Zwischen Ignoranz und Hysterie: Krisenmanagement in der vernetzten Gesellschaft
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Zwischen Ignoranz und Hysterie: Krisenmanagement in der vernetzten Gesellschaft

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Presentation on crisis preparation based on a global survey among 800 business decision makers conducted in 2011 by Penn Schoen & Berland on behalf of Burson-Marsteller. Held at K2 Fachtagung ...

Presentation on crisis preparation based on a global survey among 800 business decision makers conducted in 2011 by Penn Schoen & Berland on behalf of Burson-Marsteller. Held at K2 Fachtagung Krisenkommunikation in Düsseldorf on 13 October 2011.

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    Zwischen Ignoranz und Hysterie: Krisenmanagement in der vernetzten Gesellschaft Zwischen Ignoranz und Hysterie: Krisenmanagement in der vernetzten Gesellschaft Presentation Transcript

    • Zwischen Ignoranz und Hysterie:Krisenmanagement in der vernetzten Gesellschaft André Wigger, Managing Director Düsseldorf, 13. Oktober 2011 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Krisenmanagement in der vernetzten Gesellschaft ©Burson-Marsteller 1 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Burson-Marsteller Crisis Preparation Survey 2011 ©Burson-Marsteller 2 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Krisen gehören zum Geschäft: 59% der Führungskräfte habeneine Krise im aktuellen oder vorherigen Unternehmen erlebt Has your company experienced a crisis while you’ve been working there? Has a company you worked for previously experienced a crisis? 67% APAC EU GLOBAL 46% US HAVE NOTEXPERIENCED A LATAM CRISIS HAVE EXPERIENCED A CRISIS ©Burson-Marsteller 3 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Bei den meisten Krisen handelte es sich um kontroversdiskutierte Unternehmensentwicklungen What sort of crisis did your company encounter? (Among those who experienced a crisis) ©Burson-Marsteller 4 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • 60% der Unternehmen hatten Kosten von bis zu 500.000 Euro Approximately, how much did the crisis cost your company? (Among those who have experienced a crisis) More than half a million Euros Up to half a million Euros Crisis cost nothing ©Burson-Marsteller 5 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Unsatzrückgang und Stellenabbau waren die häufigsten Folgen einer KriseYou said your company has experienced a crisis. What was the impact on your company from the crisis? (Amongst those who experienced a crisis) ©Burson-Marsteller 6 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Probleme bei Produkt- und Online-Sicherheit können dieReputation am stärksten schädigen Which of the following potential situations do you think would impact the reputation of your company most? ©Burson-Marsteller 7 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • 79% rechnen mit einer Krise in den nächsten 12 Monaten –mehr als 40% glauben, sie wird im Web stattfinden How likely do you think it is that your company will experience any of the following potential crises in the next 6-12 months? Global Controversial company developments 50% Online or digital security failure 47% Logistic difficulties 47% Intense regulatory scrutiny of your product or 45% company Critical or negative new media campaigns 43% Danger to product safety 42% Technical accidents 40% Intense political scrutiny of your product or 40% company Criminal actions 33% ©Burson-Marsteller 8 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Wie gut sind Unternehmen auf Krisen vorbereitet? ©Burson-Marsteller 9 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Unternehmen sorgen nicht ausreichend vor:Nur die Hälfte der Unternehmen hat einen Krisenplan Does your current company have a crisis management plan? 64% APAC US GLOBAL EU HAVE A 29% PLAN LATAM ©Burson-Marsteller 10 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Gleichgültigkeit und Kosten sind die größten Hindernisse für dieKrisenvorbereitung What are the key barriers to developing a crisis management plan for your company or organisation? (Amongst those without a plan) ©Burson-Marsteller 11 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Fast die Hälfte der Unternehmen mit einem Plan sehen immernoch Lücken To what extent, do you think that your company’s crisis plan will be adequate in the event of a crisis? (Amongst those with a plan) Current crisis plan will be satisfactory in event of crisis Current crisis plan will cover the company to some extent but there are gaps Crisis plan will not offer proper