1. Business As Usual?
Crisis, Reputation and
Marketing in the New
Energy World
Phil Morabito, Chief Executive Officer
Terry Hemeyer, Executive Counsel
Pierpont Communications, Inc.

2. Situation Analysis
• Few companies are prepared for crisis
• Few companies understand their
vulnerabilities
• Few companies build credible
good will
• Few companies continuously
market to maintain their
reputation

3. What are we talking about?

4. Crisis Will Happen
• It will test your organization
• Can enhance or destroy
• Can protect long-term

5. Crisis Objectives
Prevent
Minimize
Take control
Fix problem
Turn to positive

6. Types
Advance notice
Exploding
On-going
Last forever

7. Vulnerabilities

8. Today’s Issues
“All I want in life is an unfair
advantage.”
● Trust ?
● The enemy?

9. Crisis
What should we do?

10. Enhancing A Company’s
Reputation
• Be a thought leader
• Be visible
• Tackle the tough industry issues
• Contribute to the community

11. Enhancing of Company’s
Reputation
• Superior service
• Stand behind your quality product
• Be honest and transparent
• Demonstrate “state of the art”
competence
• Always do the right thing

12. Marketing
• Choose the right reputation tactics
– web/social media
– media relations
– speaking
– sponsorships
– charitable participation / corporate giving /
volunteerism

13. Summary
• Be prepared – crisis can happen at anytime.
• Crisis management is about identifying vulnerabilities,
preventing incidents, minimizing and controlling
incidents that do occur, and safeguarding your brand’s
reputation.
• When incidents do occur, make them a top priority.
Mixed messages, incorrect facts and untimely response
can magnify their impact.
• Always manage and work your reputation.
• Never stop marketing to build your image and expertise.

14. Q&A
Phil Morabito Terry Hemeyer
Chief Executive Officer Executive Counsel
Pierpont Communications, Inc. Pierpont Communications, Inc.
pmorabito@piercom.com themeyer@piercom.com