Business As Usual? Crisis, Reputation and Marketing in the New Energy World

Business As Usual? Crisis, Reputation and Marketing in the New Energy World Phil Morabito, Chief Executive Officer Terry Hemeyer, Executive Counsel Pierpont Communications, Inc.

Situation Analysis • Few companies are prepared for crisis • Few companies understand their vulnerabilities • Few companies build credible good will • Few companies continuously market to maintain their reputation

What are we talking about?

Crisis Will Happen • It will test your organization • Can enhance or destroy • Can protect long-term

Crisis Objectives Prevent Minimize Take control Fix problem Turn to positive

Types Advance notice Exploding On-going Last forever

Vulnerabilities

Today’s Issues “All I want in life is an unfair advantage.” ● Trust ? ● The enemy?

Crisis What should we do?

Enhancing A Company’s Reputation • Be a thought leader • Be visible • Tackle the tough industry issues • Contribute to the community

Enhancing of Company’s Reputation • Superior service • Stand behind your quality product • Be honest and transparent • Demonstrate “state of the art” competence • Always do the right thing

Marketing • Choose the right reputation tactics – web/social media – media relations – speaking – sponsorships – charitable participation / corporate giving / volunteerism

Summary • Be prepared – crisis can happen at anytime. • Crisis management is about identifying vulnerabilities, preventing incidents, minimizing and controlling incidents that do occur, and safeguarding your brand’s reputation. • When incidents do occur, make them a top priority. Mixed messages, incorrect facts and untimely response can magnify their impact. • Always manage and work your reputation. • Never stop marketing to build your image and expertise.

Q&A Phil Morabito Terry Hemeyer Chief Executive Officer Executive Counsel Pierpont Communications, Inc. Pierpont Communications, Inc. pmorabito@piercom.com themeyer@piercom.com

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Business As Usual? Crisis, Reputation and Marketing in the New Energy World

by Pierpont Communications on May 20, 2010

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Business As Usual? Crisis, Reputation and Marketing in the New Energy World — Presentation Transcript