Protecting your reputation in a crisis irm webinar

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KRisk.co The Institute of Risk Management Protecting your reputation in a crisis 22 nd September 2014 Ann Wright, Rough House Media www.roughhousemedia.co.uk

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This is a presentation I gave for the Institute of Risk Management entitled "Protecting your Reputation in a Crisis"

Transcript of Protecting your reputation in a crisis irm webinar

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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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KRisk.co

“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:

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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

Twitter

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

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Saving your reputation: Greggs 1

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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 [email protected]

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 [email protected] for further information

Thank you