How to Foster Brand Resilience Before and After a Crisis

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Information about How to Foster Brand Resilience Before and After a Crisis

Published on March 1, 2016

Author: DEVENEY

Source: slideshare.net

1. @johndeveney #rescon16 Lessons Learned and Expert Recommendations on How to Foster Brand Resilience Before and After a Crisis John Deveney, ABC, APR, Fellow PRSA, IABC Fellow

2. @johndeveney #rescon16 Expert Recommendations TOURISM CIVIC ENGAGEMENT HEALTH CARE BUSINESS COMMUNITY GOVERNMENT AFFAIRS / RECREATION Mark Romig - New Orleans Tourism Marketing Corporation, President & CEO Anne Milling - Women of the Storm, Founder Michael Hecht - GNO, Inc., President & CEO Greg Feirn - LCMC Health, President & CEO Vic Richard III – NORDC, CEO

3. @johndeveney #rescon16

4. @johndeveney #rescon16 1.Action Plan • Streamlined, functional • Exposure/Vulnerability audit • Evaluation responsibility and standard: Trigger events • Prepared to respond • Facilities, equipment • Practiced • Daily plan

5. @johndeveney #rescon16 2. Chain of Command • Composition, membership of response team • Team roles • Changes in roles and responsibilities during a response • Contact information/lists • Locations for command posts, media centers

6. @johndeveney #rescon16 2.1 Team Positions/Responsibilities • Crisis coordinator • Strategist(s) • Lawyer(s) • Spokesperson(s) • Info gatherer(s) • Writer(s) • Web manager • Command post manager • Media center manager • Log keeper(s)/administrative support • Courier(s) • Multimedia support • Victim group manager • Security

7. @johndeveney #rescon16 2.2 Who Should Be Spokesperson • Chief Executive Officer (CEO) • Vice President • Director of Communication • A Third-Party representative • Hired gun

8. @johndeveney #rescon16 2.3 Responsibilities Crisis Manager • Oversee all communication during the crisis • Report directly to senior management • Direct the command post • Should be a highly skilled communication professional • Should delegate “normal” responsibilities during the crisis • Understand organization and its capabilities • Thorough understanding of the corporate culture

9. @johndeveney #rescon16 2.3 Responsibilities Crisis Coordinator • Coordinate care for injured/displaced persons • Coordinate care of other damaged persons/companies • Contact appropriate authorities • Report directly to the Crisis Manager Strategist(s) • Internal employees or external consultants • Counsel crisis team and senior management • Sees big picture, anticipate internal and external demands • Should not be tied down implementing tasks, just advise and observe • Should be privy to all information

10. @johndeveney #rescon16 2.3 Responsibilities Lawyers • Define who is at fault • Advise on likelihood of future litigation • Should be privy to all information • Conduct investigation • Retain experts • Handle court orders • Handle regulatory agencies • Report directly to senior management • Work closely with strategists • Should be media trained

11. @johndeveney #rescon16 2.3 Responsibilities Spokesperson(s) • Should be media trained • Articulate and level headed under stress • Should not have any other responsibilities during crisis • Oversee all communication during the crisis • Conduct follow up to designated audiences and evaluation • Direct the media center

12. @johndeveney #rescon16 2.3 Responsibilities Information Gatherer(s) • Media trained • Understand what media needs and wants • Liaison with other responders and agencies • Gather information about the crisis • Monitor all news coverage • Monitor attitudes/moral of all identified audiences • Can condense gathered info into concise points

13. @johndeveney #rescon16 2.3 Responsibilities Writer(s) • Quickly comprehend facts and key data • Perform under pressure and on deadline • Understand legal ramifications of public comment • Work closely with strategists and lawyers Web Manager • Monitor • Engage phantom site • Identify rogue sites, list serves, bulletin board threats • Maintain Web site

14. @johndeveney #rescon16 3. Technology Infrastructure • Phantom web site • 800 number • Social media channels, halt protocol • Crisis team phones: programmed, remote, satellite, group distribution • Portable kits

15. @johndeveney #rescon16 4. Business Continuance Strategy • Staffing • Crisis team • Expertise: legal, operations, communication, monitoring/analysis, counseling, security/crowd control • Off-site offices, payroll, accounts receivables

16. @johndeveney #rescon16 5. Messaging Strategy • Media policy • Messaging platform, draft content in various formats • Spokespeople: trained, tested, available, subject matter experts • Third parties: recruited, trained

17. @johndeveney #rescon16 Expert Recommendations TOURISM CIVIC ENGAGEMENT HEALTH CARE BUSINESS COMMUNITY GOVERNMENT AFFAIRS / RECREATION Mark Romig - New Orleans Tourism Marketing Corporation, President & CEO Anne Milling - Women of the Storm, Founder Michael Hecht - GNO, Inc., President & CEO Greg Feirn - LCMC Health, President & CEO Vic Richard III – NORDC, CEO

18. @johndeveney #rescon16 Mark Romig Tourism • Identify your community’s strengths • Have a good communication system in place o Know where your key decision makers are going to be • Use social media to your advantage • Work with the media • Keep a forward-looking attitude

19. @johndeveney #rescon16 Anne Milling Civic Engagement • Diversity • Distribution of tasks • Demand accountability

20. @johndeveney #rescon16 Greg Feirn Healthcare • Planning o You can’t prepare for everything o Learn from other communities • Roleplay • Make sure your executive team members are prepared • Communicate your action plan • Business continuity plan • Consider what’s important to your team

21. @johndeveney #rescon16 Michael Hecht Business Community Success depends on: • Consistent leadership • Business involvement • Education • Infrastructure • Place-based development • Luck

22. @johndeveney #rescon16 Vic Richard Government Affairs/Recreation • Consider your community’s must-haves • Financial discipline • Infrastructure • Expect the worst-case scenario • Make sure your records are in order • Leadership • Understand the value of your assets • Corporate relationships • Don’t lose faith!

23. @johndeveney #rescon16 Lessons Learned and Expert Recommendations on How to Foster Brand Resilience Before and After a Crisis John Deveney, ABC, APR, Fellow PRSA, IABC Fellow

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