The document provides recommendations from experts on how to foster brand resilience before and after a crisis. It outlines key components of a crisis plan including having an action plan, chain of command, technology infrastructure, business continuity strategy, and messaging strategy. Experts in various fields like tourism, civic engagement, healthcare, business, and government/recreation provide recommendations focusing on areas like leadership, communication, preparation, and community strengths.
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Expert Tips for Building Brand Resilience in a Crisis
1. @johndeveney #rescon16
Lessons Learned and Expert
Recommendations on How to
Foster Brand Resilience Before and
After a Crisis
John Deveney, ABC, APR, Fellow PRSA, IABC Fellow
2. @johndeveney #rescon16
Expert Recommendations
TOURISM
CIVIC ENGAGEMENT
HEALTH CARE
BUSINESS COMMUNITY
GOVERNMENT AFFAIRS /
RECREATION
Mark Romig - New Orleans Tourism Marketing Corporation, President & CEO
Anne Milling - Women of the Storm, Founder
Michael Hecht - GNO, Inc., President & CEO
Greg Feirn - LCMC Health, President & CEO
Vic Richard III – NORDC, CEO
4. @johndeveney #rescon16
1.Action Plan
• Streamlined, functional
• Exposure/Vulnerability audit
• Evaluation responsibility and standard: Trigger events
• Prepared to respond
• Facilities, equipment
• Practiced
• Daily plan
5. @johndeveney #rescon16
2. Chain of Command
• Composition, membership of response team
• Team roles
• Changes in roles and responsibilities during a response
• Contact information/lists
• Locations for command posts, media centers
6. @johndeveney #rescon16
2.1 Team Positions/Responsibilities
• Crisis coordinator
• Strategist(s)
• Lawyer(s)
• Spokesperson(s)
• Info gatherer(s)
• Writer(s)
• Web manager
• Command post manager
• Media center manager
• Log keeper(s)/administrative support
• Courier(s)
• Multimedia support
• Victim group manager
• Security
7. @johndeveney #rescon16
2.2 Who Should Be Spokesperson
• Chief Executive Officer (CEO)
• Vice President
• Director of Communication
• A Third-Party representative
• Hired gun
8. @johndeveney #rescon16
2.3 Responsibilities
Crisis Manager
• Oversee all communication during the crisis
• Report directly to senior management
• Direct the command post
• Should be a highly skilled communication professional
• Should delegate “normal” responsibilities during the crisis
• Understand organization and its capabilities
• Thorough understanding of the corporate culture
9. @johndeveney #rescon16
2.3 Responsibilities
Crisis Coordinator
• Coordinate care for injured/displaced persons
• Coordinate care of other damaged persons/companies
• Contact appropriate authorities
• Report directly to the Crisis Manager
Strategist(s)
• Internal employees or external consultants
• Counsel crisis team and senior management
• Sees big picture, anticipate internal and external demands
• Should not be tied down implementing tasks, just advise and observe
• Should be privy to all information
10. @johndeveney #rescon16
2.3 Responsibilities
Lawyers
• Define who is at fault
• Advise on likelihood of future litigation
• Should be privy to all information
• Conduct investigation
• Retain experts
• Handle court orders
• Handle regulatory agencies
• Report directly to senior management
• Work closely with strategists
• Should be media trained
11. @johndeveney #rescon16
2.3 Responsibilities
Spokesperson(s)
• Should be media trained
• Articulate and level headed under stress
• Should not have any other responsibilities during crisis
• Oversee all communication during the crisis
• Conduct follow up to designated audiences and evaluation
• Direct the media center
12. @johndeveney #rescon16
2.3 Responsibilities
Information Gatherer(s)
• Media trained
• Understand what media needs and wants
• Liaison with other responders and agencies
• Gather information about the crisis
• Monitor all news coverage
• Monitor attitudes/moral of all identified audiences
• Can condense gathered info into concise points
13. @johndeveney #rescon16
2.3 Responsibilities
Writer(s)
• Quickly comprehend facts and key data
• Perform under pressure and on deadline
• Understand legal ramifications of public comment
• Work closely with strategists and lawyers
Web Manager
• Monitor
• Engage phantom site
• Identify rogue sites, list serves, bulletin board threats
• Maintain Web site
14. @johndeveney #rescon16
3. Technology Infrastructure
• Phantom web site
• 800 number
• Social media channels, halt protocol
• Crisis team phones: programmed, remote, satellite, group
distribution
• Portable kits
15. @johndeveney #rescon16
4. Business Continuance Strategy
• Staffing
• Crisis team
• Expertise: legal, operations, communication,
monitoring/analysis, counseling, security/crowd control
• Off-site offices, payroll, accounts receivables
16. @johndeveney #rescon16
5. Messaging Strategy
• Media policy
• Messaging platform, draft content in various formats
• Spokespeople: trained, tested, available, subject matter
experts
• Third parties: recruited, trained
17. @johndeveney #rescon16
Expert Recommendations
TOURISM
CIVIC ENGAGEMENT
HEALTH CARE
BUSINESS COMMUNITY
GOVERNMENT AFFAIRS /
RECREATION
Mark Romig - New Orleans Tourism Marketing Corporation, President & CEO
Anne Milling - Women of the Storm, Founder
Michael Hecht - GNO, Inc., President & CEO
Greg Feirn - LCMC Health, President & CEO
Vic Richard III – NORDC, CEO
18. @johndeveney #rescon16
Mark Romig
Tourism
• Identify your community’s strengths
• Have a good communication system in
place
o Know where your key decision
makers are going to be
• Use social media to your advantage
• Work with the media
• Keep a forward-looking attitude
20. @johndeveney #rescon16
Greg Feirn
Healthcare
• Planning
o You can’t prepare for everything
o Learn from other communities
• Roleplay
• Make sure your executive team members
are prepared
• Communicate your action plan
• Business continuity plan
• Consider what’s important to your team
21. @johndeveney #rescon16
Michael Hecht
Business Community
Success depends on:
• Consistent leadership
• Business involvement
• Education
• Infrastructure
• Place-based development
• Luck
22. @johndeveney #rescon16
Vic Richard
Government Affairs/Recreation
• Consider your community’s must-haves
• Financial discipline
• Infrastructure
• Expect the worst-case scenario
• Make sure your records are in order
• Leadership
• Understand the value of your assets
• Corporate relationships
• Don’t lose faith!
23. @johndeveney #rescon16
Lessons Learned and Expert
Recommendations on How to
Foster Brand Resilience Before and
After a Crisis
John Deveney, ABC, APR, Fellow PRSA, IABC Fellow