Dealing with a crisis session 5 ppt

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

AlertCommunicateEvaluatevaluatevaluatevaluate

• 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

Alan StevensThe MediaCoach

alan@mediacoach.co.uk

Thank you for listening