An introduction to the new crisis communications

“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 i

Hang Seng Management College | November 11, 2015

“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?

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Crisis definition

Source: Steven Fink

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Source: Edelman Trust Barometer 2014

Some industries more exposed than others

• Expectations of good behavior, transparency & openness

• Greater accountability to more stakeholders

• Improved stakeholder rights

– Consumers – Whistleblowers

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The role of social media

• 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

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Prepare

Respond Recover

Crisis management framework

1 Control the agenda

2 Fix the problem

3 Adopt the lessons

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Three key crisis response principles

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1 Quickly acknowledge the problem

2 Be as honest as possible

3 Be sincere

Three key crisis communications principles

• Listen

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Tech/data provide opportunities to:

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• 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

Easier said than done!

I MALAYSIA AIRLINES

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

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MH370 crisis timeline – March 2014

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• Acknowledge the issue

• Recognise the urgency of the situation

• Demonstrate it is being taken seriously

• Express empathy for those affected

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Key first response messages

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• ‘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’ …

Classic holding statement phrases

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II MTR stray dog

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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

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Questions

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