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Crisis Communications
Monitor your Most
Important Assets
Case Study Of A Luxury Brand
Agenda
 New Crisis Communications landscape
 Crisis Communications vs Reputation Management
 How to track Reputation/CC effectively on the web?
– Who
– What
– When
– Where
– How
 Business Case: International Luxury Group
Context
Our client, a leader in the luxury business, had to deal with:
 A crisis:
One of its brands has launched a limited edition of one of its products, dedicated to a high profile
national figure in a local market. Local Media and Social Media denounced it to protect their
national hero, who was an active supporter of a simple way of life. The brand was forced to
freeze the launch of this product.
 An opportunity:
A Chinese couple, traveling in Paris, had a very good experience with a sales representative from
one of their Boutiques. On their return to Beijing, they posted a positive review on relevant
forums. The boutique manager received more than 100 phone calls from China a few hours
after the reviews had been posted. Everyone now wants to deal with this sales representative.
Before Social Media…
Limited number of sources
1.Press & mass media
2.Web
3. Official documents
4.Intranet
5. Informal networks
Limited number of
stakeholders
1.Customers
2.Employees
3.Providers
4.Regulatory bodies
5.Government bodies
6.Audit & Advisory firms
After Social Media
New Stakeholders
1.Customers
2.Employees
3.Providers
4.Regulatory bodies
5.Government bodies
6.Audit & Advisory firms
7.Professional associations &
networks
8.Media
9. Activists
10.NGOs…
New Sources…
1.Press & mass media
2.Web
3. Official documents
4.Intranet
5. Informal networks
6. Blogs
7. Forums
8. Facebook
9. Twitter…
New SUBJECTS to deal with
1.Strategy
2. CSR
3. Innovation
4.Compliance
5. Product quality
6. Governance
7. Leadership
Local NGO
Website
BBC
Whistle Blower
a.k.a.
security guard,
employee
Press Release
or Conference
with
Local Media
Local NGO
Local News
Blog Translators
Press Release
or
Conference
International
NGOs
International
Media
International
Blogs
International
NGO Website
Day 1
Day 6-7
Day 4-5
Day 8: A Bad Day at
Headquarters
A Bad Day at HQ
Aligned HQ & Markets Global PR & Product PR
Objective:
1 – Provide HQ with worldwide clippings consolidation platform
2 – Provide HQ with consistent media analysis throughout all markets
3 – Provide markets with PR operational solution to enhance productivity & efficiency
Challenges:
1 – Integrate 17+ clipping providers worldwide
2 – Organize indexation + valuation services in 25 languages
3 – Reduce analysis costs – 110 000 clips
Benefits:
1 – Weekly exhaustive media analysis & pressbook (inline)
2 - Risk analysis
3 - Product & Event AVE analysis
4 – 100% automated process
Phase 1
International PR Project Cartier
HQ & Markets Global PR Solution
Objective:
1 – Provide HQ with worldwide monitoring platform
2 – Provide HQ with consistent analysis throughout all markets online/offline
3 – Provide markets with communications operational solution to enhance productivity
& efficiency
Challenges:
1 – Different risks/opportunities across countries, cultures and languages
2 - Myriad of online monitoring local providers and agencies
3 – Too much information
Benefits:
1 – Weekly exhaustive media analysis & pressbook (inline)
2 - Emerging Risk Analysis
3 - Product & Event AVE analysis
4 – 100% automated process
Phase 2
Proactive management strategies can yield a competitive advantage
Latent/ emerging
issue
Public issue Politicized
issue
Legislative/
Regulatory
Issue
Traditional Public Affairs/
Lobbying initiatives
Stakeholder Engagement Zone
Broad Communication Zone
Traditional PR
Stakeholder and Issue Engagement Lifecycle
Issue Cycle
Early Warning Zone
Issue Response Strategy
1. Reduce uncertainty in the
planning process
2. Select highest impact issues
3. Gain additional lead time
4. Transform trends into
opportunities
5. Attune to emerging societal
expectations
Corporate Opportunity
Proactive corporate
communications programs
New Challenges, New Solutions
Connect to the right
Stakeholder Audience
Orchestrate Effective
National & Global
Infrastructure
Measure
Communications
Success
Identified
Collected
Tiered
Maintained
+
=
Communications
Management Platform
Enabled teams and
processes
Proactive engagement
Increased impact of
communication
Measurable success
Corporate
Communications
Portfolio
Crisis intelligence or reputation?
