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.

Reputation Management: Crisis Communication Planning, Response and Recovery


Published on

For more education sessions, visit

Published in: Business, Education
  • Login to see the comments

Reputation Management: Crisis Communication Planning, Response and Recovery

  1. 1. November 7, 2007 Reputation Management Crisis Communication Planning, Response and Recovery Ellen Hartman President, Fitzgerald + C0 Public Relations [email_address] 404 266 7561
  2. 2. Today’s Discussion <ul><li>Crisis communications planning </li></ul><ul><li>Crisis management </li></ul><ul><li>Reputation recovery </li></ul>
  3. 3. Attributes of a Crisis <ul><li>Potential to significantly damage reputation </li></ul><ul><li>Damaging to consumer, shareholder, employee confidence </li></ul><ul><li>Directly involves multiple audiences and stakeholders </li></ul><ul><li>Of interest to the media </li></ul><ul><li>Unique and entirely unpredictable </li></ul>
  4. 4. Goals of Crisis Communications Be equipped to quickly and accurately address any existing issue that has the potential to threaten reputation Build a network of advocates on your behalf, both internal and external Prevent an issue from escalating to a crisis Minimize the long-term impact of a crisis
  5. 5. Crisis: The First 24 <ul><li>How an organization acts and responds in the first 24 hours of a crisis situation sets the tone for the narrative </li></ul><ul><ul><li>Show leadership </li></ul></ul><ul><ul><li>Actions speak louder than words </li></ul></ul><ul><ul><li>Day 1: Crisis story </li></ul></ul><ul><ul><li>Day 2: Company’s response </li></ul></ul><ul><ul><li>Monitor the new media </li></ul></ul><ul><ul><li>Communicate widely, and consistently </li></ul></ul>
  6. 6. Crisis Communications Cycle Pre-crisis Predict, Prepare, Prevent Response Act and Communicate Recovery Rebuild relationships Learn React Act
  7. 7. Pre-Crisis: Issues Management <ul><li>Identify and prepare </li></ul><ul><ul><li>Identify vulnerabilities </li></ul></ul><ul><ul><li>Develop strategic planning matrix to guide response </li></ul></ul><ul><ul><li>Create cross-functional team </li></ul></ul><ul><ul><li>Define roles and responsibilities </li></ul></ul><ul><ul><li>Draft scenario plans – holding statements, Q+A </li></ul></ul><ul><ul><li>Identify potential 3 rd party advocates </li></ul></ul><ul><ul><li>Identify spokespeople </li></ul></ul><ul><li>Monitor issues proactively </li></ul><ul><ul><li>Don’t neglect your good crisis planning work </li></ul></ul><ul><ul><li>Have a x-functional team meet and track issues matrix </li></ul></ul><ul><ul><li>Conduct annual training and simulation </li></ul></ul><ul><ul><li>Debrief, learn and update plans </li></ul></ul>
  8. 8. Crisis: Response Principles <ul><li>Tell it truthfully </li></ul><ul><ul><li>Forgetfulness can be forgiven, lies will not </li></ul></ul><ul><ul><li>Demonstrate empathy </li></ul></ul><ul><li>Tell it accurately, quickly </li></ul><ul><ul><li>Rush to gather accurate information </li></ul></ul><ul><ul><li>Do not let issues linger </li></ul></ul><ul><ul><li>The First 24 </li></ul></ul><ul><ul><li>Communicate regularly </li></ul></ul><ul><li>Tell it fully </li></ul><ul><ul><li>Have the facts </li></ul></ul><ul><ul><li>Anticipate questions </li></ul></ul><ul><ul><li>Never ‘no comment’ </li></ul></ul><ul><li>Tell it yourself </li></ul><ul><ul><li>Acknowledge responsibility </li></ul></ul><ul><ul><li>Control the agenda </li></ul></ul><ul><ul><li>Enforce message discipline </li></ul></ul><ul><ul><li>Proportionate response </li></ul></ul>
  9. 9. Crisis Communication Is An Art, Not A Science <ul><li>Maintain credibility </li></ul><ul><li>Control the dialogue </li></ul><ul><li>Establish sound relationships with the media in advance </li></ul><ul><li>Employees and customers are important advocates </li></ul>
  10. 10. Reputation Recovery <ul><li>Proactive reputation management is strategic and ongoing. Build up trust with customers and stakeholders. </li></ul><ul><li>Acting sincerely, substantively is only way to reputation recovery. </li></ul><ul><ul><li>Accept responsibility for your role </li></ul></ul><ul><ul><li>Help those immediately impacted </li></ul></ul><ul><ul><li>Take long-term corrective action </li></ul></ul><ul><ul><li>Address systemic problems </li></ul></ul><ul><ul><li>Rebuild bridges with stakeholders </li></ul></ul><ul><ul><li>Communicate openly and transparently </li></ul></ul><ul><ul><li>Doing the opposite of any of the above is the WRONG choice </li></ul></ul>
  11. 11. Reputation Recovery <ul><li>Restore confidence </li></ul><ul><li>Create a PR campaign </li></ul><ul><ul><li>Industry support </li></ul></ul><ul><ul><li>Speakers Bureau </li></ul></ul><ul><ul><li>Community Relations </li></ul></ul><ul><ul><li>Media outreach </li></ul></ul><ul><ul><li>Consumer education </li></ul></ul><ul><li>Develop an advertising campaign </li></ul><ul><li>Implement government affairs programs </li></ul>
  12. 12. Reputation, A Key Corporate Asset <ul><li>Reputation management is strategic, proactive and ongoing </li></ul><ul><li>Bolster your “trust piggy bank” </li></ul><ul><li>Conduct research to measure company perception </li></ul>
  13. 13. <ul><li>If you lose money for the firm by a bad decision, I will be understanding. If you lose reputation for the firm, I will be ruthless. </li></ul><ul><li>Warren Buffet </li></ul>
  14. 14. November 7, 2007 Reputation Management Crisis Communication Planning, Response and Recovery Ellen Hartman President Fitzgerald + CO Public Relations [email_address] 404 266 7561