Part two of the CIM PR Bootcamp event at MMU Business School

1. 5 November
2015
Storytelling
Logo here

2. For PR managers who want their
campaigns to stand out,
Smoking Gun is the most ingenious PR
company - famous for solving PR
problems in the most inventive and
unique ways

3. ”You can lose reputation that
has taken many decades to
build, in a simple click. This
should put good PR at the
centre of things.”
Part 2.

4. An issue or a crisis?
“the media feeds on itself and feasts of
social media”

5. Who’s been in a crisis lately?

6. What’s the biggest threat
to your business today?

8. Which means you now have to be fast

9. Everyone’s a journalist (and a detective)

10. Why does it matter?
• Your reputation as a business asset
• Not on the balance sheet but yet VW has lost 5 billion dollars in valuation
• Intangible worth supported by reputation
• Pay it forwards and build up good will & an army of advocates willing to support
you = a buffer

11. Always on monitoring

12. Have a recovery plan
• Move on the narrative
• Have your wider achievements in society to
hand:
• economic benefit
• jobs created
• upskilling workforce
• educational tie ins
• Digital legacy needs addressing (links, power
articles etc)

13. Break Out….
• Work as a team to come up with a straight forward and implementable
action plan for preparing for a crisis in one of your businesses.
• Report back in 10 mins

14. Have you…
• Got a Crisis plan in place?
• Clear tree of responsibilities: who/what/where/when
• Pre approved generic statements covering likely scenarios
• Know the influencers and stakeholders you need to liaise
with - when di you lost review your power v inflect matrix?
• ‘Black pages’ for your website
• Don’t operate in a silo: join up internal comms / customer
service / wider marketing / schedules social posts / planned
advertising

15. Thanksforlistening!
Strategy Implementation Evaluation