Crisis Intelligence
Reputation
Objectives
Monitoring and
Analysis of the Crisis
Understand
Stakeholders
Perceptions
Value of Information
 INSIGHT
 CREDIBILITY
 RELEVANCE
 IMPACT
 INFLUENCE
 SEGMENTATION
Who, What, Where, Where, How
How to effectively track
your reputational risk in
times of crisis?
Corporation
Business Opportunity /
Risk
Media
coverage
Government
leniency
Employees
commitment
Customers
loyalty
Community
legitimacy
NGO/
Activists
advocacy
Investors
capital
Who?
Connected to Stakeholders
 Comprehensive
centralised database of
government, academic,
NGOs and other
stakeholders
 Customized and
segmented by role,
organization, priority, etc
 Custom ‘On-demand’
audience collection
service
 Automatically refreshed
and updated
Country Level
Local
Level
What?
Market outlooks
Development
Strategies
Safety
HR
Ethics and
Values
Communication
Actions
Employment
CSR
Financial
Performance
Company
Where?
Where?
EDITORIAL
MIX
UGC
Personal, activist
blogs…
Forums, newsgroups &
BBS
Social Networks
Twitter – Experts
Twitter – personal
accounts
Professional &
expert blogs
Wikipedia
Analyst Research
Participatory Journalism
Online Press Specialized press
Corporate,
institutional
websites
Specialized
websites
Comments
How?
Listen to pertinent signals!
Smart Indexing Technology qualitatively enriches
information and allows users access to relevant
selected topics.
Measure your reputational impact!
Automatically calculate the sentiment of articles
in your target languages (including Mandarin,
Arabic and Russian) allowing users to measure
reputational impact.
Monitor sources which deserve it!
An Influence Rating provides a rank and weight to
online material to measure the impact of these
sources. Based on specific parameters it allows
users to segment dedicated website sources where
you and your competitors are positioning.
Track your Reputation Worldwide!
Your technology should be familiar with Latin
and Non-Latin characters and alphabet enabling
competitive intelligence professionals to track
and measure their markets and reputation in
these markets
Multilingual Monitoring
Sentiment AnalysisSmart Indexing Technology (SIT)
Influence Rating (IR)
Engagement with Stakeholders Offline
•Online engagement platform to
outreach on crisis scenarios
•Drive fast, personalized mass
communications
•Push Technology, flexible
outreach (email, mail, fax, SMS)
•Web based for access
anywhere
•Relationship tracking and
history
Polic
y
upda
te
Lates
t
resea
rch
pieceEvent
invite
Happ
y
B-day
Fast, Personalized mass
communications
Push Technology, Flexible sending (email,
mail, fax, SMS), Mass-customization
(names, titles, protocols, etc)
Event Management
Ex. Speaking Tours, seminars, Key
Opinion Leader Liaison programs
Project / Campaign management
Roles, owners, content, activities, targets, etc
Brand, data, issue, product,
crisis driven communications
leveraging:
• Trade shows
• Opinion Leader Liaison
programs
• CSR campaigns &
materials
• Diamond awareness
programs
• Communiqués
• Mailings
• Road shows (speaker
tours)
• Information meetings
• Seminars
• 1:1, 1: few meetings
Educate | Inform | Motivate | Activate | Maintain
A 3-step approach
…
EDITORIAL
ZONE MIXTE
UGC
Personal, activist
blogs…
Forums, newsgroups &
BBS
Social Networks
Twitter – Experts
Twitter – personal
accounts
Professional &
expert blogs
Wikipedia
News websites
Participatory Journalism
Online Press Specialized press
Corporate,
institutional
websites
Specialized
websites
Comments
EDITORIAL
ZONE MIXTE
UGC
Personal, activist
blogs…
Forums, newsgroups &
