{"id":5326,"date":"2018-12-04T15:01:36","date_gmt":"2018-12-04T15:01:36","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=5326"},"modified":"2018-12-04T15:01:36","modified_gmt":"2018-12-04T15:01:36","slug":"what-does-success-look-like-in-a-crisis","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis","title":{"rendered":"What does success look like in a crisis?"},"content":{"rendered":"

PR News\u2019 recent survey on data collection in a crisis<\/span><\/a> highlighted some interesting challenges for everyone involved in crisis communications and issues\/crisis management. The big question for me, was: what does success look like in a crisis? <\/span>
\nWhen we advise companies on communicating through a crisis on social media, there are a number of ways to measure whether the crisis communication has been successful. <\/span>
\n <\/p>\n

Success metric 1: Avoiding the crisis altogether <\/b><\/h2>\n

In an ideal world, success is avoiding the crisis in the first place – spotting an issue early on, and managing it so effectively that it never escalates into a crisis. <\/span>
\nThat might sound far-fetched, but many issues can be spotted early, with the right tools and the right people. Social listening technology will help you scan the conversations people are having on social channels, and gather the data to find any deviance from the norm. Clearly, you will in the first instance need to know what \u2018normal\u2019 looks like, so you are only reacting to real issues. Human intelligence will interpret that data and give you insight into how and when you should act in order to mitigate the risk of a crisis breaking. <\/span>
\nOf course, that\u2019s not always possible: some crises are out of anyone\u2019s control. It is in those crises that a company\u2019s mettle is really tested. <\/span>
\n <\/p>\n

Success metric 2: Getting back to normal quickly <\/b><\/h2>\n

In the PR News survey, Neil Steinberg, VP of Dataminr, talks about reducing \u2018customer flight\u2019 during and after a crisis. This is something our CMO, Emma Harris talks about during her time as Marketing Chief at Eurostar: research showed that after a service outage caused by bad weather, what customers really wanted was for Eurostar to just get back to normal. They wanted the company to get through the crisis intact, so they could keep using the service. Their insight told them their loyal customers even wanted them to stop talking about, apologising for it and making assurances about the future. It was as if they wanted to forget it had ever happened. That\u2019s a sign of a great brand – if your customers are rooting for you in this way, it demonstrates how much of a trusted brand you\u2019ve built. <\/span>
\nAgain, you need to know what normal looks like – and assign a clear timeframe to when normality should be resumed. In communications terms, you can track things like: <\/span><\/p>\n

    \n
  • Number of complaints (compared to pre-crisis)<\/span><\/li>\n
  • Customer intent – are your customers looking at your competitors, or are they considering moving? <\/span><\/li>\n
  • Conversations around \u2018trigger\u2019 topics – things that could show an underlying discontent, despite apparently normal activity<\/span><\/li>\n<\/ul>\n

     <\/p>\n

    Success metric 3: Having the information to hand, and communicating it clearly and consistently <\/b><\/h2>\n

    During the crisis, you should look at whether you have the information to hand that you need in order to be able to communicate clearly and consistently, both to your external audiences and internally. <\/span>
    \nIndicators of success might include: <\/span><\/p>\n

      \n
    • The ability to operate as a single team, rather than in silos, so you can collect the information you need from across departments, quickly – and know with absolute certainty that it\u2019s the right information <\/span><\/li>\n
    • Having clear lines of communication internally, a clear and consistent tone of voice and a clear and rapid escalation process<\/span><\/li>\n
    • Having not just the data, but insight from that data to enable you to act quickly<\/span><\/li>\n<\/ul>\n

       
      \nThe PR News survey talks about the importance of having a \u2018clear path to information\u2019. This is critical if the business is to communicate clearly and effectively through the crisis. <\/span>
      \n <\/p>\n

      Success metric 4: Everyone is absolutely clear about their roles and responsibilities<\/b><\/h2>\n

