5 November

2015

StorytellingLogo here

For PR managers who want their campaigns to stand out,

Smoking Gun is the most ingenious PR

company - famous for solving PR problems in the most inventive and

unique ways

”You can lose reputation that has taken many decades to

build, in a simple click. This should put good PR at the

centre of things.”

Part 2.

An issue or a crisis?

“the media feeds on itself and feasts of social media”

Who’s been in a crisis lately?

What’s the biggest threat to your business today?

Which means you now have to be fast

Everyone’s a journalist (and a detective)

Why does it matter?

• Your reputation as a business asset

• Not on the balance sheet but yet VW has lost 5 billion dollars in valuation

• Intangible worth supported by reputation

• Pay it forwards and build up good will & an army of advocates willing to support you = a buffer

Always on monitoring

Have a recovery plan

• Move on the narrative

• Have your wider achievements in society to hand:

• economic benefit

• jobs created

• upskilling workforce

• educational tie ins

• Digital legacy needs addressing (links, power articles etc)

Break Out….

• Work as a team to come up with a straight forward and implementable action plan for preparing for a crisis in one of your businesses.

• Report back in 10 mins

Have you…

• Got a Crisis plan in place?

• Clear tree of responsibilities: who/what/where/when

• Pre approved generic statements covering likely scenarios

• Know the influencers and stakeholders you need to liaise with - when di you lost review your power v inflect matrix?

• ‘Black pages’ for your website

• Don’t operate in a silo: join up internal comms / customer service / wider marketing / schedules social posts / planned advertising

Thanks for listening!

Strategy Implementation Evaluation