Reputation Strategy and Management

Threats in 2011 – how to prepare for emergencies

10 February 2011

Andrew Fairburn

Reputation Strategy and Management

A bad day at the office?

Reputation Strategy and Management

The future?

Reputation Strategy and Management

PESTLE analysis

Political

Economic

Societal (inc criminal)

Technological

Environmental

Legislative

Reputation Strategy and Management

Prioritisation of risks

Imp

act

Likelihood

Reputation Strategy and Management

Develop a plan for priority risks

Reputation Strategy and Management

Key questions

1. How do we make these risks less likely? Is there anything we should be doing operationally?

2. What are the advantages/disadvantages to raising these risks publicly in advance?

3. What third party advocates do we need to get on side? What coalitions should we be building now?

4. How can we ensure that we have always acted in a way that would be seen as reasonable to the outside world?

5. How do we get ahead of the issue?

Reputation Strategy and Management

In short... inoculation

Reputation Strategy and Management

But if a crisis does happen...

Reputation Strategy and Management

You’ll need more than an “empathetic press release”!

Reputation Strategy and Management

Crisis management – the procedural bit

Reputation Strategy and Management

Three stages of crisis management

1. Preparation

2. Dealing with the crisis

3. Follow-up

Reputation Strategy and Management

procedures

simulation

audit

training

Culture

Stage 1: Crisis preparedness process

Reputation Strategy and Management

Stage 2: the heat of battle

Reputation Strategy and Management

Stage 3: the follow up

1. Crucial, but often ignored, third stage

2. Continue to engage and follow up on commitments

3. Let the last impression of stakeholders be a good impression

Reputation Strategy and Management

Some final thoughts?

• Have you plotted what sort of crises your organisation could face?

• Do you have plans and procedures in place?

• Do you have a properly trained team?

• Are you well practiced?

Reputation Strategy and Management

Thank you

Andrew Fairburn

Regester Larkin

T: +44 (0)20 7029 3980

E: afairburn@regesterlarkin.com

W: www.regesterlarkin.com