Crush Crises Before They Spread

•

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Two-thirds of brand crises go international within 24 hours. Can you quickly quell trouble? Preparation starts now, says crisis management expert Peter LaMotte.

Marketing

Peter LaMotte
Senior Vice President – Chief of Digital Engagement
Being prepared
for your future
CRISIS

@peterlamotte
WE ONCE CONTROLLED
THE MESSAGE

@peterlamotte
YOU’RE NO LONGER IN CONTROL

AND NOT BUILDING
THESE PLANS
@peterlamotte

INTERNAL

Environmental / Accidents
Lawsuits
Stock Performance
Merger Acquisition
Management Change
Whistleblowers – Wrongdoing
Recall
Employee Issues
Labor Disputes
EXTERNAL

Natural Disasters
Terrorist – Criminal Threat
Activist
Hostile Takeover
Consumer Complaints
Competitor Threat
and more…
SOURCES of CRISES
@peterlamotte

WHILE OTHERS
CAN DESTROY IT
@peterlamotte

AUDIENCES ARE NOW MORE
VOCAL
@peterlamotte

WE PANIC
DURING THE
CRISIS
@peterlamotte

THE MERGER OF
PR & MARKETING
@peterlamotte

USE ALL OF THE
TOOLS AT YOUR
DISPOSAL TO
CONNECT WITH
YOUR AUDIENCE

DIGITAL CRISIS PLAN CHEAT SHEAT
Identify
Influencers
Identify
Stakeholders
Asses &
Identify
Potential
Risks
Build
Social
Guidelines
Test
Execute
Review
Always
Be
Monitoring
Create
Messaging
Platforms
(Dark Sites)
Integrate into
Overall
Corporate
Crisis Plan
1 2 3 4
5 6 7 8
@peterlamotte

SELECTING MONITORING TOOLS
@peterlamotte

WHO
WHAT
WHEN
WHY
WHERE
CREATE YOUR SOCIAL GUIDELINES
@peterlamotte

INTEGRATE
INTO CORPORATE CRISIS PLAN
@peterlamotte

1.  Be Prepared Build a Plan
2.  Know your Strategy
3.  Apologize Sincerely
4.  Correct Media Mistakes
5.  Demonstrate Commitment
6.  Review Messages and Images
SOCIAL MEDIA MESSAGING
@peterlamotte

BEFORE YOU CAN BUILD
A CRISIS TEAM YOU FIRST
NEED TO CONDUCT
A RISK ASSESMENT
RULE #1
@peterlamotte

Catastrophic Critical Marginal Negligible
Frequent High High Serious Medium
Probable High High Serious Medium
Occasional High Serious Medium Low
Remote Serious Medium Medium Low
Improbable Medium Medium Medium Low
IS IT REALLY A CRISIS
@peterlamotte

COMMUNICATIONS SHOULD
NEVER “OWN” THE CRISIS
MANAGEMENT TEAM
RULE #2
@peterlamotte

WHAT EXACTLY IS THE ROLE OF PR HERE
@peterlamotte

LEGAL*
HR
OPERATIONS
MARKETING
LOGISITCS
EH&S*
SECURITY*
COMMUNICATIONS
WHO SHOULD BE
ON A CRISIS TEAM
@peterlamotte

EXECUTIVE TEAM
SETS STRATEGY
CRISIS TEAM
REPORTS RESULTS
CONSTANT COMMUNICATIONS
@peterlamotte

DON’T WAIT FOR A CRISIS
TO CONVENE THE
CRISIS TEAM
RULE #3
@peterlamotte

CRISIS TEAM’S RULES
1.  REVIEW PLAN
2.  UPDATE PLAN
3.  INTRODUCE NEW TEAM MEMBERS & NEW FUNCTIONS
4.  IDENTIFY NEW THREATS (ONGOING RISK ASSESTMENT)
@peterlamotte

REASSESS
AND REEVALUATE
AT EVERY
OPPORTUNITY
RULE #4

One
on
One

RELATIONSHIPS
CONNECTING
WITH
WIDER

AUDIENCES

Q&A

THANK YOU
@peterlamotte
peter@levick.com
(202) 375 - 8787

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Crush Crises Before They Spread

