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Malcolm discusses the marketing and communications issues relating to business continuity/crisis management and disaster recovery, stressing the importance of planning ahead, being true to corporate vision and ethos, ensuring consistency in communications and actions, and understanding and respecting local values as well as national and international ones. He will illustrate these key principles by referring to case studies including Equitable Life, Johnson & Johnson and Iain Duncan Smith's recent difficulties with £53 a week. Malcolm Oliver is a business author and management consultant with a penchant for iconoclastic perspectives. He has worked in marketing, communications and strategy in financial services for twenty five years, after an earlier career in consumer goods. He was marketing director at two major life insurance companies, then worked as a consultant and adviser to a number of major players, and was founding editor of Argent, the journal of The Financial Services Forum.
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I wouldn't start from here if I were you
Managing Communications in a Time of Trial
Malcolm Oliver
Edinburgh University Business School7 May 2013
Professional iconoclast
Professional iconoclast
Why?Why not?
PR is not a separate discipline
Part of overall communications mix
Marketing promises ...Everyone else delivers or denies
Case studies
The lessons of history
Real-time learning
Case studies
Johnson & Johnson – TylenolEquitable Life
http://www.nottingham.ac.uk/business/cris/ukec2011papers.html
BP – Gulf of MexicoIDS – £53 a week
John Lewis
Key principles
Tell the truth
Key principles
Tell the truthTell the whole truth
Key principles
Tell the truthTell the whole truth
Be true to your values
To thine own self be true
Equitable Life
John Lewis
To thine own self be true?
Key principles
Tell the truthTell the whole truth
Be true to your valuesDon't start from here
Mr Loophole
Key principles
Tell the truthTell the whole truth
Be true to your valuesDon't start from here
Explain what you are doing and why
Key principles
Tell the truthTell the whole truth
Be true to your valuesDon't start from here
Explain what you are doing and whyWatch your back
Competitors Regulators Government Media
Key principles
Tell the truthTell the whole truth
Be true to your valuesDon't start from here
Explain what you are doing and whyWatch your back
Think of your customers and staff
Key principles
Think of your customers and staffBe prepared
Key principles
Think of your customers and staffBe preparedBe decisive
Johnson & Johnson
Key principles
Think of your customers and staffBe preparedBe decisive
And assess the downside impact before deciding
GoogleAmazonStarbucks
Key principles
Think of your customers and staffBe preparedBe decisive
Be sensitive to culture
BP – Gulf of Mexico
Key principles
Think of your customers and staffBe preparedBe decisive
Be sensitive to cultureAdmit your mistakes
Equitable Life
Key principles
Think of your customers and staffBe preparedBe decisive
Be sensitive to cultureAdmit your mistakes
Be – and sound – sincere
Key principles
Think of your customers and staffBe preparedBe decisive
Be sensitive to cultureAdmit your mistakes
Be – and sound – sincereTake a long-term view
Cautionary tales
Choose your words very carefully
Cautionary tales
Choose your words very carefully
Don't create your own disasters
The eclipse of the Cornish eclipse
Cautionary tales
Choose your words very carefully
Don't create your own disasters
It's not what you say ...
There are known knowns; there are things we know that we know.
There are known unknowns; that is to say, there are things that we now know
we don't know.
But there are also unknown unknowns – there are things we do not know we don’t know.
I wouldn't start from here if I were you
Malcolm Oliver
0131 333 539007979 673846
Edinburgh University Business School7 May 2013
