This document outlines the importance of having a crisis communication plan in place and discusses the key aspects of managing a crisis effectively. It defines a crisis as an unexpected occurrence that rapidly threatens an organization's future existence if left unmanaged. The document then lists common crisis categories and characteristics. It presents a 9-step crisis communication program that includes preparing messages and content, training a crisis team, monitoring for risks, responding quickly when a crisis hits, and evaluating the response afterward. The overall message is that properly managing a crisis can help build a brand rather than destroy it.

2. Does your organisation have a crisis communication plan in place?

3. Do you know who to talk to when a crisis strikes?

4. A crisis may not be avoidable ...making a mess of crisis communication is @gavinmoffat / puruma / unleashing / potential /

5. What is a crisis?

6. What is a crisis? An unexpected occurrence, developing at an ever-increasing rate of destruction that would rapidly destroy an organisation if left unmanaged.

7. Characteristics of a crisis Its unexpected Threatens future existence of brand Ever increasing spiral of brand destruction

8. Characteristics of a crisis Creates havoc with financial viability of brand Time limited event – it will have an end

9. Categories of a crisis Industrial disaster Economic attack Equipment or plant breakdown Criminal attack Loss of I.P.

10. Categories of a crisis Reputation Legal Acts of God Regulatory Health / staff

11. puruma 9 step crisis communications program - in 9, easy to remember steps

13. Start Monitoring Now Step 1 Know where you stand Benchmark

14. Plan for the worst Step 2 Scenario planning Vulnerability assessment

15. Crisis team Step 3 R&R Contact sheet Chain of command Legal Spokespeople

16. Prepare Step 4 Channels Content providers Dark website / blog Collaboration No time in the midst of a crisis

17. Empower Step 5 Drill Train Test

18. Content Step 6 Messages King Timeous FAQs / facts Drawer stuff Crib sheet

19. Crisis Hits Step 7 Press go Pull our the plan Stuff happens

20. Respond Step 8 Be human Engage

21. Wrap up Step 9 Pulse of customers Evaluate Revise

22. Take note Leading cause of a crisis is the arrogance of top management Market leader visibility has a price If you want to drop the coverage, feed information There are legal implications

23. Take note

24. Take note

25. Managing a crisis that builds the brand – not destroys it

26. Managing a crisis that builds the brand – not destroys it

27. Managing a crisis that builds the brand – not destroys it

28. Managing a crisis that builds the brand – not destroys it

29. In closing – you gotta!

30. Thank you gavin@puruma.com www.puruma.com www.twitter.com/gavinmoffat www.gavinmoffat.com