crisis communications in tourism and aviation martin riecken - tu group

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Crisis Communications in Tourism and Aviation What it takes to go from good to great in a crisis Martin Riecken Head of Crisis Communications TUI Group 30 November 2016 Milan

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Crisis Communications in Tourism and Aviation What it takes to go from good to great in a crisis

Martin Riecken Head of Crisis Communications TUI Group 30 November 2016 Milan

2

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216 26.12.04

Tsunami

3

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urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

15.-23.04.2010

Eyjafjallajökull

4

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• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

11.03.2011

Fukushima Nuclear

Meltdown

5

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mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

24.03.15

Germanwings

4U 9525

6

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216 08.11.16

US Election

7

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colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

8

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

It‘s not about if something happens….

9

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mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

… but when it happens.

10

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mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

And, most importantly,

how you respond to it.

11

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mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

Six inconvenient truths about today‘s world

1. 49% of executives interviewed have endured a crisis in their current position

2. Reputation damage is the #1 risk concern, internationally

3. Critical social media campaigns rank among top 5 risks

4. The speed of risk is now at 28 seconds

5. Facts have become negotiable; the risk of not controlling the story is greater

than ever

6. Today, stakeholders expect visual leadership from an organization

12

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

06.07.2013 Asiana Crash SFO: Just 30 seconds to the first tweet.

13

Pri

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colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

Challenge Social Media

Speed and Dynamics

Ubiquity Emotions

Specifics Social media Culture in the

company Multi Channel

14

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

What Social Media requires from communicators

• Accelerate the response

• Grow and maintain Social Media competence within the company

• Build reputation and credibility in advance

• No copy & paste communication

• Listen, understand, then talk

• Accept the loss of control (and don‘t forget to tell your boss)

15

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

_Tony Fernandes, CEO Air Asia

16

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colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

_ Carsten Spohr, CEO Deutsche Lufthansa

_ Thomas Winkelmann, CEO Germanwings

17

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mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

_ Brice Robin, French prosecutor

18

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

Risk or opportunity? It depends on the performance

Performance

Time

Stakeholder

Expectations

Exceeded

Expectations

Reputational

Opportunity

Missed

Expectations

Reputational

Risk

Source: 2014 Deloitte Global survey on reputation risk

Event

19

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

Four key success factors for crisis communications

20

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

#1: Prepare

21

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

#2: Engage

22

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

#3: Empathize

23

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

#4: Build resilience

24

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

Never let a crisis

go to waste

25

Pri

mary

colo

urs

• Always use

TUIType

• Font size18pt

• Line spacing 6 pt

• titles in TUI-Dark

Blue

• Bullet points &

standard text in

TUI- Dark Blue

Conve

nti

ons

TUI-Corporate Blue

214.238.252

TUI-Dark Blue

9.42.94

New TUI-Blue

112.203.244

TUI-Red

239.0.0

Functio

nal

New TUI-Green

170.215.0

TUI-Yellow

255.225.0

TUI-Red

239.0.0

TUI-Black

0.0.0

TUI-White

255.255.255

New TUI-Grey

115.115.115

New TUI-Beige

215.210.195

New TUI-Sand

255.223.183

New TUI-Light Grey

216.214.216

THANK YOU!

[email protected]

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