dealing with a crisis session 5 ppt
TRANSCRIPT
If things go wrong
“A man who has committed a mistake and doesn't correct it is committing another mistake”
- ConfuciusConfuciusConfucius
The volcano that grounded many airlines -
the Eyjafjallajokull eruption in April 2010
What is a crisis?
• Sudden
• Disruptive
• Threatens reputation, assets
• Escalates
• Has wide impact
Types of crises
•Sudden - around 30%
•Developing slowly - 70%
How has technology changed the impact?
• Twenty years ago, reputations were affected in the first 24 hours.
• Now, reputations are affected in the first five minutes.
A story of three CEOs
British Petroleum (BP)
CEO Tony Hayward
Quote: “I want my life back”
BP’s mistakes• They failed to recognise the crisis early enough
• They acted too slowly
• They did not react to criticism
• They misunderstood how people felt
Virgin Trains
Quote “Our driver was a hero”
CEO Richard Branson
Did the right things
What Virgin did right
• Acted quickly
• CEO took charge
• Said the right things
• Followed-up
J W Marriott
Quote “Our deepest sympathies”
CEO Bill Marriott
Expressed his feelings
What J W Marriott did right
• Acted very quickly
• Expressed human feelings
• Explained what is happening
• Gave reassurance
PACEEEE
PrepareAlertCommunicateEvaluatevaluatevaluatevaluate
PrepareAlertCommunicateEvaluatevaluatevaluatevaluate
• You can prepare for any potential crisis
• You can set up a communications plan that will work in any situation
• Crises lead to panic. Preparation allows you to stay calm
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• Behaving well towards your customers at all times will help to save your reputation in a crisis
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• You need three plans:
• A crisis communication plan
• A crisis operation plan
• A business recovery plan
PrepareAlertCommunicateEvaluatevaluatevaluatevaluate• Make a plan and set of procedures
• Assign responsibilities
• Train staff
• Prepare dark pages
• Prepare media statements
• Test the plan
Prepare
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• You should be the first to know that a crisis has occurred
• Social media makes everyone an eyewitness reporter
Prepare
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• Monitor the media
• Have emergency communications in place
• Alert spokespeople
• Open crisis centre
PrepareAlert
CommunicateEvaluatevaluatevaluatevaluate
• Focus on the crisis
• Gather accurate information
• Communicate as quickly as possible
• Never speculate about the cause
• Be completely honest
PrepareAlert
CommunicateEvaluatevaluatevaluatevaluate• Implement dark pages
• Make a statement
• If the news is bad, report it yourself
• Respond to media requests
• Become the centre of information
• Monitor the media for mis-information
PrepareAlertCommunicate
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• Perform an act of goodwill immediately after the crisis
• Declare the crisis over
PrepareAlertCommunicate
Evaluatevaluatevaluatevaluate• Review procedures
• Assess reputation
• Make changes if necessary
• Re-test procedures
PrepareAlertCommunicateEvaluatevaluatevaluatevaluate
