An introduction to the new crisis communications

CPC& CRISIS A brief introduction COMMUNICATIONS Charlie Pownall | CPC & Associates Hang Seng Management College | November 11, 2015 CPC& © CPC & Associates 2015 All rights reserved CPC& Types of negative situations CRISIS PROBLEM ISSUE - SEVERITY + INCIDENT © CPC & Associates 2015 All rights reserved LONGEVITY + CPC& © CPC & Associates 2015 All rights reserved CPC& Crisis definition “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? © CPC & Associates 2015 All rights reserved Source: Steven Fink CPC& INTERNAL EXTERNAL Traditional threats • • • • • • • • Political pressure Regulatory changes Religious/cultural/political controversies Societal outrage Corporate/strategic failure Corporate governance failure Fraud/malpractice Poor employee behaviour ISSUE-LED © CPC & Associates 2015 All rights reserved • • • • • • Cyber attacks • • • • • CEO dismissal Health scares Hostile takeover bids Natural disasters Political unrest Sabotage & extortion Employee injuries/death Industrial disputes IT system failures Product quality recalls INCIDENT-LED CPC& Institutions are not trusted Source: Edelman Trust Barometer 2014 © CPC & Associates 2015 All rights reserved CPC& Some industries more exposed than others © CPC & Associates 2015 All rights reserved Source: Edelman Trust Barometer 2014 CPC& Some new threats… • 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 © CPC & Associates 2015 All rights reserved CPC& The role of social media The internet and social media • • • Triggers INCIDENT CRISIS PROBLEM ISSUE Amplifies Sustains © CPC & Associates 2015 All rights reserved 10 CPC& © CPC & Associates 2015 All rights reserved 27 CPC& © CPC & Associates 2015 All rights reserved 28 CPC& 5Cs of crisis messaging CONCERN COMMITMENT For those affected To help however possible CONTROL At the most senior level © CPC & Associates 2015 All rights reserved CONFIDENCE COMPETENCE But not arrogance In how to handle the crisis 29 CPC& II MTR stray dog © CPC & Associates 2015 All rights reserved 30 CPC& © CPC & Associates 2015 All rights reserved 31 CPC& © CPC & Associates 2015 All rights reserved 32 CPC& © CPC & Associates 2015 All rights reserved 33 CPC& © CPC & Associates 2015 All rights reserved 34 CPC& © CPC & Associates 2015 All rights reserved 35 CPC& © CPC & Associates 2015 All rights reserved 36 CPC& © CPC & Associates 2015 All rights reserved 37 CPC& © CPC & Associates 2015 All rights reserved 38 CPC& tips for responding to crises Quickly acknowledge the problem Control the agenda Be as honest as possible Be sincere Fix the problem Adopt the lessons © CPC & Associates 2015 All rights reserved 39 CPC& Questions © CPC & Associates 2015 All rights reserved 40 THANK YOU CPC & Associates 3/F Nam Wo Hong Building 148 Wing Lok Street Hong Kong cp@charliepownall.com +852 6013 6201 charliepownall.com @cpownall © CPC & Associates 2015 All rights reserved charliepownall.com 41 [...]...CPC& The reality of crises today • • 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 © CPC & Associates 2015 All rights reserved 11 CPC& Crisis management framework Mitigate Recover Prepare Respond © CPC & Associates 2015 All rights reserved 12 CPC& Three key crisis response principles 1 2 3 Control the agenda Fix the problem Adopt the lessons © CPC & Associates 2015 All rights reserved 13 CPC& Three key crisis communications principles... Quickly acknowledge the problem Be as honest as possible Be sincere © CPC & Associates 2015 All rights reserved 14 CPC& Tech/data provide opportunities to: • • • • • • • • • 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 © CPC &... confidence and trust © CPC & Associates 2015 All rights reserved 15 CPC& Easier said than done! • • • • • • • 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 © CPC & Associates 2015 All rights reserved 16 CPC& Two recent crises... CPC& © CPC & Associates 2015 All rights reserved 28 CPC& 5Cs of crisis messaging CONCERN COMMITMENT For those affected To help however possible CONTROL At the most senior level © CPC & Associates 2015 All rights reserved CONFIDENCE COMPETENCE But not arrogance In how to handle the crisis 29 CPC& II MTR stray dog © CPC & Associates 2015 All rights reserved 30 CPC& © CPC & Associates 2015 All rights... 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 19 CPC& © CPC & Associates 2015 All rights reserved 20 CPC& Key first response messages • • • • Acknowledge the issue Recognise the urgency of the situation Demonstrate it is being taken seriously Express empathy for... rights reserved 18 CPC& MH370 crisis timeline – March 2014 © CPC & Associates 2015 All rights reserved 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... … ‘It is understood that’ … ‘Our thoughts are with’ … ‘We are fully committed to … ‘Details will be made available’ … © CPC & Associates 2015 All rights reserved 24 CPC& © CPC & Associates 2015 All rights reserved 25 CPC& © CPC & Associates 2015 All rights reserved 26 CPC& © CPC & Associates 2015 All rights reserved 27 CPC& © CPC & Associates 2015 All rights reserved 28 CPC& 5Cs of crisis messaging ... crises today • • Can strike from anywhere – – – More complex issues More short, sharp shocks More total unknowns Harder to manage – – – – – – News, information & commentary move faster and further... opportunities to: • • • • • • • • • Listen Move fast Communicate what we know Connect emotionally Tell our story convincingly Bypass the mainstream media Respond to many people simultaneously Rebut... 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 ©