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An Introduction to The New Crisis Communications

A primer for media and communications students on the fundamentals of crisis communications today

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An Introduction to The New Crisis Communications

  1. 1. Hang Seng Management College | November 2015 CPC& CRISIS An introduction COMMUNICATIONS
  2. 2. CPC& © CPC & Associates 2015. All rights reserved 2
  3. 3. 3 CPC& Types of negative situations INCIDENT CRISIS PROBLEM ISSUE -SEVERITY+ - LONGEVITY + © CPC & Associates 2015. All rights reserved
  4. 4. 4 CPC& INCIDENT CRISIS PROBLEM ISSUE Corruption @ FIFA © CPC & Associates 2015. All rights reserved
  5. 5. 5 CPC& INCIDENT CRISIS PROBLEM ISSUE HKU Vice Chancellor elections © CPC & Associates 2015. All rights reserved
  6. 6. CPC& © CPC & Associates 2015. All rights reserved EU immigration 6
  7. 7. “A significant negative event that contains actual or potential risk to life, health, environment, business continuity, reputation or those relationships a company requires to operate its business.” • Is this situation a precursor that risks escalating in intensity? • Does it risk coming under close scrutiny? • Will it interfere with normal business operations? • Will it jeopardise our public image or bottom line? 7 CPC& Crisis definition Source: Steven Fink© CPC & Associates 2015. All rights reserved
  8. 8. • Political pressure • Regulatory changes • Religious/cultural/political controversies • Societal outrage • Cyber attacks • Health scares • Hostile takeover bids • Natural disasters • Political unrest • Sabotage & extortion • Corporate/strategic failure • Corporate governance failure • Fraud/malpractice • Poor employee behaviour • CEO dismissal • Employee injuries/death • Industrial disputes • IT system failures • Product quality recalls EXTERNALINTERNAL ISSUE-LED INCIDENT-LED 8 CPC& Traditional threats © CPC & Associates 2015. All rights reserved
  9. 9. 9 CPC& Institutions are not trusted © CPC & Associates 2015. All rights reserved Source: Edelman Trust Barometer 2014
  10. 10. Source: Edelman Trust Barometer 2014 10 CPC& Some industries more exposed than others © CPC & Associates 2015. All rights reserved
  11. 11. • IT security/confidentiality – Hacking • Privacy • Activism – Traditionally: campaign groups, local communities, investors – Now also customers and employees • Expectations of good behavior, transparency & openness • Greater accountability to more stakeholders • Improved stakeholder rights – Consumers – Whistleblowers 11 CPC& Some new threats… © CPC & Associates 2015. All rights reserved
  12. 12. The role of social media The internet and social media CPC& 12 • Triggers • Amplifies • Sustains INCIDENT CRISIS PROBLEM ISSUE © CPC & Associates 2015. All rights reserved
  13. 13. • Can strike from anywhere – More complex issues – More short, sharp shocks – More total unknowns • Harder to manage – News, information & commentary move faster and further – Immediate expectation of responsiveness and dialogue – Everyone has a voice, but who is credible and trusted? – Fickleness and volatility of opinion – More rumours, misinformation, disinformation – Harder to conceal smoking guns 13 CPC& The reality of crises today © CPC & Associates 2015. All rights reserved
  14. 14. Mitigate Prepare Respond Recover 14© CPC & Associates 2015. All rights reserved CPC& Crisis management framework
  15. 15. 1. Control the agenda 2. Fix the problem 3. Adopt the lessons 15 CPC& Three key crisis response principles © CPC & Associates 2015. All rights reserved
  16. 16. 1. Quickly acknowledge the problem 2. Be as honest as possible 3. Be sincere 16 CPC& Three key crisis communications principles © CPC & Associates 2015. All rights reserved
