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Crush Crises Before They Spread

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Two-thirds of brand crises go international within 24 hours. Can you quickly quell trouble? Preparation starts now, says crisis management expert Peter LaMotte.

Published in: Marketing
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Crush Crises Before They Spread

  1. Peter LaMotte Senior Vice President – Chief of Digital Engagement Being prepared for your future CRISIS
  2. @peterlamotte WE ONCE CONTROLLED THE MESSAGE
  3. @peterlamotte YOU’RE NO LONGER IN CONTROL
  4. WE FOCUS ON THIS PLAN @peterlamotte
  5. AND NOT THESE PLANS @peterlamotte
  6. AND NOT BUILDING THESE PLANS @peterlamotte
  7. INTERNAL   Environmental / Accidents Lawsuits Stock Performance Merger Acquisition Management Change Whistleblowers – Wrongdoing Recall Employee Issues Labor Disputes EXTERNAL   Natural Disasters Terrorist – Criminal Threat Activist Hostile Takeover Consumer Complaints Competitor Threat and more… SOURCES of CRISES @peterlamotte
  8. THREATS ARE BOTH EXTERNAL @peterlamotte
  9. AND INTERNAL @peterlamotte
  10. WE BUILD OUR BRANDS @peterlamotte
  11. WHILE OTHERS CAN DESTROY IT @peterlamotte
  12. The 1st False ASSUMPTION @peterlamotte
  13. AUDIENCES ARE NOW MORE VOCAL @peterlamotte
  14. WE PANIC DURING THE CRISIS @peterlamotte
  15. @peterlamotte
  16. AND THINK SMART@peterlamotte
  17. THE MERGER OF PR & MARKETING @peterlamotte
  18. BUILD DURING PEACETIME @peterlamotte
  19. ONE ON ONE RELATIONSHIPS
  20. USE ALL OF THE TOOLS AT YOUR DISPOSAL TO CONNECT WITH YOUR AUDIENCE
  21. CHOOSE YOUR OWN ADVENTURE @peterlamotte
  22. ADAPT THE CHANGING ENVIRONMENT
  23. DIGITAL CRISIS PLAN CHEAT SHEAT Identify Influencers Identify Stakeholders Asses & Identify Potential Risks Build Social Guidelines Test Execute Review Always Be Monitoring Create Messaging Platforms (Dark Sites) Integrate into Overall Corporate Crisis Plan 1 2 3 4 5 6 7 8 @peterlamotte
  24. IDENTIFYING INFLUENCERS
  25. IDENTIFYING STAKEHOLDERS
  26. SELECTING MONITORING TOOLS @peterlamotte
  27. CREATE YOUR PLATFORMS @peterlamotte
  28. WHO WHAT WHEN WHY WHERE CREATE YOUR SOCIAL GUIDELINES @peterlamotte
  29. INTEGRATE INTO CORPORATE CRISIS PLAN @peterlamotte
  30. TEST, EXECUTE, TRAIN @peterlamotte
  31. 1.  Be Prepared Build a Plan 2.  Know your Strategy 3.  Apologize Sincerely 4.  Correct Media Mistakes 5.  Demonstrate Commitment 6.  Review Messages and Images SOCIAL MEDIA MESSAGING @peterlamotte
  32. CASE STUDIES @peterlamotte
  33. CASE STUDIES @peterlamotte
  34. @peterlamotte THE RULES of the ROAD
  35. BEFORE YOU CAN BUILD A CRISIS TEAM YOU FIRST NEED TO CONDUCT A RISK ASSESMENT RULE #1 @peterlamotte
  36. Catastrophic Critical Marginal Negligible Frequent High High Serious Medium Probable High High Serious Medium Occasional High Serious Medium Low Remote Serious Medium Medium Low Improbable Medium Medium Medium Low IS IT REALLY A CRISIS @peterlamotte
  37. COMMUNICATIONS SHOULD NEVER “OWN” THE CRISIS MANAGEMENT TEAM RULE #2 @peterlamotte
  38. WHAT EXACTLY IS THE ROLE OF PR HERE @peterlamotte
  39. LEGAL* HR OPERATIONS MARKETING LOGISITCS EH&S* SECURITY* COMMUNICATIONS WHO SHOULD BE ON A CRISIS TEAM @peterlamotte
  40. EXECUTIVE TEAM SETS STRATEGY CRISIS TEAM REPORTS RESULTS CONSTANT COMMUNICATIONS @peterlamotte
  41. DON’T WAIT FOR A CRISIS TO CONVENE THE CRISIS TEAM RULE #3 @peterlamotte
  42. CRISIS TEAM’S RULES 1.  REVIEW PLAN 2.  UPDATE PLAN 3.  INTRODUCE NEW TEAM MEMBERS & NEW FUNCTIONS 4.  IDENTIFY NEW THREATS (ONGOING RISK ASSESTMENT) @peterlamotte
  43. REASSESS AND REEVALUATE AT EVERY OPPORTUNITY RULE #4
  44. One  on  One   RELATIONSHIPS  CONNECTING  WITH  WIDER   AUDIENCES   Q&A
  45. THANK YOU @peterlamotte peter@levick.com (202) 375 - 8787

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