Could Your Brand Handle A Shark Attack? Prepare For Crises Lurking Beneath Your Brand
Transcript of 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
6% 7%
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
6%
7%
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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