  17. 17. • Listen • Move fast • Communicate what we know • Connect emotionally • Tell our story convincingly • Bypass the mainstream media • Respond to many people simultaneously • Rebut rumours, mis and disinformation • Rebuild confidence and trust 17 CPC& Tech/data provide opportunities to: © CPC & Associates 2015. All rights reserved
  18. 18. • You don’t know what’s happening • Information is partial and inaccurate • Rumour and speculation are spreading fast online • The media is calling • Legal is telling you to say nothing • Management has gone missing • Panic is taking over 18 CPC& Easier said than done! © CPC & Associates 2015. All rights reserved
  19. 19. I. Malaysia Airlines MH370 II. MTR Corporation stray dog Two recent crises 19© CPC & Associates 2015. All rights reserved CPC&
  20. 20. I MALAYSIA AIRLINES 20© CPC & Associates 2015. All rights reserved CPC&
  21. 21. 02.40 MAS loses contact with MH370 07.24 First public confirmation of loss 08.13 MAS social media profiles updated 09.00 MAS starts contacting next-of-kin 12.00 MAS CEO press conference 13.46 VN media reports crash nr Tho Chu Island 14.00 Passenger manifest released 14.30 MY Transport Min denies VN crash 16.20 VN confirms loss of plane in airspace 19.00 VN navy confirms no wreckage found 22.00 Rumours circulate of passengers with stolen passports 21 CPC& MH370 crisis timeline – March 2014 © CPC & Associates 2015. All rights reserved
  22. 22. 22 CPC& © CPC & Associates 2015. All rights reserved
  23. 23. • Acknowledge the issue • Recognise the urgency of the situation • Demonstrate it is being taken seriously • Express empathy for those affected 23 CPC& Key first response messages © CPC & Associates 2015. All rights reserved
  24. 24. 24 CPC& © CPC & Associates 2015. All rights reserved
  25. 25. 25 CPC& © CPC & Associates 2015. All rights reserved
  26. 26. • ‘It is reported’ … • ‘We are aware of’ … • ‘It is understood that’ … • ‘Our thoughts are with’ …. • ‘We are fully committed to’ … • ‘Details will be made available’ … 26 CPC& Classic holding statement phrases © CPC & Associates 2015. All rights reserved
  27. 27. CPC& 27© CPC & Associates 2015. All rights reserved
  28. 28. CPC& 28© CPC & Associates 2015. All rights reserved
  29. 29. CPC& 29© CPC & Associates 2015. All rights reserved
  30. 30. CPC& 30© CPC & Associates 2015. All rights reserved
  31. 31. 31 CPC& © CPC & Associates 2015. All rights reserved
  32. 32. CONCERN For those affected COMMITMENT To help however possible CONTROL At the most senior level CONFIDENCE But not arrogance COMPETENCE In how to handle the crisis 32 CPC& 5Cs of crisis messaging © CPC & Associates 2015. All rights reserved
  33. 33. 33 CPC& The press conference © CPC & Associates 2015. All rights reserved
  34. 34. II MTR stray dog 34© CPC & Associates 2015. All rights reserved CPC&
  35. 35. 35 CPC& © CPC & Associates 2015. All rights reserved
  36. 36. 36 CPC& © CPC & Associates 2015. All rights reserved
  37. 37. 37 CPC& © CPC & Associates 2015. All rights reserved
  38. 38. 38 CPC& © CPC & Associates 2015. All rights reserved
  39. 39. 39 CPC& © CPC & Associates 2015. All rights reserved
  40. 40. 1. Quickly acknowledge the problem 2. Control the agenda 3. Be as honest as possible 4. Be sincere 5. Fix the problem 6. Adopt the lessons 6 tips for responding to crises CPC& 40© CPC & Associates 2015. All rights reserved
  41. 41. 41 Questions © CPC & Associates 2015. All rights reserved CPC&
  42. 42. 42charliepownall.com© CPC & Associates 2015. All rights reserved THANK YOU. @cpownall +44 20 3856 3599 cp@charliepownall charliepownall.com

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