cim digital pr bootcamp part 2 crisis management 5 november
TRANSCRIPT
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5 November
2015
StorytellingLogo here
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For PR managers who want their campaigns to stand out,
Smoking Gun is the most ingenious PR
company - famous for solving PR problems in the most inventive and
unique ways
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”You can lose reputation that has taken many decades to
build, in a simple click. This should put good PR at the
centre of things.”
Part 2.
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An issue or a crisis?
“the media feeds on itself and feasts of social media”
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Who’s been in a crisis lately?
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What’s the biggest threat to your business today?
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Which means you now have to be fast
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Everyone’s a journalist (and a detective)
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Why does it matter?
• Your reputation as a business asset
• Not on the balance sheet but yet VW has lost 5 billion dollars in valuation
• Intangible worth supported by reputation
• Pay it forwards and build up good will & an army of advocates willing to support you = a buffer
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Always on monitoring
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Have a recovery plan
• Move on the narrative
• Have your wider achievements in society to hand:
• economic benefit
• jobs created
• upskilling workforce
• educational tie ins
• Digital legacy needs addressing (links, power articles etc)
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Break Out….
• Work as a team to come up with a straight forward and implementable action plan for preparing for a crisis in one of your businesses.
• Report back in 10 mins
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Have you…
• Got a Crisis plan in place?
• Clear tree of responsibilities: who/what/where/when
• Pre approved generic statements covering likely scenarios
• Know the influencers and stakeholders you need to liaise with - when di you lost review your power v inflect matrix?
• ‘Black pages’ for your website
• Don’t operate in a silo: join up internal comms / customer service / wider marketing / schedules social posts / planned advertising
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Thanks for listening!
Strategy Implementation Evaluation