BBS
Social Networks
Twitter – Experts
Twitter – personal
accounts
Professional &
expert blogs
Wikipedia
News websites
Participatory Journalism
Online Press Specialized press
Corporate,
institutional
websites
Specialized
websites
Comments
ALERTS
REFERENCE
PANEL MAINSTREAM
Engagement with Stakeholders Online
Two parallel goals
eReputation analysis
A Warning dimension
Two information streams
Alert
Analysis
Tracking information in
search engines
A panel of sources
selected because of
their influence and their
relevance
Scope
26 languages
Web
More than 50 brands
Scope
Social Media (blogs,
forums, Facebook, Twitter) &
news websites
Themes
Product/Quality
Development
Strategies
Communications
Ethics and
Values
Safety
Brands CSR
Human
Resources
Employment
An example of search string
• CSR :("social response*" or CSR or "sustainable development" or "responsible metal*
sourcing" or (green w/4 (policy or responsib* or behaviour* or practice*)) or ((environment*
atleast/2 environment*) or "environment* protection" or "working environment") or "blood
diamond*" or "conflict diamond*" or (war W/2 diamond*) or "conflict gold" or ((gold or
gem* or "precious stone*" or diamond* or ruby or rubies) w/4 (extract* or exploit* or
"worker* right*" or "working condition*" or "human health" or "human right*")) or ethic* or
recycl* or fundraising or (child* w/4 (labour or work)) or (carbon W/3 (neutral or offset* or
emission* or reduction or footprint)) or "climate change" or ((environmental or social or
ethical) pre/1 (impact* or performance or project*)) or "employee engagement" or
(renewable pre/2 (energ* or waste)) or "greehouse gas" or "product disposal" or (water
pre/3 (usage or wast* or consumption or contamin* or pollution)) or "responsible sourcing"
or "mining practice*" or ((mercury or cyanide or chemical*) W/5 (pollution OR contamination
OR environment OR ecology OR soiling OR discharge)) or (contamin* W/4 (soil or air)) or
"sulfuric acid drainage" or "waste material*" or "toxic chemical*" or disciminati* or racis* or
"animal abuse" or peta or (diamond W/3 transparency) or "conflict free diamonds" or "rough
diamond act" or ("diamond trade" w/5 (traffic* or illicit*)))
Outcomes
• Examples of detected risks:
 No VIP lines in Japanese shops => Customer Dissatisfaction
 Lack of washing instruction labels on clothes => major Customs Problem
 Carving up living animals by a supplier’s subcontractor => Media Crisis
with NGO
• Examples of detected opportunities:
 Identification of opinion leaders in forums to launch an online campaign
 Detect worst and best practices to help the brand create its fan page on
Facebook
 Identification of best practices in the boutique of a competitor, which can
directly be adapted to our customer’s best practices.
Yes No
Product Launch
Event. Cocktail.
Dinner. Speech
and off home.
7 AM
Lunch meeting
with Tier 1 Opinion
leader. Who last
met him? Who can
brief me?
Pick up red phone for
crisis in Denmark. Which
favourable opinion
leaders could help the
local team?
Project planning
Bloggers Campaign.
How can we
escalate our
influence?Catch up on
online news and
alerts on Social
Media. Get ready
for meetings &
Q2 report.
Check event
registration
for Regional
Authority
roundtable.
Mail new CSR initiative to
1236 European officials,
955 journalists...and
tweet it to 400
followers!
9 AM 11 AM 1 PM 3 PM 5 PM 8 PM
Wake. Grab
coffee. Scan
Blackberry &
press review
for any issues.
Now with the right tools, the new day in the life…
Monitor
ReviewMeasure
Benchmark
A tried and tested formula.
