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Managing risk and reputation

Managing risk and reputation



Simon Carter and Andrew Thorp, The Scout Association

Simon Carter and Andrew Thorp, The Scout Association
Communication managers' workshop



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    Managing risk and reputation Managing risk and reputation Presentation Transcript

    • Crisis CommunicationsScout Coach Crash – September 2012 Simon Carter – Assistant Director, Media Relations Andrew Thorp– Media Relations Officer
    • What happened?• A multi vehicle Road Traffic Accident• In East Coast Canada• 102 Scouts involved in 2 coaches• All on a slow news day!
    • The plan• No one size fits all solution for crisis situations• Buy some time• Assign clear roles (Watching, Responding, Spokesperson)• Get the facts right and get them out quickly• Keep the lines of communication open• Now we would use Twitter and the web
    • The first 24 hours• Things move fast• Clear and accurate information• Brief relevant third parties• Broadcasters and PA First• Provide regular updates
    • Hour 1
    • Hour 2
    • Next Day
    • Return Home
    • As events unfold• When things get better (or change) let people know! - PA & BBC• Look for the next action point and plan for it• Think about one story locally and nationally• Brief people on the ground – They will be door stopped
    • Results• Lots of work but a great success – don’t forget your messages
    • Systems• 24 Hours call system• Plan – a side of A4• Flow of resources• Trust of CEO and senior management• Review
    • Twitter/Web – Crisis work• Boys Scouts of America – Confirmed gay ban• The complete reverse of our position• Key to get journalists up to speed on difference• Twitter helped us set clear up blue water (me, Team, TSA and known friends)• Linked to a statement on our web site• Telegraph said “In contrast Britains Scout Association encourages scouts to attend gay pride marches in uniform.”
    • Twitter/Web – In summery• Be quick• Be focused• Refer to web pages to explain more• Use third parties to tweet on your behalf• Maintain a list of journalist twitter feeds in your sector and DM them info• Get your CEO to be “twitter & Facebook” aware