CRISIS COMMUNICATION

Maria Smirnova SARM NV 2. kurss 2014

“The problem occurs at the wrong time.” (Murphy’s law)

GLOSSARY

Vocabulary

Crisis

Crisis communication

What could happen

What to do (steps 1-8)

VOCABULARY

Shareholder

Stockholder

Stakeholder

Company merge

WHAT IS CRISIS?

Crisis: Any situation that is threatening or could

threaten to harm people or property, seriously interrupt

business, significantly damage reputation and/or

negatively impact the bottom line.

WHAT IS CRISIS COMMUNICATION

The effort taken by a company to communicate with

the public and stockholders when an unexpected

event occurs that could have a negative impact on the

company’s reputation.

WHOM TO COMMUNICATE

WITH?

Customers

Survivors impacted by the incident and their families

Employees and their families

News media

Community—especially neighbors living near the facility

Company management, directors and investors

Government elected officials, regulators and other authorities

Suppliers

WHAT COULD HAPPEN

“Anything that can go wrong will go wrong” (Murphy’s law)

WHEN THE COMPANY

NEEDS IT?

Serious staff reduction

Lawsuits

Negative publications (including initiated by competitors)

Product quality problems/damages

Technogenic catastrophe

Sudden death of the owner/president

Loss of the important client

Unsuccessful merge

WHAT TO DO?

1.Anticipate crises

WHAT TO DO?

2. Identify your crisis communications team

WHAT TO DO?

3. Identify and train spokespersons

Must have:

• The Right skills

• The right position

• The right training

WHAT TO DO?

4. Identify and Know Your Stakeholders

WHAT TO DO?

5. Develop Holding Statements

"We have implemented our crisis response plan, which places the

highest priority on the health and safety of our guests and staff."

"Our hearts and minds are with those who are in harm's way,

and we hope that they are well."

"We will be supplying additional information when it is

available and posting it on our website."

WHAT TO DO?

6. Assess the Crisis Situation

WHAT TO DO?

7. Finalize and Adapt

WHAT TO DO?

8. Post-Crisis Analysis

"What did we learn from this?"

WHAT TO DO?

"It Can't Happen To Us”

Keeping silence

Acting like nothing

happened

Giving up without fighting

Always be ready

Have a plan “B”

Have a backup crisis plan

Keep calm

LIVE EXAMPLE

TESCO horse meat scandal

Blackberry internet blackout

TOYOTA 420 000 cars recall

AND…

Greek word - «krinein» - to decide

Chineese -

Thank you for your attention!

….aaaand always keep a plan “B” in the sleeve !