Understanding and
optimizing the impact of
Campaigns; Monthly,
Day to Day
Dashboard Categories
1) Elite Audience Profile – Tier,
Organization
2) Elite Audience Profile - Topic of
Interest
3) Outreach Profile - by Audience,
Campaign and Program
4) Outreach Profile – by Activity
Measured Outcomes- 360° program visibility
Execution metrics (coverage of
material issues, communications
received, delivery metrics, timing,
frequency, channel, preferred
source)
Quality Metrics (quality of the
messages/substance of
communications
Relevance Metrics (relevance,
usefulness of communications)
Influence Metrics (contribution of
communication to change in perception,
commitment level, behavior)
Periodic Measurements ("Pulse" or
"snapshot" measurements, formal
assessments)
Activities Output Outcomes
Takeouts
• Good crisis mgt is all about preparedness
• Practice is as important as the plan
• Show empathy, manage expectations and “reach out”.
• Be ready with an effective response.
• Invest in the appropriate technology to analyse your
stakeholders responses to your crisis management tactics
across all communications channels.
It takes 20 years to
build a reputation and
five minutes to ruin it.
If you think about it,
you'll do things
differently
- Warren Buffett
Thank you…
Leesa Fogarty
Vice President
Northern Europe & APAC
Augure UK Limited
Leesa.Fogarty@augure.com
+44 (0) 7970 621188

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SMICC Manchester

  • 1. Crisis Communications Monitor your Most Important Assets
  • 2. Case Study Of A Luxury Brand
  • 3. Agenda  New Crisis Communications landscape  Crisis Communications vs Reputation Management  How to track Reputation/CC effectively on the web? – Who – What – When – Where – How  Business Case: International Luxury Group
  • 4. Context Our client, a leader in the luxury business, had to deal with:  A crisis: One of its brands has launched a limited edition of one of its products, dedicated to a high profile national figure in a local market. Local Media and Social Media denounced it to protect their national hero, who was an active supporter of a simple way of life. The brand was forced to freeze the launch of this product.  An opportunity: A Chinese couple, traveling in Paris, had a very good experience with a sales representative from one of their Boutiques. On their return to Beijing, they posted a positive review on relevant forums. The boutique manager received more than 100 phone calls from China a few hours after the reviews had been posted. Everyone now wants to deal with this sales representative.
  • 5. Before Social Media… Limited number of sources 1.Press & mass media 2.Web 3. Official documents 4.Intranet 5. Informal networks Limited number of stakeholders 1.Customers 2.Employees 3.Providers 4.Regulatory bodies 5.Government bodies 6.Audit & Advisory firms
  • 6. After Social Media New Stakeholders 1.Customers 2.Employees 3.Providers 4.Regulatory bodies 5.Government bodies 6.Audit & Advisory firms 7.Professional associations & networks 8.Media 9. Activists 10.NGOs… New Sources… 1.Press & mass media 2.Web 3. Official documents 4.Intranet 5. Informal networks 6. Blogs 7. Forums 8. Facebook 9. Twitter… New SUBJECTS to deal with 1.Strategy 2. CSR 3. Innovation 4.Compliance 5. Product quality 6. Governance 7. Leadership
  • 7. Local NGO Website BBC Whistle Blower a.k.a. security guard, employee Press Release or Conference with Local Media Local NGO Local News Blog Translators Press Release or Conference International NGOs International Media International Blogs International NGO Website Day 1 Day 6-7 Day 4-5 Day 8: A Bad Day at Headquarters A Bad Day at HQ
  • 8. Aligned HQ & Markets Global PR & Product PR Objective: 1 – Provide HQ with worldwide clippings consolidation platform 2 – Provide HQ with consistent media analysis throughout all markets 3 – Provide markets with PR operational solution to enhance productivity & efficiency Challenges: 1 – Integrate 17+ clipping providers worldwide 2 – Organize indexation + valuation services in 25 languages 3 – Reduce analysis costs – 110 000 clips Benefits: 1 – Weekly exhaustive media analysis & pressbook (inline) 2 - Risk analysis 3 - Product & Event AVE analysis 4 – 100% automated process Phase 1 International PR Project Cartier
