Intro Worked in digital for over 15 years. Worked on crises from major global tech outages, to high-profile malfeasance, to recent emergency in Fort MacMurray and companies operating there.
Comment on Fort Mac and irony/challenge of this presentation in light of what happened there
Will talk about: Why you should care about crisis comms Digital’s impact on crises How you can plan, prepare and react
If there’s one constant I’ve seen when it comes to crises, it’s that no-one ever thinks it will happen to them.
First thing to be struck from a scope of work. First thing to be pushed to “phase 2”
And then a crisis hits, and our phones ring, and we have to fix the damage caused by those earlier decisions by companies who choose to put their heads in the sand and pretend that they’re immune to crises.
Vtech 6.5 million profiles Kid Connect Learning Lodge PlanetVTech
VTech was slow to respond and acknowledge the extent of the problem. VTech customers in the US faced long waits from the the company’s Hong Kong headquarters. Companies should have "clearly defined roles and responsibilities, tracking executive spokesperson availability, updated contact lists, statement templates, ready to blast media email lists and call down logs, and direct access to website, social and employee channels" — before a breach hits.
One of the more breathtaking crises of 2015 was the food contamination that Chipotle faced — with ongoing consequences. Until last fall, the chain was upheld as the fast-food model of the future: "food with integrity" is its brand promise. That all changed when the restaurant was linked to a massive E. coli outbreak spanning many states.
Company’s cheery disposition around the outbreak was unnerving.
Stock price fell by nearly 40% December sales in stores open more than a year fell by 30% New food safety measures that the company admitted will hurt profits
Blatter is suspected of criminal mismanagement and misappropriation of FIFA money.
Respectively, of awarding undervalued World Cup broadcasting rights to former vice president Jack Warner in 2005, and making a "disloyal payment" to Platini in February 2011.
Rocked the footballing world. Crisis dragged on for months, and left the reputation of FIFA severely damaged for what will likely be the long term.
Thousands of confidential files were handed over to French tax authorities in 2008, but it was not until February 2015 that the issue hit the headlines, when the Guardian revealed how the bank had helped clients avoid millions in taxes.
Neither did HSBC’s appearance in front of the Treasury Select Committee help, with chairman Douglas Flint and CEO Stuart Gulliver both stopping short of taking personal responsibility.
Fined $637m, and has set aside another $550m for future settlements
Identify team members and roles
Develop guidelines and escalation paths
Training and scenarios
Establish digital platforms
Identify influencers and stakeholders
PREPARE NOW, BENEFIT LATER
• Speed beats smart in crises
• Acknowledge the situation
• Hub information centrally
• Connect emotionally… but don’t react emotionally
• Use digital channels to rebut misinformation
• Data-driven decision making
RESPOND QUICKLY AND FLEXIBLY