Could Your Brand Handle A Shark Attack? Prepare For Crises Lurking Beneath Your Brand

Prepare for Crises Lurking Beneath Your Brand

Crisis Management

Today’s Participation

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#CISIONWebinar

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Hello!

Scott Peacock - PR Manager, Visit North Carolina

K.C. Brown - General Manager, Cision Global Insights

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13 Source: Google.com/earth/

• Stick to the facts• “Bite” not “attack”• Expert is in Florida• We support; as a

guiding voice for coastal communities

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Crisis Plan

15 Source: http://www.cnn.com/2015/06/14/us/nc-shark-attacks/

16 Source: https://www.washingtonpost.com/posttv/national/health-science/shark-feeding-frenzy-at-a-north-carolina-beach/2014/10/15/2db1c6e2-54a6-11e4-b86d-184ac281388d_video.html

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Is This a Thing?

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Finding: The Biggest Shark Story in a Decade

Understanding in Context

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N.C. does not own “Shark Attack” and “Shark Attack” does not own N.C. tourism.

“Shark Attack” Conversation

“Visit & Vacation in North Carolina”

Conversation

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Mentioned North Carolina Mentioned Shark Attack

No evidence of people cancelling trips or writing

off N.C. beaches for the future.

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Discovery

Conversation, if not coverage, is thoughtful about sharks being

natural, that we are in their home and their back yard.

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Outcome

Does not seem to be an expectation of action or change by

the state.

It’s not like a shooting or syringes on the beach.

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Result

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• N.C. launched beach safety initiative on website

• Shared materials with local Convention & Visitor Bureau organizations

Insights in Action

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Educational Efforts

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Educational Efforts

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Educational Efforts

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Media Management

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Owned Media

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Media Relations

• Update contente.g. lifeguarded beaches

• Standardize warning flags

• Relationships:– State– Local– Federal

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Preparing for Summer 2016

Questions & Answers

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Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.

Thank You for Attending!

About CisionCision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents:

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