Social Media Plays a Bigger Role in Crises of Tomorrow
Today's digital age presents as much opportunities as challenges
for communications practitioners seeking to effectively deal with
crisis
SINGAPORE, March 17, 2011 /PRNewswire-Asia/ -- The formula of
reacting to a crisis in a certain manner to ensure minimal damage
does not work anymore. No longer can textbooks and other manuals
claim to separate crises into different groups according to their
nature and present a general solution to solve them all. The
emergence of social media has added a new dimension to the field
and communication practitioners not only have to start monitoring
online for hints of crisis, they have to respond and manage a
crisis through new media, sometimes making it the most important
channel to reach stakeholders.
These are challenges that communications practitioners in every
organisation face, and are involved in this transformation, whether
they like it or not. To complicate matters, consumers nowadays are
increasingly discerning and every action an organisation take can
possibly spell disaster for them if they take a wrong step. To earn
the loyalty of consumers, organisations must now engage them on a
new level so as to build a reputation store in times of crisis.
Charlie Pownall, Lead Digital Strategist at Burson-Marsteller
Asia-Pacific says: "The Internet and social media are profoundly
changing the nature and dynamics of issues and crisis management,
to the extent that many organisations feel they are no longer in
control of their reputations. While it is a myth that companies
could ever control their reputations, it is certainly becoming
harder to shape perception and behaviour. To minimize risk,
organisations must act transparently, be sincere in their actions
and engage directly with their audiences."
To ensure successful engagement, communications practitioners
must arm themselves with well-conceived communication strategies.
The crisis communications strategy of today must integrate both
traditional and new media channels to properly avert a disaster.
This ensures that the different channels complement one
another.
Neena Moorjani, Director of Media & Public Relations of
Pfizer says: "Social media may be a new force to be reckoned with
but for most of us in Asia traditional media will continue to
dominate the scene for many years to come. Sound and proactive
media engagement with newspapers, magazines and TV remain crucial
for companies to protect their reputation and advocate positions
that advance their businesses. However, the hype around social
media has reinforced in the minds of many that the media world in
general is a force that must not be ignored in this day and
age."
It is also important to have the mindset that while crises seem
threatening, they present opportunities for organisations. A
company which responds and communicates in a successful manner
earns more supporters and these loyalists can help a company tide
through tough times. Companies can also establish themselves as
caring organisations to build up their corporate reputation.
To address these emerging issues, a 1-day workshop and a 1-day
conference on "Crisis Management & Social Media" will be held
on 9 - 10 May in Singapore and 12 - 13 May in Hong Kong, during
which attendees can gain insights and hear from real-world
practitioners how the new dynamics of crisis have affected them,
how to stay prepared in this social media age and how to respond
effectively to your stakeholders in times of crisis. Attendees can
also gain an understanding of the critical channels to leverage on
and engage the brand influencers who matter during difficult times.
It aims to provide insights into how communications practitioners
can equip themselves with the skills to push the stance of their
organisation to a new level and handle a crisis by enlisting the
help of social media effectively.
This year's conference sets in insights from B2B companies like
BASF, Deloitte and global B2C brands like Pfizer, SMRT and more.
Experts sharing include Neena Moorjani, Director of Media &
Public Relations in Pfizer, Genevieve Hilton, Regional Head of
External Communications in BASF, Goh Chee Kong, Senior Vice
President of Corporate Marketing & Communications in SMRT and
Jane Kneebone, Director of Corporate Affairs and Communications in
Deloitte.
Conference Details:
Title: Crisis Management & Social Media
Date & Venue:
9 - 10 May 2011, Sheraton Towers, Singapore
12 - 13 May 2011, Regal HongKong Hotel, Hong Kong
Organiser: Pacific Conferences
Attachment: Full Programme
Full programme can also be found at: http://www.conferences.com.sg/S1380-Crisis6-01J-J.pdf
About Pacific Conferences
Pacific Conferences (www.conferences.com.sg) specialises in
organising business conferences aimed at providing interactive,
insightful information and analysis about issues facing businesses
in Asia-Pacific. Catered to middle and upper level executives, its
events are usually case studies driven with emphasis on providing
in-depth and unbiased practical knowledge.
For more information, please contact:
Ms Leah Katigbak
Tel: +65-6372-2216
Email: [email protected]
SOURCE　Pacific Conferences Pte Ltd.