Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

DEVENEY's IABC Crisis Webinar Series - Session #1

397 views

Published on

How to manage crises: crisis management 101

Published in: Marketing
  • Login to see the comments

DEVENEY's IABC Crisis Webinar Series - Session #1

  1. 1. How to Manage Crises Session 1: Crisis Management 101 IABC CRISIS WEBINAR SERIES | OCTOBER 7, 2015 #CrisisPR | @JohnDeveney | @IABC
  2. 2. IABC CRISIS WEBINAR 7-WEEK SERIES SESSION 1: CRISIS MANAGEMENT 101 1. Oct. 7 – Crisis Management 101 2. Oct. 14 – Lessons Learned from Hurricane Katrina 3. Oct. 21 – Crisis Management on Digital Platforms 4. Oct. 28 – Crisis Management in Health Care Marketing 5. Nov. 4 – Litigation Crisis Management Involving Executive/Board Leadership and Regulatory Agencies 6. Nov. 11 – Lessons Learned from the Deepwater Horizon Oil Spill 7. Nov. 18 – Working with Municipal Authorities During a Crisis EVERY WEDNESDAY | 11 AM CST
  3. 3. Let’s Discuss #CrisisPR @JohnDeveney @IABC TWEET US YOUR QUESTIONS #CrisisPR | @JohnDeveney | @IABC
  4. 4. Crisis Management 101 IABC CRISIS WEBINAR SERIES Crisis: Defined Approach Planning Roles In Summary Agenda Q&A
  5. 5. IT’S NOT A MATTER OF IF, BUT WHEN A CRISIS WILL HIT SESSION 1: CRISIS MANAGEMENT 101
  6. 6. WHAT IS CRISIS? SESSION 1: CRISIS MANAGEMENT 101 • Extraordinary occurrence with potential to harm the reputation of a business • Crucial point or situation; turning point • Uncontrollable • Publicly scrutinized • Not always a tornado, fire, flood or scandal • Not being able to provide the minimum level of service as needed and expected • Threatening to: – Growth – Stability – Employee/investor confidence – Reputation – License to operate
  7. 7. 8 GOLDEN RULES OF CRISIS SESSION 1: CRISIS MANAGEMENT 101 1. Tell the truth 2. Communicate quickly 3. Take responsibility 4. Do not attempt to cover up 5. Prepare management, employees 6. Implement crisis plan of action 7. Planning should never end; update continuously 8. Practice makes perfect
  8. 8. WHEN MISHANDLED, NOT SO GOOD SESSION 1: CRISIS MANAGEMENT 101 • Loss of consumer, investor or outside stakeholder confidence • Loss of employee morale and productivity • Long-term reputation damage, irreparable harm • Increased liability exposure
  9. 9. WHEN HANDLED WELL, HEROES ARE BORN SESSION 1: CRISIS MANAGEMENT 101 • Accelerated change, improvements • Problems are faced • New strategies evolve • Market differentiation • Increased visibility and name recognition • Opportunity to show competency and leadership • Improved customer and employee relations • Lessons learned for future preparation
  10. 10. NEVER ASSUME A CRISIS IS OVER UNTIL YOUR AUDIENCE SAYS SO SESSION 1: CRISIS MANAGEMENT 101
  11. 11. DON’T UNDERESTIMATE THE POWER OF SESSION 1: CRISIS MANAGEMENT 101 • A single disgruntled customer • The internet and social platforms • The ability of customers to detect unreasonable profit, cover ups • Customer calls = early warning sign
  12. 12. CRISIS: STEP-BY-STEP SESSION 1: CRISIS MANAGEMENT 101 1. Identification 2. Alert management team 3. Implement crisis response plan 4. Notify security, switchboard 5. Refine key messages, response 6. Monitor social and traditional media 7. Inform employees 8. Evaluate
  13. 13. GOALS IN A CRISIS SESSION 1: CRISIS MANAGEMENT 101 • Protect long-term brand perception • Shorten lifecycle • Make strategic decisions • Limit negative consequences • Show control • Shape appropriate brand image and reputation • Inform stakeholders WHAT’S ARE OTHER GOALS? TWEET US. #CrisisPR @JohnDeveney @IABC
  14. 14. EXPECT THE UNEXPECTED AND MORE SESSION 1: CRISIS MANAGEMENT 101 • Information demands • Insufficient information • Aggressive questioning • Escalating flow of events • High stress levels, anxiety and fatigue • Severe time constraints and tight deadlines
  15. 15. THE ROAD IS LINED WITH PITFALLS SESSION 1: CRISIS MANAGEMENT 101 • No action plan • Timing • Technology • Media pressure • Unprepared/overwhelmed spokesperson • Problems with crowd control
  16. 16. PLANS ARE NOTHING, PLANNING IS EVERYTHING SESSION 1: CRISIS MANAGEMENT 101
  17. 17. WHY DO WE CHART OUR COURSE? SESSION 1: CRISIS MANAGEMENT 101 • Gives vision and equilibrium • Defines roles and responsibilities • Provides roadmap for prioritized action • Ensures an effective reaction • Gives times for decision making
  18. 18. ONE SHOT: MAKE IT COUNT SESSION 1: CRISIS MANAGEMENT 101 • Revise • Rehearse • Timely • Concise • Consistent • Credible • Accurate • Reflective of company values • Electronic and print
