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Reputation Management: Crisis Communication Planning, Response and Recovery

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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