SPEAKER NAME

JOB TITLE

COMPANY NAME

Ken Kelling

Communications Director

Visit London

CRISIS AND REPUTATIONKen Kelling, Visit London

LONDON AND TOURISM CRISES

PUBLIC BODIES UNDER SCRUTINY

A COMPLEX “BRAND”

events for LONDON

V I S I T

L O N D O NV I S I T L O N D O N . C O M

EXTENDING THE BRAND

REPUTATION

WHY IS REPUTATION IMPORTANT?

Reputation supports everything we do.

WHY IS REPUTATION IMPORTANT?

It affects the bottom line.

WHY IS REPUTATION IMPORTANT?

Reputation supports everything we do.

WHAT IS “REPUTATION”?

• It does not mean “being nice”.

• It means being clear about your brand proposition.

WHAT IS “REPUTATION” ?

WHAT IS “REPUTATION “?

• While you may not need to be “liked” by everyone, you DO need to be understood.

• And this is our major challenge.

CRISIS

WHAT IS A CRISIS?

“The Chinese use two brush strokes to write the word “crisis.” One brush stroke stands for danger; the other for opportunity.”

John F Kennedy

WHAT IS “REPUTATION “?

A crisis can be an opportunity.

If you are clear about your brand, it will be instinctive.

DANGER

• Media is changing forever.

• We are all “citizen journalists”.

• Anyone with a computer, owns a TV station.

CRISIS COMMS BASICS

TOP FIVE - BEFORE

• Start “buy-in” from the top.

• Audit your vulnerability.

• Plan rigorously.

• Map your stakeholders.

• Rehearse “what if?” scenarios.

TOP FIVE - DURING

• Act quickly and take control.

• Show concern / demonstrate action.

• Keep talking.

• “Recruit” third parties.

• Communicate your brand values.

IS THIS ENOUGH IN TODAY’S WORLD?

THE NEW (MEDIA) WORLD

Online reputation management during a crisis is like tidying the house during an earthquake.

NEW TOP FIVE - BEFORE

• Seek out crises.

• “Clean the crime scene”.

• Dominate search results.

• Staff as online reputation managers.

• Promote positive online links.

NEW TOP FIVE - DURING

• Respond in the right environment.

• The new tools – multimedia.

• Communicate and update continually.

• Monitor.

• Lose the “formality”.

IN A RECESSION

IN A RECESSION

• Assess strengths and weaknesses.

• Keep talking.

• Leaders must be visible.

• Focus on staff.

• Focus on influencers.

• Make creativity a top priority.

THANK YOU!