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Jenna Reck, Communications DirectorOct. 4, 2019
Creating a Unified Crisis
Communications Plan
Across Your Organization
Target Fast Facts
• 75% of the U.S. population lives within 10 miles
of a Target store.
• Target has 1,855 stores, 40 distribution centers
and 20 global office locations.
• We employ 350,000+ team members
• Our tagline is "Expect More. Pay Less." We've
been using it since 1994.
• Target is headquartered in Minneapolis,
Minnesota.
• The Target Corporation also owns Shipt,
Roundel, Grand Junction and DermStore.
Hats We Wear As Crisis Communicators
Educator
Counselor
Bearer of bad news
Spokesperson
Changemaker
Provocateur
Influencer
Interpreter
Planner
Creating a Unified Crisis Communications
Plan Across Your Organization
1. Understand your company’s risks
2. Prevent the issue before it happens
3. Practice the process, not the plan
4. Respond clearly, humbly and sound like a
human
5. Align all of your channels for a consistent
company response
6. Know your tolerances & measure everything
Understand your company’s risks
Understand your company’s risks
SOCIETAL
• Volatile political
environment
• Expectations for
CEO & corporate
activism
• Increasing
employee activism
• Expanding
stakeholder voices
INDUSTRY
• Guest experience
• Diversity &
inclusion
• Pay & benefits
• Political issues
• Physical & cyber
security
• Environmental
pressures
Prevent the Issue before it Happens
Prevent the Issue before it Happens
Prevent the Issue before it Happens
Inclusive Merchandising Committee
The IMC was established to ensure products sold at
Target are inclusive, representative of our guests and
pose minimal risk to our brand and reputation
Who’s Included
Merchandising Product Design
Diversity & Inclusion Marketing
Reputation & Risk Legal
Communications Employee Relations
Social Media Business Councils/ERGs
Prevent the Issue before it Happens
Practice the Process, not the Plan
Practice the Process, not the Plan
prepare respond recover improve
Reputation Management at Target.
What is it?
How we evaluate, prepare for and respond to
serious risk events and potential crises
Practice the Process, not the Plan
Prepare Respond
• Risk assessments
• Scenario planning
• War games and
tabletops
• Communication &
response plans
• Incident response
• Leadership escalation &
engagement
• Real-time monitoring and
reporting
Respond clearly, humbly and
sound like a real person
Respond clearly, humbly and
sound like a real person
“Providing high-quality and safe products to our guests is critically important to Target. It’s because of this focus that Target made a
commitment years ago to stop selling traditional padded crib bumpers. To help inform our guests, we also include language
about safe sleeping in the baby product descriptions on Target.com and use ‘bare is best’ images in our marketing,
online imagery and store displays.”
“We’re aware of several recent burglaries at a variety of retailers along the East Coast. We’ve been partnering with local law
enforcement agencies, including the Evesham, Middleton Township and West Whiteland Township Police Departments.
We’ve shared security footage and will continue to provide them with whatever is needed for their investigations.”
Align all of your channels for a consistent
company response
Align all of your channels for a consistent
company response
Align all of your channels for a consistent
company response
Know your tolerances &
measure everything
Know your tolerances &
measure everything
Tolerances• # of stories
• News cycle length
• Outreach from
customers or
employees
Measurement• Quality & quantity of
media coverage
• # of media contacts
• Social media
conversation
Creating a Unified Crisis Communications
Plan Across Your Organization
1. Understand your company’s risks
2. Prevent the issue before it happens
3. Practice the process, not the plan
4. Respond clearly, humbly and sound like a
human
5. Align all of your channels for a consistent
company response
6. Know your tolerances & measure everything