  19. 19. ONE WORD: TOOLKIT SESSION 1: CRISIS MANAGEMENT 101 • Existing communication program • Key messages and goals • Weaknesses and vulnerabilities • Competition • Media protocol • Key media contacts • Current news and industry issues • Holding statements • Deposits in the account of public goodwill
  20. 20. PROOF IS IN THE PLANNING SESSION 1: CRISIS MANAGEMENT 101 • Exposure issues • Scope of crisis • Composition of team and roles * • Contact information/lists • Communication policy – halt/delay protocol • Media policy * • Social media policy • Locations for command posts • Press kit template • Website plan • Target audiences • Anticipated Q&As * • Research, preparation • Vulnerability audit • Clear, define tasks and functions for everyone • Practice, practice, practice • Strategic messaging for every problematic, hard question imaginable • Communication protocols – Internal (employees, stakeholders, etc.) – External (website, social media, etc.) WOULD YOU LIKE A SAMPLE OF ANY ITEMS MARKED WITH AN ASTERIK? Direct Message: @JohnDeveney with your email and selections
  21. 21. EXPOSURE ISSUES: DESTINATION EXAMPLE SESSION 1: CRISIS MANAGEMENT 101 Tier 1 • Lack of accurate understanding/awareness • Perception of high crime Tier 2 • Crime • Hurricanes • Lingering impressions of Katrina • Lack of clear brand/cohesive brand • Aging infrastructure Tier 3 • Airlift • Cleanliness • Diversity (within organization, among members and when it comes to attracting visitors) • Government blacklist/perception that destination is too fun for certain groups Tier 4 • Corruption, perception of corruption • Lingering impressions of oil spill • Seafood safety • Public transportation
  22. 22. Let’s Discuss #CrisisPR @JohnDeveney @IABC TWEET US YOUR QUESTIONS #CrisisPR | @JohnDeveney | @IABC
  23. 23. ROLES AND RESPONSIBILITIES SESSION 1: CRISIS MANAGEMENT 101
  24. 24. SESSION 1: CRISIS MANAGEMENT 101 WHAT’S THE ROLE OF COUNSEL? • Achieve consensus • Safeguard the public • Ensure honesty • Provide perspective • Focus on goal • Think long-term • Be proactive and take charge • Think big picture, tiny details • Manage perceptions and expectations • Provide analysis and feedback
  25. 25. SESSION 1: CRISIS MANAGEMENT 101 KEY RESPONSIBILITIES OF THE COMMUNICATOR • Instill confidence in your various publics • Place the crisis in its proper perspective • Keep messaging on point • Keep your staff, clients and vendors informed • Communicate with internal audience first – Distribute messages and talking points throughout organization – Share media protocol to ensure all inquiries flow through media contact • Acknowledge situation and immediately offer a remedy • Strategy must be simultaneously managed on all your online channel • Develop themes to frame the story
  26. 26. SESSION 1: CRISIS MANAGEMENT 101 ASK THE RIGHT QUESTIONS • How has your organization prepared for the crisis? • How has your organization helped others in previous similar situations? • What advances have you made in preparation for situations like this? • What are some of the successes you’ve achieved? • What have you done to prevent this crisis? • Are you perceived as the “leader” in this area?
  27. 27. SESSION 1: CRISIS MANAGEMENT 101 ASSIGN TEAM ROLES AND RESPONSIBILITIES • Crisis coordinator • Strategist(s) • Lawyer(s) • Spokesperson(s) • Info gatherer(s) • Writer(s) • Web manager • Social media aggregator/manager • Command post manager • Media center manager • Log keeper(s)/administrative support • Courier(s) • Multimedia support • Victim group manager • Security WOULD YOU LIKE A COMPLETE DESCRIPTION FOR EACH OF THESE ROLES? Direct Message: @JohnDeveney with your email address
  28. 28. SESSION 1: CRISIS MANAGEMENT 101 WHO’S THE RIGHT SPOKESPERSON? 1. CEO 2. Vice President 3. Director of Communication 4. Director of a specific area 5. Third-party representative 6. Outside crisis consultant/agency WHAT’S YOUR VOTE? TWEET US. #CrisisPR @JohnDeveney @IABC
  29. 29. IN SUMMARY SESSION 1: CRISIS MANAGEMENT 101
  30. 30. 6 FUNDAMENTALS IN CRISIS STRATEGY SESSION 1: CRISIS MANAGEMENT 101 1. Establish ground rules 2. Be consistent 3. Develop trusted sources 4. Develop and execute a daily plan 5. Prepare for every interview 6. Treat the media equally HAVE KEY DOCUMENTS YOU’D LIKE US TO REVIEW AND OFFER FEEDBACK? SHARE. Direct Message: @JohnDeveney with your email address
  31. 31. Let’s Connect JDEVENEY@DEVENEY.COM Q&A | SHARE YOUR FEEDBACK WITH US #CrisisPR | @JohnDeveney | @IABC

×