Crisis Management to Become More Challenging in the Social Media
Age
Today's digital age presents as much opportunities as challenges
for communications practitioners seeking to effectively deal with
crisis
SINGAPORE, April 1, 2011 /PRNewswire-Asia/ -- Crisis management
has always been a difficult task for PR practitioners. A crisis
brings about multiple challenges such as the need to respond and
make good decisions quickly. Any waste of time translates to
increased risk of reputational loss. The emergence of social
media has complicated the entire process, requiring practitioners
to act faster than ever. Additionally, practitioners will have to
start monitoring online for hints of crisis, respond and manage a
crisis through new media.
On the other hand, 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 Communiations in BASF, Goh Chee Kong, Vice President of
Corporate Marketing & Communications in SMRT and Jane Kneebone,
Director of Coprorate 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)
specialisesin organisingbusiness conferencesaimed 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.