crush crises before they spread

Peter LaMotteSenior 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

WE FOCUS

ON THIS PLAN @peterlamotte

AND NOT THESE PLANS

@peterlamotte

AND NOT BUILDING THESE PLANS

@peterlamotte

INTERNAL  

Environmental / AccidentsLawsuits

Stock PerformanceMerger Acquisition

Management ChangeWhistleblowers – Wrongdoing

RecallEmployee IssuesLabor Disputes

EXTERNAL  

Natural DisastersTerrorist – Criminal Threat

Activist Hostile Takeover

Consumer ComplaintsCompetitor Threat

and more…

SOURCES of CRISES

@peterlamotte

THREATS ARE BOTH EXTERNAL

@peterlamotte

AND INTERNAL

@peterlamotte

WE BUILD OUR BRANDS

@peterlamotte

WHILE OTHERS CAN DESTROY IT

@peterlamotte

The 1st False ASSUMPTION

@peterlamotte

AUDIENCES ARE NOW MORE

VOCAL

@peterlamotte

WE PANIC DURING THE CRISIS

@peterlamotte

@peterlamotte

AND THINK SMART @peterlamotte

THE MERGER OF PR & MARKETING

@peterlamotte

BUILD DURING PEACETIME

@peterlamotte

ONE ON ONE

RELATIONSHIPS

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

CHOOSE YOUR OWN ADVENTURE

@peterlamotte

ADAPT THE CHANGING ENVIRONMENT

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

IDENTIFYING INFLUENCERS

IDENTIFYING STAKEHOLDERS

SELECTING MONITORING TOOLS

@peterlamotte

CREATE YOUR PLATFORMS

@peterlamotte

WHO WHAT WHEN WHY

WHERE

CREATE YOUR SOCIAL GUIDELINES

@peterlamotte

INTEGRATE INTO CORPORATE CRISIS PLAN

@peterlamotte

TEST, EXECUTE, TRAIN @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

CASE STUDIES

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CASE STUDIES

@peterlamotte

@peterlamotte

THE RULES of the ROAD

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