INCIDENT RESPONSE REPUTATION MANAGEMENT CRISIS COMMUNICATIONS

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An introduction

INCIDENT RESPONSE

REPUTATION MANAGEMENT

CRISIS COMMUNICATIONS

MANAGING CRISIS AND SUSTAINING THE BRAND

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CRISIS PLANNING

Process of an organization communication with its public, stakeholders, investors and

customers when an unexpected event occurs that potentially negatively impacts a company's brand or reputation. Crisis

communication strategies are also used to inform employees or the public of a potential hazard such as weather or health

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“The flooding of our senses and

mental capacity will continue. More and more studies are making clear that emotion is the key to breaking through the clutter – not reason, not logic, not prosaic facts. Hence the emotion-packed stories that grab us on the news, info sites and YouTube.

Gerald Baron

Crisis blogger, innovator, thought leader

Gerald Baron

Crisis Communications Guru

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THE CRISIS TEAM

• War room (central place to gather)

• Spokesperson (this individual is also

typically responsible for providing media training in advance to those leaders or stakeholders who may

speak on the company’s behalf during a crisis)

• Lead writer (serves as primary brand

and message liaison, creates and monitors templates

• Writers/editors (quality control)

• Web authors

• Web technician

• Media relations

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THE CRISIS TEAM PROCESS

Trigger Event

• Activate Crisis Response Team • Initiate templates for immediate

response, press release, web postings

• Follow through with media

relations, dissemination of information to the public and internal constituents + monitor, adjust, update

Recovery

• Review and analyze responses • Adjust templates, policies and

procedures • Re-establish normalcy Evaluation • Learn • Reflect • Update

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Lead Communicator

Crisis Communications Team Confirm if an incident has

happened

Research what has occurred – ensure accuracy

Assure control measures for retrieving and handling

evidence

Determine internal and external communication channel

adjustments

Minimize daily business disruptions

Involve legal counsel Provide reports and recommendations The office of Public

Relations is responsible for notifying the public. Other divisions within the organization handle legal issues, role of law

enforcement, human resources and other impacted areas.

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“The keys to crisis communications success are

anticipation and preparation. It's

important to take the time to think

exhaustively about what could go wrong, before it goes wrong.” George Regan R e g a n C o m m u n i c at i o ns G r o u p a n d b l o g c o n t r i b u t or f o r P R We e k Considerations Speak or not to speak Internal and external communication channels Anticipation Scenarios Communications plan Planning and Preparation

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REPUTATION

MANAGEMENT

Reputation management is the act of shaping public perception of an organization by influencing audience perception through messages and incident

management. It is an ongoing process that is constantly

monitored, managed and adjusted.

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“All is great, until it’s not. A problem with a person spills over to the brand.” Add in the “toxic” subject of race and “it’s very hard to come back.”

Daniel Diermeier

P r o f e s s o r, N o r t h wes te rn K e l l o gg S c h o o l o f M a n a g em en t a n d a u t h o r o f R e p u t at i o n R u l e s

Bad Rep

Top 10 Reputation Crises of 2013 | Bloomberg.com

Others on the list…

#4: Paula Deen Allegations of racism and sexism

1) The U.S. Government – debt 2) Big Data and the NSA

3) Rana Plaza Garment Factory,

4) Paula Deen 5) Barilla Pasta

6) Nasdaq OMX group software error 7) JPMorgan Chase - The London Whale

8) SAC Capital Advisors 9) American Intl Group 10) Tesla Motors

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SOCIAL MEDIA RESPONSE

1. Positive (for any favorable comment) 2. Neutral (neither good or bad)

3. Negative (respond) 4. Negative (ignore) 5. Negative (remove)

6. Crisis (legal or criminal ramifications –

threat of violence, breach of confidentiality, defamation of character, PR disaster)

6 levels of social media comments to plan for

The 6 critical types of social media comments you must plan

for by Toby Jenkins

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Lead Communicator

“The [most] important role social media plays is

extinguisher

. We can use social media

effectively before,

during, and after crisis to mitigate the damage, and in some cases actually eliminate the crisis.”

Gerald Baron C r i s i s b l o g g e r, i n n o v a t o r, t h o u g h t l e a d e r

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“No matter how good your communication department is, it

matters how you handle situations as

they arise. You could do nothing wrong in

today’s social

environment and still have a crisis develop; you must be ready for that.”

Dallas Lawrence

M a t t e l C o r p o r at e C o m m u n i c a t io n s O f f i c e r

14 Lessons

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“ During the debate tonight , a member of our Twitter team mistakenly posted an offensive tweet from the KitchenAid handle instead of a personal handle. The tasteless joke in no way represents our values at KitchenAid, and that person won’t be tweeting for us

anymore. That said, I lead the KitchenAid brand, and I take responsibility for the whole team. I am deeply sorry to President Obama, his family, and the Twitter community for this careless error. Thanks for hearing me out .”

C y n t h i a S o l e d a d

B r a n d l e a d e r f o r K i t c h e nA i d

Result: Viral Twitter storm

Lead Communicator:

Cynthia Soledad: Brand leader for KitchenAid

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INCIDENT

RESPONSE

A coordinated approach to addressing and managing a

negative action, attack or breach of security. The primary objective is to manage the issue in a way that limits damage, reduces recovery time and costs while maximizing publicity opportunity toward positive coverage.

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Transparency

“Owning the problem and effectively managing

communications requires what we call the Four R’s of crisis communications. They include: Regret Responsibility Reform Restitution

This is essentially a road map for communicating in a crisis.”

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M

essag

in

g

S o u r c e : S o c i a l M e d i a I n f l u e n c e 2 0 1 1 C o n f e r e n c e P r e s e n t a t i o n s i n f o g r a p h i c

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Access

3+ should have access to:

Web login credentials Access to back-end

programming of website All social media login credentials

Main Email login credentials

Passcodes for main phone number

Direct lines to leadership and decision-makers

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Templates

Fill-in-the blank message for initial acknowledgement Fill-in-the blank press release template

Crisis web page

template at-the-ready for quick adjustments and implementation

“As a guide, I advise my clients on the 15/60 rule. That means in a crisis, the organization should acknowledge the crisis within 15 minutes of it occurring, and follow up with a press release 60 minutes after that.”

CW Fong Building & Protecting Reputations

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