1. Peter LaMotte Senior Vice President – Chief of Digital Engagement Being prepared for your future CRISIS

2. @peterlamotte WE ONCE CONTROLLED THE MESSAGE

3. @peterlamotte YOU’RE NO LONGER IN CONTROL

4. WE FOCUS ON THIS PLAN @peterlamotte

5. AND NOT THESE PLANS @peterlamotte

6. AND NOT BUILDING THESE PLANS @peterlamotte

7. INTERNAL Environmental / Accidents Lawsuits Stock Performance Merger Acquisition Management Change Whistleblowers – Wrongdoing Recall Employee Issues Labor Disputes EXTERNAL Natural Disasters Terrorist – Criminal Threat Activist Hostile Takeover Consumer Complaints Competitor Threat and more… SOURCES of CRISES @peterlamotte

8. THREATS ARE BOTH EXTERNAL @peterlamotte

9. AND INTERNAL @peterlamotte

10. WE BUILD OUR BRANDS @peterlamotte

11. WHILE OTHERS CAN DESTROY IT @peterlamotte

12. The 1st False ASSUMPTION @peterlamotte

13. AUDIENCES ARE NOW MORE VOCAL @peterlamotte

14. WE PANIC DURING THE CRISIS @peterlamotte

15. @peterlamotte

16. AND THINK SMART@peterlamotte

17. THE MERGER OF PR & MARKETING @peterlamotte

18. BUILD DURING PEACETIME @peterlamotte

19. ONE ON ONE RELATIONSHIPS

20. USE ALL OF THE TOOLS AT YOUR DISPOSAL TO CONNECT WITH YOUR AUDIENCE

21. CHOOSE YOUR OWN ADVENTURE @peterlamotte

22. ADAPT THE CHANGING ENVIRONMENT

23. DIGITAL CRISIS PLAN CHEAT SHEAT Identify Influencers Identify Stakeholders Asses & Identify Potential Risks Build Social Guidelines Test Execute Review Always Be Monitoring Create Messaging Platforms (Dark Sites) Integrate into Overall Corporate Crisis Plan 1 2 3 4 5 6 7 8 @peterlamotte

24. IDENTIFYING INFLUENCERS

25. IDENTIFYING STAKEHOLDERS

26. SELECTING MONITORING TOOLS @peterlamotte

27. CREATE YOUR PLATFORMS @peterlamotte

28. WHO WHAT WHEN WHY WHERE CREATE YOUR SOCIAL GUIDELINES @peterlamotte

29. INTEGRATE INTO CORPORATE CRISIS PLAN @peterlamotte

30. TEST, EXECUTE, TRAIN @peterlamotte

31. 1.  Be Prepared Build a Plan 2.  Know your Strategy 3.  Apologize Sincerely 4.  Correct Media Mistakes 5.  Demonstrate Commitment 6.  Review Messages and Images SOCIAL MEDIA MESSAGING @peterlamotte

32. CASE STUDIES @peterlamotte

33. CASE STUDIES @peterlamotte

34. @peterlamotte THE RULES of the ROAD

35. BEFORE YOU CAN BUILD A CRISIS TEAM YOU FIRST NEED TO CONDUCT A RISK ASSESMENT RULE #1 @peterlamotte

36. Catastrophic Critical Marginal Negligible Frequent High High Serious Medium Probable High High Serious Medium Occasional High Serious Medium Low Remote Serious Medium Medium Low Improbable Medium Medium Medium Low IS IT REALLY A CRISIS @peterlamotte

37. COMMUNICATIONS SHOULD NEVER “OWN” THE CRISIS MANAGEMENT TEAM RULE #2 @peterlamotte

38. WHAT EXACTLY IS THE ROLE OF PR HERE @peterlamotte

39. LEGAL* HR OPERATIONS MARKETING LOGISITCS EH&S* SECURITY* COMMUNICATIONS WHO SHOULD BE ON A CRISIS TEAM @peterlamotte

40. EXECUTIVE TEAM SETS STRATEGY CRISIS TEAM REPORTS RESULTS CONSTANT COMMUNICATIONS @peterlamotte

41. DON’T WAIT FOR A CRISIS TO CONVENE THE CRISIS TEAM RULE #3 @peterlamotte

42. CRISIS TEAM’S RULES 1.  REVIEW PLAN 2.  UPDATE PLAN 3.  INTRODUCE NEW TEAM MEMBERS & NEW FUNCTIONS 4.  IDENTIFY NEW THREATS (ONGOING RISK ASSESTMENT) @peterlamotte

43. REASSESS AND REEVALUATE AT EVERY OPPORTUNITY RULE #4

44. One on One RELATIONSHIPS CONNECTING WITH WIDER AUDIENCES Q&A

45. THANK YOU @peterlamotte peter@levick.com (202) 375 - 8787

Crush Crises Before They Spread

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