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Reputation (Crisis management (Communicate essential information to all…
Reputation
Crisis management
Communicate essential information to all affected publics (
DIALOGUE
)
Avoid accusations of cover-up through open and honest approach
Simple and appropriate messages for all publics
NO mysterious silence or 'no comment' (fuel imagination)
Keep media informed quickly (proactivity)
Keep employees and members informed on a regular basis (NOT media first)
Manage PR disaster
Emphasis business's positive track
Be prepared to take responsabilities (leaders)
Talk directly to customers
NO vague and impersonal response
Always have crisis plan for social media
Appoint spokesperson
Meeting media
Doubly stressful in crisis
Media: More demanding than ever
Public: Hungry for information
Little time
Calm reflection
Clearing facts with collegues
Planning responses
Vulnerable
Serious reputational damage
NO enemy
First aim: Information
BUT sensationalism important to sell
Opportunity to tell your side of story
Fair and accurate coverage
NO spin
Care
Compassion
Understand severity and impact of what happened
Apology phrases to involved (empathy)
Help injured people if accident
Action
Outline what organisation has done and is doing to deal with crisis
Reassurance
Incident
Put in context
Show isolated
Accident
Talk about safety protocols in place
Talk about previously good record
Examples
Illustrate key message
Personnal responses
Definition
TRUST
Collective (NOT from individual point of view)
Actions and avents in time (NOT only current behaviour because RP is a long term relation)
Handle crisis
Loss of life or significant injuries
Less dramatic like major IT failure
Consequences
Media storm
24-hour news coverage
Unhappy customers
Employees asking questions
Failing share prices
Case Studies Airlines
#
Thomas Cook
British Midland
Virgin
Communication
Control
Situation
Way crisis is reported
Quick
Getting messages out quickly even simple holding statement
Benefits
Aware of the situation
Take it seriously
Be in control
Prevent spread of rumour and speculation
Open and honest
With media and publics
NO cover up bad news
"It's not our job to put a clean shirt on a dirty body." CABOT
Spin: Counter-productive
Conclusion
Unfavourable publicity
Ruin organisation's image
Destroy stakeholder loyalty
Focus
Prevention and understanding of root causes
Changing vital behaviour
Oxfam crisis
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