Integrated crisis communications during the Icelandic ash crisis in 2010  Indrek Raudjalg Managing partner May 19, 2011
Eyjafjallajökull 06/16/11
Summary of crisis <ul><li>First closed airports on April 15, but in Estonia the situation escalated into full crisis on Ap...
Main problems for clients <ul><li>Stuck in (developing) countries or airports ; </li></ul><ul><li>Need to change or refund...
The initial communication strategy <ul><li>Reduce the work of front-line staff by providing info to clients through extern...
Communication activities <ul><li>Webpage/blog/listmail </li></ul><ul><ul><li>Crisis Blog with regularly updated info </li>...
06/16/11
“ Well done, MoF! ” 06/16/11
Media coverage in main national channels 06/16/11
Documented results <ul><li>Economic success: </li></ul><ul><ul><li>Estravel’s annual (2010) sales rose 5% despite falling ...
Thank you! <ul><li>Communications Bureau Hamburg & Partners </li></ul><ul><li>Tel: +372 611 0105 </li></ul><ul><li>E-mail:...
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Baltic PR Awards 2011: Integrated crisis communications during the Icelandic ash crisis in 2010

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Integrated crisis communications during the Icelandic ash crisis in 2010
Hamburg & Partners; EE
ISSUES AND CRISIS MANAGEMENT

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Baltic PR Awards 2011: Integrated crisis communications during the Icelandic ash crisis in 2010

  1. 1. Integrated crisis communications during the Icelandic ash crisis in 2010 Indrek Raudjalg Managing partner May 19, 2011
  2. 2. Eyjafjallajökull 06/16/11
  3. 3. Summary of crisis <ul><li>First closed airports on April 15, but in Estonia the situation escalated into full crisis on April 16 when TLL airport (together with most Europe) was closed </li></ul><ul><li>Crisis lasted until April 21 </li></ul><ul><li>53% or 100 000 flights cancelled in Europe </li></ul><ul><li>Total damage to world economy ~5 b n USD (according to Oxford Economics analysis) </li></ul><ul><li>Other characteristics of crisis : </li></ul><ul><ul><li>Peak on weekend </li></ul></ul><ul><ul><li>30 Estravel employees on business-trip to Italy </li></ul></ul><ul><ul><li>1/3 of our staff grounded in Berlin </li></ul></ul>06/16/11
  4. 4. Main problems for clients <ul><li>Stuck in (developing) countries or airports ; </li></ul><ul><li>Need to change or refund the tickets ; </li></ul><ul><li>Lack of info ; </li></ul><ul><li>No money for extra expenses; </li></ul><ul><li>Hotels taking advantage; </li></ul><ul><li>Small children; </li></ul><ul><li>Prescription drugs etc. </li></ul><ul><li>No customer service can guarantee quality service in such conditions. </li></ul>06/16/11
  5. 5. The initial communication strategy <ul><li>Reduce the work of front-line staff by providing info to clients through external communication channels and media </li></ul><ul><li>Launch public 2-way communication with clients to reduce the tension and group similar questions </li></ul><ul><li>In messages concentrate on helping and advising instead of “head counting” </li></ul><ul><li>Use trade association for communicating potentially negative messages </li></ul><ul><li>Activate public sector to take some of the “heat” at them </li></ul><ul><li>Advocate clients in relations with airlines and insurance companies </li></ul><ul><li>Take advantage of crisis: increase the company role as industry (opinion) leader </li></ul><ul><li>Be a positive example of the industry </li></ul>06/16/11
  6. 6. Communication activities <ul><li>Webpage/blog/listmail </li></ul><ul><ul><li>Crisis Blog with regularly updated info </li></ul></ul><ul><ul><li>“ Instruction manual” for those who are abroad </li></ul></ul><ul><ul><li>Responding to comments and inquiries </li></ul></ul><ul><li>Facebook and Twitter </li></ul><ul><ul><li>Regular posts about situation </li></ul></ul><ul><ul><li>Intermediation of travel possibilities </li></ul></ul><ul><ul><li>Real-time correspondence and answers to questions </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Proactive approach with aim to promote in media the topics that are jamming the client service phone and e-mail </li></ul></ul><ul><ul><li>Operative reactive media relations </li></ul></ul><ul><li>Cross-promotion between communication channels </li></ul><ul><li>Contacts with authorities </li></ul>06/16/11
  7. 7. 06/16/11
  8. 8. “ Well done, MoF! ” 06/16/11
  9. 9. Media coverage in main national channels 06/16/11
  10. 10. Documented results <ul><li>Economic success: </li></ul><ul><ul><li>Estravel’s annual (2010) sales rose 5% despite falling market </li></ul></ul><ul><ul><li>Immidiate effect on sales: 12% in May 2010, 16% in June 2010 </li></ul></ul><ul><li>Feedback from clients: NPS score rose to 64% </li></ul><ul><li>Number and quality of media coverage: </li></ul><ul><ul><li>Estravel achieved 2,3 times more clippings than 4 of its largest competitors together </li></ul></ul><ul><ul><li>The tone of coverage: while all other market players were only reporting damages, Estravel provided recommendations and solutions </li></ul></ul><ul><li>Estravel’s communication was awarded as Best Private Sector Project 2010 in Estonian Annual PR Awards </li></ul>06/16/11
  11. 11. Thank you! <ul><li>Communications Bureau Hamburg & Partners </li></ul><ul><li>Tel: +372 611 0105 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Web: www.hamburg.ee </li></ul><ul><li>Office: Roosikrantsi 2, 10119 Tallinn, Estonia </li></ul>06/16/11
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