Boise Fraud Symposium:Reputational Risk in the Digital Age

Red Sky Public Relations: Jessica Flynn September 7, 2012

1

What’s At Stake

2

TRUST REPUTATION REVENUE

Most Important Risk Sources in the Next 5 Years

41%  

32%  

30%  

27%  

27%  

Global  Economic  Environment  

Government  Spending/Budget  

Regulatory  Changes  

Social  Media  

Financial  Risk  

3 Source:  DeloiHe/Forbes  Insights  2012  Risk  Management  Survey  

Where Digital Risk Resides

Danger From Within >  Breach of Confidentiality >  Financial Disclosures >  Social Media Account

Ownership >  Personal Profiles | HR >  Oversharing

Danger From Outside >  Malicious Rumors >  Corporate Intelligence >  Cyber Attacks >  Online Commentary >  24/7 Coverage >  Everyone is a Source

4

Where Digital Risk Resides

5 Courtesy:  Technobabble  2.0    

Speed of Thumbs

6

Keys to Digital Reputational Awareness

>  Imagine nightmare scenarios

>  Identify your crisis team

>  Know where your communication channels exist

>  Know who covers you

7

PLAN    ACCORDINGLY  

>  Understand where your customers, employees, competitors ‘live’ online

>  Set up simple tracking mechanisms via Google Alerts –  Your company

–  Your executives

–  Your competitors

>  ALL employees should be encouraged to listen and have channels to report concerns

LISTEN  ACTIVELY  

>  Be Accountable

>  Be Transparent

>  Be Genuine

>  Practice Disclosure

ENGAGE    GENUINELY  

Next Steps

Assess  •  Employee  Manual  •  Corporate  Policies  •  ExisVng  Digital  PlaWorms  

•  Partner  PlaWorms  •  VulnerabiliVes  

CraX      •  Corporate  SM  Policy  •  Establish  Corporate  Channels  

•  Set  up  Alerts/Trackers  •  Crisis  Comm  Plan  •  Online  Dark  Pages    •  Template  Responses  

Communicate  •  Social  media  training  for  corporate  ‘voices’    

•  Social  media  best  pracVces  guide  

•  Online  response  flow  chart