Post on 15-Nov-2014
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KRisk.co
The Institute of Risk Management
Protecting your reputation in a crisis22nd September 2014
Ann Wright, Rough House Media
www.roughhousemedia.co.uk
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“A reputation once broken may possibly be repaired, but the world will always keep their eyes on the spot where the crack was.”
Joseph Hall
“It takes 20 years to build a reputation and five minutes to ruin it.”
Warren Buffet
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Does your company have a crisis communications plan?
Question 1:
1. Yes2. No3. Don’t know
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o How valuable your reputation is to your business
o What would you do if criticism about you went viral
o Whether you could cope if you were besieged by the media
o How your chief executive would handle an aggressive interviewer
o When your company last assessed how it manages crisis communications
Factors to consider:
Remember these?
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Acts of God Angry employeeStaff sickness
Mistakes
Problems which might affect your reputation
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The impact of a damaged reputation
o Poor sales
o Diminished influ-
ence
o Job losses
o Ridicule
o Failure & Closure
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How a crisis escalates
o Word of mouth
o Newspapers, TV, radio (the media)
o Online & social media
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1. Hungry for information
2. Instantaneous
3. Publishes speculation
4. Likes “victims”
5. Looks for new angles
Be media savvy
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1. Establish the facts
2. Know your key audiences & what they need to hear
3. Use different communications channels
4. Deliver key messages
5. Communicate frequently
6. CAC – Care, Action, Context
In a crisis:
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Successful companies
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Successful companies
Identify what
might go wrong in advance
Have procedures to contain
difficult situations
Have prepared
key messages
Have trained
personnel to handle the media
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Successful companies
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Stage one:
1. Audit existing emergency & crisis communications
procedures
2. Brainstorm the issues specific to your business
3. Group risks into key categories
4. Prioritise the most damaging
5. Create communications action plans for these
Crisis communications strategy
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1. Establish a chain of control
2. Create clear procedures & areas of responsibility
3. Refine current media and social media policies
4. Develop a communications manual for all staff
Crisis communications strategy
Stage two:
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1. Devise your key messages & holding statements
2. Discover how to handle the demands of the media
3. Undergo rigorous practice interviews
Crisis communications strategy
Stage three:
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Essentials
1. A clear chain of command
2. Clear areas of responsibility
3. Clear lines of communication
4. Readily accessible contact details
5. Access to additional phone lines & PR support
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Does your company have a social media policy?
Question 2:
1. Yes2. No3. Don’t know
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The impact of social media
o Free
o Open access
o Instantaneous
o Forum for complaints
o Impossible to control – bad news goes viral
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o Citizen journalists
o News often breaks first on
o Journalists on Twitter
o Journalists and news outlets post
on Twitter
o Journalists monitor social media
Breaking news
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o Vital communications channel
o Conveys information widely
o Immediate
o Under your control
The benefits of social media in a crisis
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Monitor & respond
Update regularly
Stay constructiv
e and factual
Quash speculation
Be accurate & approved
Co-ordinate website &
social media
Using social media in a crisis
Saving your reputation: Greggs 1
Saving your reputation: Greggs 2
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o Have a robust crisis communications policy
o Have an integrated social media policy
o Prepare key messages in advance
o Monitor what is being said about you
o React quickly, factually, pro-actively & frequently
o Have trained key spokespeople in advance
Smart companies
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020 8332 6200info@roughhouse.co.ukroughhousemedia.co.uk
Rough House Media
TrainingMedia training
Crisis communicationsPresentation skills
Media relationsPress releases
ConsultancyCrisis strategyMedia strategy
Message developmentMedia relationsSocial media
ProductionVideos
PodcastsBlogs
Articles
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The Institute of Risk Management next 2 Day Course on:
Course TitleWill take place on Dates in xxx
Trainer details / company
Please email the IRM Learning Team on training@theirm.org for further information
Thank you