The document discusses how to manage reputation before, during, and after a crisis. It notes that every crisis is now social, global, and viral. It provides tips for crisis communications, including having safety, normality, and reputation as main goals; assessing and advising on the situation; aligning communications strategy and messaging; and being prepared, timely, and truthful in response. The document warns that a social, global, and viral crisis is inevitable and stresses the importance of monitoring all media to manage reputational impact.

1. Every crisis is now social,
global & viral
How to manage your reputation before,
during & after a crisis
@thomasknorpp
@SainsburysPR Digital Media Manager
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2. A peaceful morning at Sainsbury’s Farnborough
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5. Brace yourselves.
Your social, global
& viral crisis is
coming.
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6. Main goals in a crisis
• Safety
• Normality
• Reputation
The 3Cs: Concern, Control and Commitment
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7. Assess &
advise
Comms
Monitor
strategy
Role of the
comms team
Align comms Messaging
Respond
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8. If the event poses a
significant threat
– to people or the
environment
– to our ability to carry on
normal operations
– could significantly harm
our reputation
If in doubt, call it out.
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9. Hi, I am an issue
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10. Hi, I am an issue
I’m gaining momentum
and I might spread
from where I was first
discovered
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11. Hi, I am an issue
I’m gaining momentum
and I might spread
from where I was first
discovered
I am now a major
business crisis
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12. Remember
• Prepare
• Procedures & people
• Monitor all media
• Context
• Be timely & overreact
• Open and truthful
• Concern, control &
commitment
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13. “After the game is before the game”
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14. Right. Your turn. Questions?
@thomasknorpp
@SainsburysPR Digital Media Manager
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