coverage and needs to be reviewed ©Burson-Marsteller 12 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Welchen Nutzen bietet ein Krisenplan? ©Burson-Marsteller 13 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Unternehmen mit einem Plan erholen sich schneller von der Krise About how long would you say that it took your company to recover from the crisis? (Among those who have experienced a crisis) ©Burson-Marsteller 14 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Unternehmen mit einem Plan bekämpfen die Krise wirksamer You said you company has experienced a crisis.What was the impact on your company from the crisis? (Amongst those who experienced a crisis) ©Burson-Marsteller 15 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Welchen Einfluss haben Social Media auf dieKrisenvorbereitung? ©Burson-Marsteller 16 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Für 40% ist die Krisenvorbereitung schwieriger geworden Do you think it is more or less difficult for companies like yours to plan for a crisis than it was 5 years ago? ©Burson-Marsteller 17 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Veränderte Anforderungen an die Kommunikation bilden diegrößte Herausforderung Which, if any, of the below are reasons why you feel it is more difficult to plan for a crisis today? (Among those who feel it is more difficult to plan) ©Burson-Marsteller 18 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Digitale Kommunikation macht Unternehmen verwundbarerTo what extent do you think the rise of digital communications has increased or decreased your companys vulnerability to crisis? ©Burson-Marsteller 19 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Social Media setzen Unternehmen unter Druck81% When it comes to new mediaof respondents believe thatnew media’s role in driving 66%reputation during a crisis is of respondents believe newon the rise media has significantly increased the potential cost of a crisis65%of respondents feel that new However, after a crisis,media makes crises moredifficult to manage… 55% believe new media (including social media) has…And 65% believe it is made it easier to recoverhard to know whoinfluences opinion online ©Burson-Marsteller 20 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • In den jüngsten Mega-Krisen (z.B. BP, Sony, Wikileaks) sind dieProbleme deutlich geworden What do you think are the biggest issues for companies in crisis like BP, Sony and those attacked by Wikileaks when responding to the online public debate? ©Burson-Marsteller 21 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Die Hälfte aller Unternehmen bewertet die eigenen Fähigkeitenim Handling von New Media in der Krise skeptisch Which of the following statements is closer to your view? Engaging and monitoring Understanding who online stakeholders are social media channels and how to engage with them ©Burson-Marsteller 22 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Nur ein Drittel der Unternehmen verfügt über Pläne für diedigitale KrisenkommunikationDoes your current company have a digital crisis communications plan, in other words a plan for effectively responding to new media crises (including social media)? 52% APAC GLOBAL US EU 19% GLOBAL ©Burson-Marsteller 23 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Krisen sind Teil des Geschäfts,aber Unternehmen sind nicht ausreichend vorbereitet Who do you want to be? Boy Scout Tightrope Walker Tightrope walker Ostrich(Well Prepared) (Vulnerable) (Vulnerable) (Exposed) ©Burson-Marsteller 24 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • (K)ein Grund zur Hysterie … ©Burson-Marsteller 25 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • Im digitalen Zeitalter gilt mehr denn je:Krisenvorbereitung ist der Schlüssel zum Erfolg1. Bauen Sie eine Reputation in Social Media auf2. Monitoren Sie Ihre Reputation in Social Media3. Integrieren Sie Social Media in Ihren Krisenplan4. Identifzieren Sie ausreichende Ressourcen für den Krisenfall5. Testen Sie Ihren Krisenplan regelmäßig6. Definieren und veröffentlichen Sie eine Social Media Policy7. Trainieren Sie Ihre Mitarbeiter im Umgang mit Social Media8. Agieren Sie in Echtzeit, bieten Sie einen Dialog an, kommunizieren Sie persönlich9. Sorgen Sie bei Ihren Aktivitäten für Transparenz Tightrope walker Ostrich10. Betrachten Sie Social Media als Chance für Ihr (Vulnerable) (Exposed) Krisenmanagement ©Burson-Marsteller 26 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
    • andre.wigger@bm.com Twitter: @wiggeraTwitter: @BMgermany ©Burson-Marsteller E V I D E N C E - B A S E D C O M M U N I C AT I O N S