      No company should be scrambling to assign roles and responsibilities when a crisis breaks. When we run training sessions on crisis preparation, it is the teams who really understand their roles in a crisis – and what the company expects from them – that fare better in a crisis situation. Everyone should be rehearsed well enough that they know exactly what to do as soon as the crisis hits. <\/span>
      \n 
      \nThe PR News survey makes interesting reading, and shows that often, communicators are caught off-guard by a crisis. The combination of having the right data, insight and information, together with clearly defined responsibilities and a practised approach to crisis communications, will help you emerge unscathed. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      PR News\u2019 recent survey on data collection in a crisis highlighted some interesting challenges for everyone involved in crisis communications and issues\/crisis management. The big question for me, was: what does success look like in a crisis? When we advise companies on communicating through a crisis on social media, there are a number of ways…<\/p>\n","protected":false},"author":11,"featured_media":5328,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[2],"tags":[],"yoast_head":"\nWhat does success look like in a crisis? - The Social Element USA<\/title>\n<meta name=\"description\" content=\"Communicators can be caught off guard when a crisis hits. To do well in a crisis you need to know what success looks like. Is it avoiding the crisis in the first place? Or getting back to \u2018normal\u2019 (and knowing what normal looks like)? How can brands measure success in a crisis?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What does success look like in a crisis? - The Social Element USA\" \/>\n<meta property=\"og:description\" content=\"Communicators can be caught off guard when a crisis hits. To do well in a crisis you need to know what success looks like. Is it avoiding the crisis in the first place? Or getting back to \u2018normal\u2019 (and knowing what normal looks like)? How can brands measure success in a crisis?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis\" \/>\n<meta property=\"og:site_name\" content=\"The Social Element USA\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-04T15:01:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/12\/What-does-success-look-like-in-a-crisis-1024x683.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lisa Barnett\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lisa Barnett\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis\",\"url\":\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis\",\"name\":\"What does success look like in a crisis? - The Social Element USA\",\"isPartOf\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#primaryimage\"},\"image\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#primaryimage\"},\"thumbnailUrl\":\"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/12\/What-does-success-look-like-in-a-crisis.jpg\",\"datePublished\":\"2018-12-04T15:01:36+00:00\",\"dateModified\":\"2018-12-04T15:01:36+00:00\",\"author\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/#\/schema\/person\/5d8e6821e7d57062fc94e1e5dabe586a\"},\"description\":\"Communicators can be caught off guard when a crisis hits. To do well in a crisis you need to know what success looks like. Is it avoiding the crisis in the first place? Or getting back to \u2018normal\u2019 (and knowing what normal looks like)? How can brands measure success in a crisis?\",\"breadcrumb\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#primaryimage\",\"url\":\"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/12\/What-does-success-look-like-in-a-crisis.jpg\",\"contentUrl\":\"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/12\/What-does-success-look-like-in-a-crisis.jpg\",\"width\":5472,\"height\":3648,\"caption\":\"What does success look like in a crisis\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/thesocialelement.agency\/us\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What does success look like in a crisis?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/#website\",\"url\":\"https:\/\/thesocialelement.agency\/us\/\",\"name\":\"The Social Element USA\",\"description\":\"Be amazing on social.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/thesocialelement.agency\/us\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/#\/schema\/person\/5d8e6821e7d57062fc94e1e5dabe586a\",\"name\":\"Lisa Barnett\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/90cb1c6b74702506068e492e074f5519?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/90cb1c6b74702506068e492e074f5519?s=96&d=mm&r=g\",\"caption\":\"Lisa Barnett\"},\"url\":\"https:\/\/thesocialelement.agency\/us\/author\/lisa-barnett\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"What does success look like in a crisis? - The Social Element USA","description":"Communicators can be caught off guard when a crisis hits. To do well in a crisis you need to know what success looks like. Is it avoiding the crisis in the first place? Or getting back to \u2018normal\u2019 (and knowing what normal looks like)? How can brands measure success in a crisis?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis","og_locale":"en_US","og_type":"article","og_title":"What does success look like in a crisis? - The Social Element USA","og_description":"Communicators can be caught off guard when a crisis hits. To do well in a crisis you need to know what success looks like. Is it avoiding the crisis in the first place? Or getting back to \u2018normal\u2019 (and knowing what normal looks like)? How can brands measure success in a crisis?","og_url":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis","og_site_name":"The Social Element USA","article_published_time":"2018-12-04T15:01:36+00:00","og_image":[{"width":1024,"height":683,"url":"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/12\/What-does-success-look-like-in-a-crisis-1024x683.jpg","type":"image\/jpeg"}],"author":"Lisa Barnett","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Lisa Barnett","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis","url":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis","name":"What does success look like in a crisis? - The Social Element USA","isPartOf":{"@id":"https:\/\/thesocialelement.agency\/us\/#website"},"primaryImageOfPage":{"@id":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#primaryimage"},"image":{"@id":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#primaryimage"},"thumbnailUrl":"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/12\/What-does-success-look-like-in-a-crisis.jpg","datePublished":"2018-12-04T15:01:36+00:00","dateModified":"2018-12-04T15:01:36+00:00","author":{"@id":"https:\/\/thesocialelement.agency\/us\/#\/schema\/person\/5d8e6821e7d57062fc94e1e5dabe586a"},"description":"Communicators can be caught off guard when a crisis hits. To do well in a crisis you need to know what success looks like. Is it avoiding the crisis in the first place? Or getting back to \u2018normal\u2019 (and knowing what normal looks like)? How can brands measure success in a crisis?","breadcrumb":{"@id":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#primaryimage","url":"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/12\/What-does-success-look-like-in-a-crisis.jpg","contentUrl":"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/12\/What-does-success-look-like-in-a-crisis.jpg","width":5472,"height":3648,"caption":"What does success look like in a crisis"},{"@type":"BreadcrumbList","@id":"https:\/\/thesocialelement.agency\/us\/what-does-success-look-like-in-a-crisis#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/thesocialelement.agency\/us\/"},{"@type":"ListItem","position":2,"name":"What does success look like in a crisis?"}]},{"@type":"WebSite","@id":"https:\/\/thesocialelement.agency\/us\/#website","url":"https:\/\/thesocialelement.agency\/us\/","name":"The Social Element USA","description":"Be amazing on social.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/thesocialelement.agency\/us\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/thesocialelement.agency\/us\/#\/schema\/person\/5d8e6821e7d57062fc94e1e5dabe586a","name":"Lisa Barnett","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thesocialelement.agency\/us\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/90cb1c6b74702506068e492e074f5519?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/90cb1c6b74702506068e492e074f5519?s=96&d=mm&r=g","caption":"Lisa Barnett"},"url":"https:\/\/thesocialelement.agency\/us\/author\/lisa-barnett"}]}},"_links":{"self":[{"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/posts\/5326"}],"collection":[{"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/comments?post=5326"}],"version-history":[{"count":0,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/posts\/5326\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/media\/5328"}],"wp:attachment":[{"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/media?parent=5326"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/categories?post=5326"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/tags?post=5326"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}