Managing PR in a crisis

Chair:Chair:Chair:Chair: Nick Sampson, Master, Marlborough College

Panel:Panel:Panel:Panel: Alexandra Caish, Head of Press, ISC

Jon Gilbert, Journalist and Presenter

Andrew Wigmore, Managing Director, Gunpowder PR

Crisis Management

ANDREW WIGMORE

Definition of a crisis

Nothing focuses the mind more than a crisis.

Make-or-break moments when brands, reputations

and even our careers – hang in the balance.

Definition of a crisis

• For a company a crisis means damage to profits,

its market share and share price

• For a public organisation it means damage to

reputation likely to lead to action against it

• For an individual it means personal reputation

and often a career

For example…

• Terminal 5 – failure to respond swiftly following ‘positive’

release of stories to media

• Gerald Ratner’s critical comments about his own

company’s jewellery

• The failure of Humberside Police to keep and share Ian

Huntley’s previous record

• Hoover’s flying fiasco

• Cadbury Schwepps contaminated chocolate

• Barclay CEO suggesting clever consumers would do well

to steer clear of credit cards

• Coca-Cola’s Dasani water revealed as bottled tap water

Case Study…

Solicitor quizzed over cannabis package claims.

A SOLICITOR has been arrested over claims he

posted cannabis to one of his clients. Police

called at the practice of XXXXXXXXX after his

clients handed over the drugs.

Northern Echo March 2006

In the loop

• A must for a successful crisis management plan

• This means access to the most senior people in an

organisation and access to all the information

• A plan will only work if those dealing with it know

everything

Everyone is involved

• During crisis times, everyone in the

organisation is a potential PR person – from

the person answering the phone, the

receptionist, security guards – everyone has

their part to play

• Clearly define roles and responsibilities, and

ensure that everyone is ‘on message’

Your crisis planThe main ingredients of any crisis plan should include:

• What constitutes a crisis?

• Who decides it is a crisis?

• Who is in charge during a crisis?

• Who needs to know what during a crisis?

• How do you communicate during a crisis – external and

internal audiences?

• What resources/facilities are needed during a crisis?

• Who decides when the crisis is over?

• Who keeps the crisis plan up-to-date?

• Regular rehearsals and testing of procedures to prepare

for a crisis

GOOD CRISIS MANAGMENT

• No, or very few, negative headlines

• Little impact on share price/ market share

• Little effect on reputation

“one should never make one’s début with a

scandal. One should reserve that to give an

interest to one’s old age.”Oscar Wilde