Crisis Ready: Build an Invincible Brand Slide Deck
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This document discusses how to build an organization that is ready to effectively respond to crises. It outlines three key steps: 1) Define the difference between an issue and a crisis based on the level of impact and disruption. Crises threaten long-term negative impacts to stakeholders, environment, operations, reputation or finances. 2) Consider potential worst-case scenarios an organization may face, such as cyber attacks, misconduct, accidents, disasters or regulatory incidents. 3) Take a 360 degree view by understanding stakeholders' expectations and how to meet them in real-time in order to build trust in the brand and minimize negative impacts. The overall goal is to make an organization "crisis ready" so
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- 2. The entire organization instinctively knows how to: ๏ผ Detect a rising risk/threat, ๏ผ Assess its impact on the organization, ๏ผ Respond effectively in a way that increases stakeholder trust in the brand. Crisis Ready:
- 4. The longer you take to effectively respond to a crisis, the more of a crisis response penalty (CRP) you will suffer. CRISIS READY RULE:
- 6. CRISIS a negative event or situation that will stop business as usual to some extent, as it will require immediate decision making and guidance from leadership, as it threatens long-term negative impact on: โข People (stakeholders), โข Environment, โข Business operations, โข Organizationโs reputation, and/or โข Organizationโs bottom line.
- 7. ISSUE a negative event or situation that either does not stop business as usual, and/or does not threaten long-term negative impact on any of the five business attributes mentioned. However, this is not to say that issues arenโt important to quickly detect and manage. Mismanaged issues can and do develop into crises.
- 10. Examples of high-risk scenarios โข Cybersecurity incident โข Executive or employee misconduct in the workplace โข Executive or employee misconduct outside the workplace, with direct impact on the organization โข Foodborne illness / contamination โข Key person event โข Misconduct or failure of a key external stakeholder that directly impacts the organization โข Misstatement of financials โข Natural disaster โข Offsite accident or catastrophe โข Onsite accident or catastrophe โข Organized activism against the organization โข Product failure โข Regulatory incident โข Workplace disruption โข Workplace violence
- 11. Take a 360o View
- 12. ๏ง Who are your stakeholders? ๏ง How will they feel? ๏ง What are their expectations? ๏ง How can you put measures in place to meet those expectations, in real-time? Understanding & meeting expectations
- 13. Build brand invincibilityโฆ Define issue vs. crisis Consider worst-case scenarios Take a 360o view 1 2 3
- 14. Crisis Ready Building an INVINCIBLE Brand in an Uncertain World By Melissa Ages