experience of Mr. Liu's in our restaurant. Our staff was not clear the procedure of table-booking and triggered this misunderstanding to happen. Please allow us to explain our table-booking procedure during Ramadan month- anyone are welcomed to book a table in restaurant (not only the Msulim's). Guests will have to walk in to reserve their table. Also, to get the reserved table number, guests will have to pay an amount as a deposit to secure the table. Last but not least, guests will have to reach the restaurant 30 minutes before the reservation time. We sincerely hope this reply will clear up confusions about our table-booking procedure. We sincerely apologize for any inconvenience caused. We hope you would continue to support our restaurant. Thank you. "

This reply is in mandarin, as Liu's primary language is mandarin, explaining that some of the staff was not clear about the procedure of table-booking, therefore triggered this misunderstanding. They then explained again in mandarin about the procedure of table-booking of the company and then apologized to Liu.

I personally thinks that Nando's Malaysia did quite a good job on handling this negative feedback on Facebook. First, they responded within a short period (within 24 hours), not only to the post that was posted on their official Facebook page, but also on the original post where Liu was expressing his dissatisfaction. Secondly, they apologized for the unpleasant experience of Liu in their restaurant outlet. Thirdly, they explain patiently about the procedure of table-booking on the Ramadan month to both Mr. Liu and the Facebook user who shared Mr. Liu's post on Nando's Malaysia's Facebook page.

If it was you who were appointed to make a response to this dissatisfaction of a customer, how would you react? Would you response in a total different way? Or would you respond just like how Nando's Malaysia did? Is the any space of improvement on how Nando's Malaysia should response? Come, tell me your answer! =D

Alright, this is all for today, see you in the next post!! ^__^

Criteria of a Good Online Spokesperson

This is Michelle Phan when she is the spokesperson of Lancome cosmetics.

Check out her Youtube channel too! --> Michelle Phan Youtube

See you next time. Bye! =D