NYU Twitter Chat Reveals the Bright Minds of our Future

I recently had the opportunity to join an NYU graduate class in a Twitter chat on crisis communications. I was so impressed by their answers to Professor Deirdre Breakenridge‘s questions that I wanted to share them with you here today.

There is a ton of valuable advice in the following tweets – and it’s certainly reassuring to know that these students represent the future of PR and communications. I was very proud to be a part of the discussion with these bright and eager minds!

Q1: How is a crisis today different than in years past?

A1: Needing time to prepare is often not a luxury in today’s instantaneous media landscape. The public expects answers, fast! #NYUPRSM

— Lindsay Kaplan (@LKaplan_NYU) March 6, 2014

A1. Before it was called the golden hr, now golden min. You must respond like fire! #nyuprsm — Lincy ❤ (@lincy_love) March 6, 2014

A1 By the time you upload your response to the situation the public has already established its opinion, no such thing as too soon #nyuprsm — PRisthenewPR (@johnny_mk1) March 6, 2014

Q2: How much time do have to respond to a crisis online?

A2:#NYUPRSM less than 24 hours/even seconds!

— Angela JIANG (@AngelaCJiang) March 6, 2014

Response time is immediate action, never be unavailable #NYUPRSM

— Emma Mundy (@emma_mundy) March 6, 2014

A2. ASAP, at least show your aware of the situation, millions of eyes are watching!#nyuprsm

— jingchen (@cereschen) March 6, 2014

A2. Sometimes crisis happens because the mishandle of an opportunity. Be proactive as well as prudent.#NYUPRSM — Weiyi Wang (@clementine_w) March 6, 2014

Q3: What are a few of the steps companies can take to prepare for crisis?

A3. Companies should have a crisis plan, know who to talk to, what to say etc. They should always be planning ahead #NYUPRSM — Lincy ❤ (@lincy_love) March 6, 2014

A3. Monitoring all social media and being proactive. #nyuprsm — jingchen (@cereschen) March 6, 2014

Identify a crisi team, have a trained spokesperson, establish a notification & monitoring system #NYUPRSM — Emma Mundy (@emma_mundy) March 6, 2014

A3 Know ur Stakeholders. Develop Holding Statements. Assess the Crisis Situation. Finalize Key Messages. Post-Crisis Analysis #NYUPRSM — Yiran Liu (@yiranliu9185) March 6, 2014

Q4: Who should participate during a crisis situation and why is it important that PR is involved?

@dbreakenridge @melissa_agnes PR people, because they know how to deal with reporters and media. #NYUPRSM — Jane Li (@Janemuzi) March 6, 2014

@emma_mundy a crisis comm team should include several senior executives, heads of departments, and PR people! #NYUPRSM — jingchen (@cereschen) March 6, 2014

A4: PR pros help develop messaging w (semi)objective judgment, critical thinking, sound knowledge of media/consumer response trends #NYUPRSM — Lindsay Kaplan (@LKaplan_NYU) March 6, 2014

A4. People in the crisis plan! Thats why you make them.You know who should be doing what Involve PR= We are the voice of the public #nyuprsm

— Lincy ❤ (@lincy_love) March 6, 2014

A4:PR is important in crisis management. They manage the intangibles like reputation and trust. A bad PR can escalate crisis. #NYUPRSM

— Anchal Nayyar (@anchal_nayyar) March 6, 2014

Q5: Why do we build relationships with media and bloggers prior to a crisis situation?

A5 So they come to you and ask for the truth before writing their own “truth” #NYUPRSM — PRisthenewPR (@johnny_mk1) March 6, 2014

A5. So hopefully we can have our story told by a media person we trust and respect and they feel the same about us #NYUPRSM — Lincy ❤ (@lincy_love) March 6, 2014

A5: use their influence to reduce the impact of a crisis by providing them first-hand information or creating a feature story. #NYUPRSM — Huiqiong Xu (@XuAimee) March 6, 2014

A5:Relationships do not happen; they have to be developed over time. Media Relations follows the same principle. #NYUPRSM — Anchal Nayyar (@anchal_nayyar) March 6, 2014

A5:Managing media relations is a key role of PR. It is a process,not a one-time show to minimize damage to reputation during crises.#NYUPRSM — Anchal Nayyar (@anchal_nayyar) March 6, 2014

Q6: What type of monitoring is done during a crisis?

A6:Issues and crisis don’t remain static. They either grow or decrease.Monitoring changes in behaviors and attitudes is important. #NYUPRSM — Anchal Nayyar (@anchal_nayyar) March 6, 2014

The company should already have established a notification and monitoring system that works for them, its all in the prep #NYUPRSM — Emma Mundy (@emma_mundy) March 6, 2014

A6:#NYUPRSM Continuous monitoring on multiple platforms in a 24/7 fashion — Angela JIANG (@AngelaCJiang) March 6, 2014

A6. You must monitor public response on social, your stocks, mentions in the media, lots of things #NYUPRSM — Lincy ❤ (@lincy_love) March 6, 2014

Q7: What advice would you give a PR professional about a crisis through social channels?

A7: React ASAP but be honest and don’t answer what you are not sure: #NYUPRSM — Mengdie Pan (@PanMengdie) March 6, 2014

A7:Respond quickly and accurately. If you are unsure, say you are checking facts, and respond as soon as you have them. #NYUPRSM — Anchal Nayyar (@anchal_nayyar) March 6, 2014

A7: PLAN PLAN PLAN!!! #NYUPRSM — Adriana F G (@Adrianafgza) March 6, 2014

@dbreakenridge @melissa_agnes A7. Always remember you represent your company,so double check your post before submitting it online. #NYUPRSM — Jane Li (@Janemuzi) March 6, 2014

A7 Know your audience, know the facts, be transparent, be open, and don’t forget to breathe @dbreakenridge @melissa_agnes #NYUPRSM — PRisthenewPR (@johnny_mk1) March 6, 2014

A7. Breaking the silos within organization, let communication and information share within the org, so that employees don’t panic. #NYUPRSM

— Weiyi Wang (@clementine_w) March 6, 2014

A7. Breathe and stay calm. Stick to the plan you created. Respond quickly and accurately. Use your resources #NYUPRSM

— Lincy ❤ (@lincy_love) March 6, 2014