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KRisk.co
The Institute of Risk Management
Managing Reputational Risk3rd March 2015
Ann Wright, Rough House Media
www.roughhousemedia.co.uk
KRisk.co
KRisk.co
o The value of your reputation to your business
o What to do if criticism went viral
o How to cope if you were besieged by the media
o How your chief executive would handle an aggressive interviewer
o When your company last assessed how it manages crisis communications
Crisis Communications: factors to consider
o Released 6th July 2009
o 14.6 million views
o $180,000,000 drop in share price
o Now part of United Airlines customer service training
o Musician Dave Caroll has a career in crisis management
United Airlines, United Breaks Guitars
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63% of a company’s market value is down to reputation
(Safeguarding Reputation 2013 Weber Shandwick)
The value of reputation
o Poor sales
o Diminished influence
o Ridicule
o Job losses
o Failure & Closure
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o The Tesco horsemeat scandal wiped £30m off its market value
o $24billion wiped off Google’s value in eight minutes when news leaked of a
drop in profits
o $2.2billion fall in market value of Goldman Sachs after a NY Times piece
questioned the CEOs moral fibre
The value of reputation: examples
KRisk.co
KRisk.co
How a crisis escalates
KRisk.co
o Divide into two groups
o You are the senior management of Excel Helicopter Charters
o Please assign roles: CEO, risk manager, head of comms, head of
customer service, head of health and safety
o Discuss the potential risks to Excel business
Exercise 1:
KRisk.co
1. Establish the facts
2. Know your key audiences & what they need to hear
3. Use different communications channels
4. Deliver key messages
5. Communicate frequently
6. CAC – Care, Action, Context
In a crisis:
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Successful companies
Identify what might go wrong in advance
Have procedures to contain
difficult situations
Have prepared
key messages
Have trained personnel
to handle the media
Crisis comms interviews
KRisk.co
Stage one:
1. Audit existing emergency & crisis communications procedures
2. Brainstorm the issues specific to your business
3. Group risks into key categories
4. Prioritise the most damaging
5. Create communications action plans for these
Crisis communications strategy
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1. Create clear procedures, areas of responsibility & chain of command
2. Refine current media and social media policies
3. Develop a communications manual for all staff
Crisis communications strategy Stage two:
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1. Devise your key messages & holding statements
2. Understand how to handle the demands of the media
3. Undergo rigorous practice interviews & consider other
training programmes, such as crisis simulation
Crisis communications strategy Stage three:
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Essentials
1. A clear chain of command
2. Clear areas of responsibility & lines of communication
3. Prepared key messages & holding statements
4. Readily accessible contact details
5. Access to additional phone lines & PR support
KRisk.co
KRisk.co
Exercise 2
A helicopter taking private clients
to the British Grand Prix has crashed
at Silverstone race course.
There is no indication of the cause.
Pilot killed. Two passengers critical.
Lewis Hamilton injured
What do you need to consider?
What are your first actions?
Crisis comms interviews: how to do it
KRisk.co
Going viral
o Free
o Open access
o Instantaneous
o Impossible to control
o Forum for complaints: 32% people who complain via social media expect
a response in 30 minutes (The Social Habit, 2012 Edison Research)
o In 2012, 60% of CEOs thought they could respond to a negative post or
arficle in 24 hours
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o Vital communications channel
o Conveys information widely
o Immediate
o Under your control
The benefits of social media in a crisis
KRisk.co
Monitor & respond
Update regularly
Stay constructive
& factual
Quash speculation
Be accurate & approved
Co-ordinate website &
social media
Using social media in a crisis
Saving your reputation: Greggs 1
Saving your reputation: Greggs 2
Exercise 3:
o Rumours are circulating on social media that the helicopter pilot
had a drink problem
o Discuss the implications for Excel Helicopters
o Devise a holding statement for release to the media
o Decide how to release it
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1. Hungry for information
2. Publish speculation
3. Instantaneous
4. Like “victims”
5. Look for new angles
Rules of engagement with the media
Exercise 4:
o The media are besieging Excel Helicopters HQ in Farnborough
o You have decided to do an interview on Radio Five Live
o Devise a holding statement & key messages for the media
o Decide who is the most appropriate interviewee
o They will then be interviewed
KRisk.co
o Have a robust crisis communications policy
o Have an integrated social media policy
o Prepare key messages in advance
o Monitor what is being said about you
o React quickly, factually, pro-actively & frequently
o Have trained key spokespeople in advance
Smart companies
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Rough House Media
Training
Media training
Crisis comms
Presentation skills
Media master-classes
Press releases
Consultancy
Crisis strategy
PR strategy
Message development
Media relations
Social media
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