ISSUES.CRISIS.

RISK
COMMUNICATION
Oanh Nguyen. Spring 2024.
The media cannot ever be ignored in crisis situ
 THE MEDIA

Media is an idea-based human

activity, sharing and convincing by
transmitting information, facts, news ,
numbers and statistics. The media DORMINANT
assumed to keep up with the existing
culture and civilization and raising the PERCEPTIONS
level of public opinion
environmentally, culturally and build
knowledge as well as embodiment of
complications.
Media are the outlets or tools used to PLATFORMS’
store and deliver content.
PERSONALITIES
 Media is an idea-based human activity, sharing and Media are the outlets or tools used to store and
convincing by transmitting information, facts, news , deliver content.
numbers and statistics. The media assumed to keep up
with the existing culture and civilization and raising
the level of public opinion environmentally, culturally
and build knowledge as well as embodiment of
complications.

DORMINANT PLATFORMS’
PERCEPTION PERSONALITIES
S

TRADITIONA DIGITAL/SOCIAL
L MEDIA
MEDIA RELATIONS
RELATIONS
TRADITIONAL MEDIA RELATIONS
 Newspapers
The most widely
recognized form of
print media,
newspapers have been
around for centuries
and reporting upon
daily happenings.
They’re printed on a
regular schedule and
provide large
amounts of
information on
local, national, and
international
 RADIO PR
It’s usually a single broadcast
day in which you push to
maximise a PR campaign’s
reach via radio (and
sometimes TV as well). It
usually involves a
spokesperson, working from a
Targeted demographics. studio for the day to get the
Interviews, phone-ins and radio days. company’s message out on as
Full attention not required. many relevant radio and TV
No geographical boundaries. programmes as possible.
Recyclable content.
 Television Magazines Direct Mail
Television is an audiovisual Magazines tend to be Prior to email, we would check

medium that transmits more niche than our mailboxes daily expecting
newspapers, new items or important
content such as news
presenting articles on documents, and would also
programs, drama series,
topics such as pop receive ‘junk’ adverts. Today,
sitcoms etc. Although
culture, fashion, direct mail infrastructure
having drawbacks because
private sectors, sports, remains in place, but tends to
of infrastructure and be used for parcel deliveries
and health. Editorials
broadcast expenses, it was tend to target specific rather than information
highly influential between demographics as dissemination.
the 1960s and 1990s. thematic focal points.
 Billboards Brochures Public Service
This refers to large outdoor Brochures are mass- Announcement
adverts set in strategic produced print materials
s (PSAs)
areas alongside roads, distributed on the These messages are aired
which remain in place to streets, pin boards, and primarily on broadcast
television and radio along
this day. Billboards can in mail boxes. They are with occasional banners
garner more money from considered low-cost placed outside corporate
storefronts or governmental
advertisers if placed in marketing alternatives to offices to promote public
locations where there’s billboards or even digital safety initiatives aimed at
health concerns,
significant foot traffic and adverts. environmental issues and
can capture wide audience public wellbeing in the
community.
attention.
DIGITAL/SOCIAL MEDIA RELATIONS
 PINTEREST
• Social site that is all about
discovery
• Largest opportunities on
Pinterest are in the home,
parenting, beauty, style, and
food industries
• 89% use Pinterest for purchase
inspiration
• Pinterest has 431 million monthly
active users
Travel is another very popular category
on Pinterest, with about three-
quarters of users claiming that they
find brand-based travel content useful.
Boards featuring dream vacations and
trip planning topics are quite popular,
and plenty of people use the platform
to search for and bookmark
DISCOVERY CULTURE

SELF-COMFORTING
 Some Trending Twitter Hashtag
campaigns that gained worldwide
popularity:
1. #BlacklivesMatter
An international movement working towards
making a fairer society for black people. This
hashtag exploded worldwide with more than 41
million tweets.

• Micro blogging social site that

limits post to 280 characters
• Twitter has over 77 million users in
the U.S.
• There are 6,000 tweets on average
every second
• Twitter has 353 million monthly
 Some Trending Twitter Hashtag
campaigns that gained worldwide
popularity:
2. #HeForShe
This hashtag went viral after the speech of
Emma Watson at the UN. This was to create the
buzz for gender equality.