  • 9. HQ & Markets Global PR Solution Objective: 1 – Provide HQ with worldwide monitoring platform 2 – Provide HQ with consistent analysis throughout all markets online/offline 3 – Provide markets with communications operational solution to enhance productivity & efficiency Challenges: 1 – Different risks/opportunities across countries, cultures and languages 2 - Myriad of online monitoring local providers and agencies 3 – Too much information Benefits: 1 – Weekly exhaustive media analysis & pressbook (inline) 2 - Emerging Risk Analysis 3 - Product & Event AVE analysis 4 – 100% automated process Phase 2
  • 10. Proactive management strategies can yield a competitive advantage Latent/ emerging issue Public issue Politicized issue Legislative/ Regulatory Issue Traditional Public Affairs/ Lobbying initiatives Stakeholder Engagement Zone Broad Communication Zone Traditional PR Stakeholder and Issue Engagement Lifecycle Issue Cycle Early Warning Zone Issue Response Strategy 1. Reduce uncertainty in the planning process 2. Select highest impact issues 3. Gain additional lead time 4. Transform trends into opportunities 5. Attune to emerging societal expectations Corporate Opportunity Proactive corporate communications programs
  • 11. New Challenges, New Solutions Connect to the right Stakeholder Audience Orchestrate Effective National & Global Infrastructure Measure Communications Success Identified Collected Tiered Maintained + = Communications Management Platform Enabled teams and processes Proactive engagement Increased impact of communication Measurable success Corporate Communications Portfolio
  • 12. Crisis intelligence or reputation? Crisis Intelligence Reputation Objectives Monitoring and Analysis of the Crisis Understand Stakeholders Perceptions Value of Information  INSIGHT  CREDIBILITY  RELEVANCE  IMPACT  INFLUENCE  SEGMENTATION
  • 13. Who, What, Where, Where, How How to effectively track your reputational risk in times of crisis?
  • 15. Connected to Stakeholders  Comprehensive centralised database of government, academic, NGOs and other stakeholders  Customized and segmented by role, organization, priority, etc  Custom ‘On-demand’ audience collection service  Automatically refreshed and updated Country Level Local Level
  • 18. Where? EDITORIAL MIX UGC Personal, activist blogs… Forums, newsgroups & BBS Social Networks Twitter – Experts Twitter – personal accounts Professional & expert blogs Wikipedia Analyst Research Participatory Journalism Online Press Specialized press Corporate, institutional websites Specialized websites Comments
  • 19. How? Listen to pertinent signals! Smart Indexing Technology qualitatively enriches information and allows users access to relevant selected topics. Measure your reputational impact! Automatically calculate the sentiment of articles in your target languages (including Mandarin, Arabic and Russian) allowing users to measure reputational impact. Monitor sources which deserve it! An Influence Rating provides a rank and weight to online material to measure the impact of these sources. Based on specific parameters it allows users to segment dedicated website sources where you and your competitors are positioning. Track your Reputation Worldwide! Your technology should be familiar with Latin and Non-Latin characters and alphabet enabling competitive intelligence professionals to track and measure their markets and reputation in these markets Multilingual Monitoring Sentiment AnalysisSmart Indexing Technology (SIT) Influence Rating (IR)
  • 20. Engagement with Stakeholders Offline •Online engagement platform to outreach on crisis scenarios •Drive fast, personalized mass communications •Push Technology, flexible outreach (email, mail, fax, SMS) •Web based for access anywhere •Relationship tracking and history Polic y upda te Lates t resea rch pieceEvent invite Happ y B-day Fast, Personalized mass communications Push Technology, Flexible sending (email, mail, fax, SMS), Mass-customization (names, titles, protocols, etc) Event Management Ex. Speaking Tours, seminars, Key Opinion Leader Liaison programs Project / Campaign management Roles, owners, content, activities, targets, etc Brand, data, issue, product, crisis driven communications leveraging: • Trade shows • Opinion Leader Liaison programs • CSR campaigns & materials • Diamond awareness programs • Communiqués • Mailings • Road shows (speaker tours) • Information meetings • Seminars • 1:1, 1: few meetings Educate | Inform | Motivate | Activate | Maintain
