If you don’t have the right resources, your brand can’t defend itself. So how can you quickly and confidently take control of a developing crisis? Learn how Visit North Carolina’s Scott Peacock used crisis communication best practices and Cision Global Insights to keep the state’s tourism afloat during a crisis-filled summer. View our free, on-demand webinar at http://www.cision.com/us/resources/webinars-events/can-your-brand-handle-a-crisis/.

1. Prepare for Crises Lurking Beneath Your Brand
Crisis Management

2. Today’s Participation
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• During today’s webinar, attendees will be in listen-
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#CISIONWebinar

3. 3
Hello!
Scott Peacock - PR Manager, Visit North Carolina
K.C. Brown - General Manager, Cision Global Insights

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13. 13 Source: Google.com/earth/

14. • Stick to the facts
• “Bite” not “attack”
• Expert is in Florida
• We support; as a
guiding voice for
coastal communities
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Crisis Plan

15. 15 Source: http://www.cnn.com/2015/06/14/us/nc-shark-attacks/

16. 16 Source: https://www.washingtonpost.com/posttv/national/health-science/shark-feeding-frenzy-at-a-north-carolina-beach/2014/10/15/2db1c6e2-54a6-11e4-b86d-184ac281388d_video.html

17. 17
Is This a Thing?

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20. 20
Finding: The Biggest Shark Story in a Decade

21. Understanding in Context
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% 7%
N.C. does not own “Shark Attack” and
“Shark Attack” does not own N.C. tourism.
“Shark Attack”
Conversation
“Visit & Vacation
in North Carolina”
Conversation
6% 7%
Mentioned North Carolina Mentioned Shark Attack

22. No evidence of people
cancelling trips or writing
off N.C. beaches for the
future.
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Discovery

23. Conversation, if not coverage, is
thoughtful about sharks being
natural, that we are in their home
and their back yard.
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Outcome

24. Does not seem to be an
expectation of action or change by
the state.
It’s not like a shooting or syringes
on the beach.
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Result

25. • N.C. launched beach
safety initiative on
website
• Shared materials with
local Convention &
Visitor Bureau
organizations
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Insights in Action

26. 26
Educational Efforts

27. 27
Educational Efforts

28. 28
Educational Efforts

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Media Management

30. 30
Owned Media

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Media Relations

32. • Update content
e.g. lifeguarded beaches
• Standardize warning flags
• Relationships:
– State
– Local
– Federal
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Preparing for Summer 2016

33. Questions & Answers
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34. Thank You for Attending!
About Cision
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clients to improve their marketing and strengthen data-driven decision making. Cision also
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