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5 things you can do now to prepare your brand for crisis
WHO WE ARE! 
! 
Word Mercenary | Storyteller | Sarcasm Artist! 
2 
Chad Biggs 
CHIEF CONTENT OFFICER (and go getter)
WHO WE ARE! 
! 
Planner | Problem Solver | Realist! 
! 
3 
Amanda Watson 
SENIOR ACCOUNT EXECUTIVE (and go getter)
4 
Foster Strong Relationships!
MEDIA! 
Image 
Source: 
Oxwords 
Blog 
5
CUSTOMERS! 
Image 
Source: 
Snarke6ng2dot0 
6
STAKEHOLDERS! 
Image 
Source: 
TankOnYvTar 
7
EMPLOYEES! 
8 
Image 
Source: 
Emplhees
Embrace PARANOIA 
9 
Image 
Source: 
www.fact.co.uk
BEGIN FORMULATING A PLAN! 
Image 
Source; 
Talk 
Android 
10
11 
WHAT 
IF…
IMAGINE! 
12 
> All the people! 
(potentially involved)! 
> What could go wrong?! 
> How could it go wrong? ! 
> Where are the holes? ! 
Image 
Source; 
Love 
Thy 
Hunter
13 
Know Your Approach! 
Image 
Source: 
sta6c.guim.co.uk
MEASURE THE RISK! 
14 
> Severity of situation! 
> Likelihood of 
occurrence ! 
> Ability to mitigate 
with current 
resources! 
! 
Image 
Source; 
HipBaby
COMMUNICATIONS CULTURE! 
15 
Image 
Source; 
JorgenMiquelcs 
> Open/ closed 
door policy! 
> Liability! 
> Protocols for 
releasing 
information! 
!
16 
Image 
Source: 
Sta6c 
Flickr 
> Set up a dark site! 
> Identify external 
equipment needs + 
options ! 
> Plan ‘B’ location! 
> Outside 
communication 
assistance ! 
! 
CONTINGENCY PLANNING!
EXAMPLE: City of Ketchum! 
Image 
source: 
Great 
Basin 
Incident 
17 
Response 
Team 
Facebook
AND NOW, A STORY ABOUT POTATO SALAD! 
Image 
Source: 
FoodNetwork.com
BUSINESS CONTINUITY! 
19 
> How do you return 
to business as 
usual?! 
> Do internal 
processes need to 
change?! 
> What are the 
ongoing 
communication 
needs?! 
! 
Image 
Source: 
Gallery 
Hip
20 
Identify Your Audiences!
The IMPACT! 
21 
> Who will this affect 
most?! 
> What are the 
repercussions, if 
any?! 
> What is your 
message to each 
group this touches?! 
! 
Image 
Source: 
Martyn 
Ballestero
YOUR TARGET MAY CHANGE! 
22 
Image 
Source: 
Gail 
Force 
Marke6ng
YOUR STAKEHOLDERS! 
Board Members! 
Shareholders! 
Media! 
Customers! 
Employees! 
Hypotheticals!
24 
Plan to communicate ! 
Image 
Source: 
s3.amazonaws.com
Image 
Source: 
baart 
25
IDENTIFY CHANNELS! 
26 
Image 
Source; 
Bondy 
Consul6ng
MEDIA ! 
27 
Image 
Source; 
wimbd 
> Established who is cleared to 
talk to media! 
> Have 3-4 alternatives!
SOCIAL MEDIA! 
28 
> Don’t forget about social media! 
> Identify channels! 
Image 
Source: 
Business 
to 
Business 
Community
SPEAKING TO THE MASSES! 
29 
> Be cognizant of the 
perception/ 
preconceived notions 
of the audience! 
> Be ready for questions ! 
! 
Image 
Source: 
Spoon 
Graphics
30 
Image 
Source: 
Pointman 
Files
5 things you can do NOW to prepare your brand for crisis! 
31 
! 
1 Foster Strong Relationships ! 
2 Embrace Paranoia! 
3 Know Your Approach! 
4 Identify Your Audiences! 
5 Communicate! 
!

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Crisis Communication: 5 Tips to Prepare (Red Sky Summit)

  • 1. 5 things you can do now to prepare your brand for crisis
  • 2. WHO WE ARE! ! Word Mercenary | Storyteller | Sarcasm Artist! 2 Chad Biggs CHIEF CONTENT OFFICER (and go getter)
  • 3. WHO WE ARE! ! Planner | Problem Solver | Realist! ! 3 Amanda Watson SENIOR ACCOUNT EXECUTIVE (and go getter)
  • 4. 4 Foster Strong Relationships!
  • 5. MEDIA! Image Source: Oxwords Blog 5
  • 6. CUSTOMERS! Image Source: Snarke6ng2dot0 6
  • 8. EMPLOYEES! 8 Image Source: Emplhees
  • 9. Embrace PARANOIA 9 Image Source: www.fact.co.uk
  • 10. BEGIN FORMULATING A PLAN! Image Source; Talk Android 10
  • 12. IMAGINE! 12 > All the people! (potentially involved)! > What could go wrong?! > How could it go wrong? ! > Where are the holes? ! Image Source; Love Thy Hunter
  • 13. 13 Know Your Approach! Image Source: sta6c.guim.co.uk
  • 14. MEASURE THE RISK! 14 > Severity of situation! > Likelihood of occurrence ! > Ability to mitigate with current resources! ! Image Source; HipBaby
  • 15. COMMUNICATIONS CULTURE! 15 Image Source; JorgenMiquelcs > Open/ closed door policy! > Liability! > Protocols for releasing information! !
  • 16. 16 Image Source: Sta6c Flickr > Set up a dark site! > Identify external equipment needs + options ! > Plan ‘B’ location! > Outside communication assistance ! ! CONTINGENCY PLANNING!
  • 17. EXAMPLE: City of Ketchum! Image source: Great Basin Incident 17 Response Team Facebook
  • 18. AND NOW, A STORY ABOUT POTATO SALAD! Image Source: FoodNetwork.com
  • 19. BUSINESS CONTINUITY! 19 > How do you return to business as usual?! > Do internal processes need to change?! > What are the ongoing communication needs?! ! Image Source: Gallery Hip
  • 20. 20 Identify Your Audiences!
  • 21. The IMPACT! 21 > Who will this affect most?! > What are the repercussions, if any?! > What is your message to each group this touches?! ! Image Source: Martyn Ballestero
  • 22. YOUR TARGET MAY CHANGE! 22 Image Source: Gail Force Marke6ng
  • 23. YOUR STAKEHOLDERS! Board Members! Shareholders! Media! Customers! Employees! Hypotheticals!
  • 24. 24 Plan to communicate ! Image Source: s3.amazonaws.com
  • 26. IDENTIFY CHANNELS! 26 Image Source; Bondy Consul6ng
  • 27. MEDIA ! 27 Image Source; wimbd > Established who is cleared to talk to media! > Have 3-4 alternatives!
  • 28. SOCIAL MEDIA! 28 > Don’t forget about social media! > Identify channels! Image Source: Business to Business Community
  • 29. SPEAKING TO THE MASSES! 29 > Be cognizant of the perception/ preconceived notions of the audience! > Be ready for questions ! ! Image Source: Spoon Graphics
  • 30. 30 Image Source: Pointman Files
  • 31. 5 things you can do NOW to prepare your brand for crisis! 31 ! 1 Foster Strong Relationships ! 2 Embrace Paranoia! 3 Know Your Approach! 4 Identify Your Audiences! 5 Communicate! !