  • 21. A 3-step approach … EDITORIAL ZONE MIXTE UGC Personal, activist blogs… Forums, newsgroups & BBS Social Networks Twitter – Experts Twitter – personal accounts Professional & expert blogs Wikipedia News websites Participatory Journalism Online Press Specialized press Corporate, institutional websites Specialized websites Comments EDITORIAL ZONE MIXTE UGC Personal, activist blogs… Forums, newsgroups & BBS Social Networks Twitter – Experts Twitter – personal accounts Professional & expert blogs Wikipedia News websites Participatory Journalism Online Press Specialized press Corporate, institutional websites Specialized websites Comments ALERTS REFERENCE PANEL MAINSTREAM Engagement with Stakeholders Online
  • 22. Two parallel goals eReputation analysis A Warning dimension
  • 23. Two information streams Alert Analysis Tracking information in search engines A panel of sources selected because of their influence and their relevance
  • 25. Scope Social Media (blogs, forums, Facebook, Twitter) & news websites
  • 27. An example of search string • CSR :("social response*" or CSR or "sustainable development" or "responsible metal* sourcing" or (green w/4 (policy or responsib* or behaviour* or practice*)) or ((environment* atleast/2 environment*) or "environment* protection" or "working environment") or "blood diamond*" or "conflict diamond*" or (war W/2 diamond*) or "conflict gold" or ((gold or gem* or "precious stone*" or diamond* or ruby or rubies) w/4 (extract* or exploit* or "worker* right*" or "working condition*" or "human health" or "human right*")) or ethic* or recycl* or fundraising or (child* w/4 (labour or work)) or (carbon W/3 (neutral or offset* or emission* or reduction or footprint)) or "climate change" or ((environmental or social or ethical) pre/1 (impact* or performance or project*)) or "employee engagement" or (renewable pre/2 (energ* or waste)) or "greehouse gas" or "product disposal" or (water pre/3 (usage or wast* or consumption or contamin* or pollution)) or "responsible sourcing" or "mining practice*" or ((mercury or cyanide or chemical*) W/5 (pollution OR contamination OR environment OR ecology OR soiling OR discharge)) or (contamin* W/4 (soil or air)) or "sulfuric acid drainage" or "waste material*" or "toxic chemical*" or disciminati* or racis* or "animal abuse" or peta or (diamond W/3 transparency) or "conflict free diamonds" or "rough diamond act" or ("diamond trade" w/5 (traffic* or illicit*)))
  • 28. Outcomes • Examples of detected risks:  No VIP lines in Japanese shops => Customer Dissatisfaction  Lack of washing instruction labels on clothes => major Customs Problem  Carving up living animals by a supplier’s subcontractor => Media Crisis with NGO • Examples of detected opportunities:  Identification of opinion leaders in forums to launch an online campaign  Detect worst and best practices to help the brand create its fan page on Facebook  Identification of best practices in the boutique of a competitor, which can directly be adapted to our customer’s best practices.
  • 29. Yes No Product Launch Event. Cocktail. Dinner. Speech and off home. 7 AM Lunch meeting with Tier 1 Opinion leader. Who last met him? Who can brief me? Pick up red phone for crisis in Denmark. Which favourable opinion leaders could help the local team? Project planning Bloggers Campaign. How can we escalate our influence?Catch up on online news and alerts on Social Media. Get ready for meetings & Q2 report. Check event registration for Regional Authority roundtable. Mail new CSR initiative to 1236 European officials, 955 journalists...and tweet it to 400 followers! 9 AM 11 AM 1 PM 3 PM 5 PM 8 PM Wake. Grab coffee. Scan Blackberry & press review for any issues. Now with the right tools, the new day in the life…
  • 31. Understanding and optimizing the impact of Campaigns; Monthly, Day to Day Dashboard Categories 1) Elite Audience Profile – Tier, Organization 2) Elite Audience Profile - Topic of Interest 3) Outreach Profile - by Audience, Campaign and Program 4) Outreach Profile – by Activity Measured Outcomes- 360° program visibility Execution metrics (coverage of material issues, communications received, delivery metrics, timing, frequency, channel, preferred source) Quality Metrics (quality of the messages/substance of communications Relevance Metrics (relevance, usefulness of communications) Influence Metrics (contribution of communication to change in perception, commitment level, behavior) Periodic Measurements ("Pulse" or "snapshot" measurements, formal assessments) Activities Output Outcomes
  • 32. Takeouts • Good crisis mgt is all about preparedness • Practice is as important as the plan • Show empathy, manage expectations and “reach out”. • Be ready with an effective response. • Invest in the appropriate technology to analyse your stakeholders responses to your crisis management tactics across all communications channels.