• Micro blogging social site that

limits post to 280 characters
• Twitter has over 77 million users in
the U.S.
• There are 6,000 tweets on average
every second
• Twitter has 353 million monthly
 Some Trending Twitter Hashtag
campaigns that gained worldwide
popularity:
3. #MeToo

In the most recent context, #MeToo was

displaying the misery of gender equality and
women safety at work on almost every woman’s
• Micro blogging social site that twitter profile.
limits post to 280 characters Initiated by Alyssa Milano in the urge to talk
about the commonness of abuse in the name of
• Twitter has over 77 million users in gender the Hashtag was immediately taken over
the U.S. and lead to a massive revolution over digital
media.
• There are 6,000 tweets on average 92.2K Twitter users took hold of the Hashtag and
published their stories of abuse to spread
every second
awareness and initiate an insurgent fight against
• Twitter has 353 million monthly the evils of abuse of women of the society.
#HASHTAG CULTURE

NEWSWORTHY
• 59% of social media users are on
Facebook, making it the largest The reality of Meta’s metaverse
social media platform in the world. Depending on who you ask, the metaverse is either an
overhyped fiction or the next iteration of the internet, one
• Users spend 19.6+ hours a month you can currently kind of experience through a virtual
on average on Facebook reality headset. For Facebook CEO Mark Zuckerberg, the
metaverse is a shiny future straight from science fiction—
• Facebook has 2.91 billion monthly so shiny that he decided to metamorphose Facebook into
an entity called Meta Platforms Inc., a “metaverse
active users company” with an Asimovian name. Having failed to
change the subject, Facebook simply opted to change
MASS SOCIAL CULTURE

GENERAL PUBLIC
 Instagram Campaign
Example #1: Warby Parker
This company knows how to use a hashtag.
And they have created a string of
successful Instagram campaigns.
Including #WarbyBarker that features dogs
wearing their glasses.
But they don’t only feature puppies
wearing glasses. They also share stories
about real inspiring people who wear their
glasses.
• Social sharing app all around pictures,
stories and live videos
• Many brands are participating through the
use of hashtags and posting pictures
consumers can relate to
• The most followed brand on Instagram
(outside of the Instagram brand itself) is
 ART VISUAL CULTURE

FASHION PHOTOGRAPHY
 MASS PRODUCTION INDUSTRY
• App for making and watching short
form videos
+
• 1+ million video views daily and 1+
billion sound uses daily
ADDICTION
• Most used social platform among
users ages 10-29
• 1+ billion monthly active users
 PERSONAL PROFESSIONAL PROFILE

SOCIAL NETWORK “CERTIFICATE”

• Business oriented social networking

site
• Brands that are participating are
corporate brands giving potential
and current associates a place to
network and connect
 Media is an idea-based human activity, sharing and Media are the outlets or tools used to store and
convincing by transmitting information, facts, news , deliver content.
numbers and statistics. The media assumed to keep up
with the existing culture and civilization and raising
the level of public opinion environmentally, culturally
and build knowledge as well as embodiment of
complications.

DORMINANT PLATFORMS’
PERCEPTION PERSONALITIES
S

TRADITIONAL DIGITAL/SOCIAL
MEDIA RELATIONS MEDIA RELATIONS

“PHONE “CONTENT
BOOK” BLENDING”
STRATEGY STRATEGY
 “if you killed
someone and
need to hide the
“PHONE BOOK” body?”
STRATEGY
“if you are sure
that they will
pick up your
phone?” (close
to 100%)

“if you just need

to update their
WHO WOULD YOU CALL? status?”

WHAT IF YOU DON”T WANT TO CALL

THEM BUT STILL NEED TO KEEP IN
TOUCH?
S ●
●
The media cannot ever be ignored in crisis situations.
Begin the communications process immediately.

U ● Crucial to the crisis response is for the CEO to be seen to

take personal

M charge of the aftermath and to be the principal

communicator – if he

M ●
or she is good at it.
In the aftermath, focus messages on how the organization

A feels

R
about what has happened and what actions it is taking to
remedy the

Y
situation.
● Establish the organization as the single authoritative
source of information about what has happened and what is
Exercising Time!
SWINBURNE UNIVERSITY OF TECHNOLOGY
1. Cover Page
2. Introduction
3. Purpose
4. Types of Crises/Emergencies Indentified (Samples)
5. University Crisis Management Team
6. University Crisis Management Team Responsibilities
 CRISIS RESPONSE PLAN
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DESIGNATED CRISIS MANAGEMENT TEAM
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CLEAR ROLES AND RESPONSIBILITIES
2
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ACTIVATION PROCESS
3
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CRISIS MANAGEMENT LOCATION
4
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PREPARE 5
0
CONTACT LIST

PRE-APPROVED INFORMATION

FOR
6
0
CHECKLISTS
7

THE
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TRAINING
8
0

WORST
CRISIS COMMUNICATION
9
1
DESIGNATED SPOKESPEOPLE
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