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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
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
15.-23.04.2010
Eyjafjallajökull
4
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
11.03.2011
Fukushima Nuclear
Meltdown
5
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
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
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
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
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
… but when it happens.
10
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
And, most importantly,
how you respond to it.
11
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
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
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
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
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
_ Carsten Spohr, CEO Deutsche Lufthansa
_ Thomas Winkelmann, CEO Germanwings
17
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
_ 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
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