  • 33. It takes 20 years to build a reputation and five minutes to ruin it. If you think about it, you'll do things differently - Warren Buffett
  • 34. Thank you… Leesa Fogarty Vice President Northern Europe & APAC Augure UK Limited Leesa.Fogarty@augure.com +44 (0) 7970 621188

Hinweis der Redaktion

  1. While all crises are unique, they share these traits: “the element of surprise” “insufficient information” “quick pace of events” “intense scrutiny”That Intense Scrutiny is Linked to New Communication Channels and Media – Social Media.Not all “Problems” Constitute a “Crisis”. By asking yourself, if the problem threatens to :severely affect the organization’s normal workflow and distract senior management2) affect the organization’s financial well being?3) hurt the organization’s image and reputation in the eyes of critical constituencies?
  2. Early Warning Zone:Identify, monitor & select issues for action by probability of occurrence & estimated severity of impactIssue Response Strategy From proactive to interactive to accommodative to reactiveStakeholder Engagement ZoneBroad Communication ZoneTraditional Public Affairs/ Lobbying initiatives to create, change or defeat issue legislation
  3. StrengthsWhat is your company’s message and promise to your stakeholders on this issue?ImprovementsDo our stakeholder perceptions reflect our message and promise?How do the media and other intermediaries describe us?Have we identified gaps between intent and perceptionIssuesAre your strategies consistent across stakeholders and regions?Are our communications across the value chain consistent?
  4. The perceptions of the way this company acts as an organization and how it operates within the context of the issues facing the sector could have been negative resulting in significant cost increases and prospective loss of competitive advantage.A large difference in market capital vs. reputational capital has led to significant strategic risks in 3 principle areas:ReputationSustainabilityLicense to operate
  5. Alerts from Google, YouTube, Twitter, RSS etcReference panel of all key topics, entitiesMainstream monitoring sources such as User Generated Content, Mixed Media and Editorial
  6. .
  7. It is not necessarily the reality of how a business manages a crisis that will determine its fate. It's how the organisation is perceived to have managed the crisis: in many ways a crisis turns into a very public, very high stakes audit of management's competence. Get it right and the organisation's reputation and value can be enhanced; get it wrong and serious – and sometimes terminal damage – can result.Monitor your stakeholders, review the influence of your activities, measure the impacts and benchmark.
  8. Good crisis management is all about preparedness. An army spend its life to participate in exercises before it goes to war. In crisis Management practice is as important as the plan.It makes all the difference if a company is ready for all aspects of crisis management, leadership, structure, competence, process. Many companies are ready to face an emergency operationally or a business threat — with a business continuity plan — but not all are ready to defend their reputations in the face of extreme public scrutiny.Characteristics of effective Crisis Management EffortsPlace high value on issue managementThe most effective crisis management takes place before the problem escalates out of control during the "incubation" phase. Some of the biggest potential crises have been identified and addressed before they ever escalated out of control: this is crisis management at its best. This requires an organisational culture that is vigilant for potential crises, has open lines of communication from staff to management, and a willingness to address unpleasant truths. Central to Toyota's problem was its perceived delay in identifying and addressing the situation in the first place. Whatever Toyota says now, and however well it acts, there is a perception from its stakeholders that it ignored the problem until it was forced to take action. Corporate denial appears to have been the order of the day, with the company following the advice of the Japanese proverb: "If it stinks, put a lid on it."Show empathy, manage expectations and reach out. Be ready with an effective response.
  9. Reputation Management is not just for the world’s largest companies…