broken character 03.24.2011

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Introduces the crisis and reputation practices for entering professionals

TRANSCRIPT

  • 1. Rene T. Walker, APR March 26, 2011 Broken Character: Crisis Communication
  • 2. Agenda
    • A little about me
    • Reputation is Big Business
    • To Protect and Serve
    • From the Front Line
    • Rules of Engagement
    • Getting in the Game
    • Questions & Answers
  • 3. A little about me
  • 4. A little about me
    • Began as finance major on my way to CPA
    • Career highlights
      • City of Detroit Super Bowl XL Bid Team
      • City of Detroit Anti-Arson Task Force
      • California Workers Compensation Action Network Executive Committee
      • $55 million referendum for Comerica Park and Ford Field
  • 5.
  • 6. Reputation is Big Business Section subtitle
  • 7. Reputations = Mega Billions
      • = $70,452 billion.
    • Source: Interbrand 2010 Best Global Brands
      • = $21,860 billion.
      • = $43,557 billion.
      • = $28,731 billion.
      • = $21,143 billion.
  • 8. To Protect and Serve Section subtitle
  • 9. What Constitutes a Crisis?
    • Anything that threatens or may threaten to significantly damage an individual, organization and its employees, products, services, financial condition or reputation
    • Characteristics of a Crisis:
      • Surprise
      • Little information
      • Confusion
      • No control
      • Magnifying glass
      • First impressions
      • Potential loss of trust and credibility
  • 10. Gifts that Keep Giving
    • Corporate
      • Economy, executive misconduct, personnel issues, lawsuits and product/operational issues
    • Celebrity
      • Illegal and immoral behavior
    • Government/Political
      • Illegal, immoral and unethical behavior
    • Domestic
      • Marriage, divorce, dating and family
  • 11. Media Frenzy
    • If it bleedsit leads
    • Sensationalism and sweeps
      • Paparazzi and tabloid journalism
      • Citizen journalists
      • Global in a nanosecond
  • 12. The Crisis Practice is
    • Countercyclical
      • Thrives in a depressed or downward economy
    • Primarily seasoned and executive-level practitioners
      • Requires the mastery of numerous disciplines
    • Strategy on steroids
      • Takes an A+ game to succeed
    • Everywhere
      • Corporate, agency, client and internal
  • 13. From the Front Line Successes and Failures
  • 14. Celebrity
    • Lost $22 million in endorsements (Gatorade, AT&T, Accenture)
  • 15. Corporate
    • Brand value Jan. 1, 2010 = $20 billion
    • Brand value June 30, 2010 = $0
    • Share price before = $60.48
    • Share price today = $46.91
      • Lowest price = $29.20
    • Brand value Jan. 1, 2010 = $30 billion
    • Brand value June 30, 2010 = $24 billion
    • Source: Dailyfinance.com
  • 16. Government/Political
    • Massive data dump of U.S. embassy cables
    • Global political and diplomatic fallout
  • 17. Rules of Engagement What it will take
  • 18.
    • Experience required
    • Strategic, action-oriented and deadline-driven with precision
    • Thrive in an unpredictable, high-pressure and fast-paced environment
    • Synthesize large amounts of conflicting, complex and creative data/information
    Rules of Engagement
  • 19.
    • Phenomenal oral, written and interpersonal communication skills
    • Influence through leadership, persuasion and collaboration
    • Empathy, vision, passion and fortitude
    Rules of Engagement
  • 20. Getting in the Game What it takes
  • 21.
    • Seek new opportunities and experiences
    • Build career portfolio
    • Develop competencies in multiple communication disciplines
    • Become a well-rounded professional
    • Be active and visible
    • Expand professional and social networks
    • Sharpen your skills and enhance body of work
    • Engage the executives through in-depth and substantive dialogue
    • Align ideas with business objectives
    • Reinvent yourself often
    • Develop your core competencies through stretch goals and special projects
    • Secure a mentor
    • Develop a support group
    • Adapt your course as necessary
    • Carefully manage and continuously evolve your personal brand
    • Differentiate yourself
    • Demonstrate your value
    Getting in the Game Execute your plan Manage your brand Avoid sitting on the bench Learn the lingo Stay active Create a plan
  • 22. Final Thought Dont let the fear of falling keep you from knowing the joy of flight. Lane Wallace Editor, Flying Magazine
  • 23. Questions & Answers Section subtitle