Demand Metric - Association of National Advertisers | ANA
Transcript of Demand Metric - Association of National Advertisers | ANA
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C O V I D - 1 9 & Y O U R B R A N D
ARE YOU READYTO MANAGE A
PR CRISIS?
W E B I N A R
IN PARTNERSHIP WITH
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Phi SchmidtDemand Metric
Your Presenter
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▪ The COVID-19 Crisis
▪ PR Crisis Overview
▪ Step-By-Step Plan
▪ Recommendations
▪ Q&A
Our Agenda
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Special Thanks
Dr. Vincent T. Covello
Dr. TimTinker
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THE COVID-19
GLOBAL CRISIS
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▪ Just the Beginning?
▪ Could Peak May/June
▪ Borders/Schools Closed
▪ Self-Isolation Mandated
▪ Stock Market Crash
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▪ Multiple store managers as whistleblowers
▪ Company leaders are focused on sales bump
▪ Stores are kept open regardless of danger
▪ Reddit thread is building with employee stories
VIDEO GAME RETAILER
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▪ Paid Sick Leave Policies to Protect Employees
▪ Work-From-Home Whenever Possible
▪ Corporate Goodwill Campaigns for Customers
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PR CRISISOVERVIEW
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SOURCE: HTTPS://CORONAVIRUS.JHU.EDU/MAP.HTML
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1. Build a Crisis Communications Plan
2. Create a Crisis Communication Team
3. Monitor changes to the plan over time
PR Crisis Essentials
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Build a Crisis Comm. Plan
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Create a Crisis Comm. Team
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Monitor Changes to the Plan
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5 Stage Crisis Comm. Action Plan
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Inform Crisis Team Leader
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Determine What Happened
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Prepare Initial Statement
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Determine Level of Crisis
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Assemble Crisis Comm. Team
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Schedule Team Availability
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Recognize Key Groups
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Maintain a Crisis Journal
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Assign a Spokesperson
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Manage All On-Site Comm.
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Manage Media Presence
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Collect all the Facts
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Prioritize/Analyze Messaging
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Approve Messaging
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Deliver Messages
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Monitor Crisis Coverage
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Recognize Trends in Coverage
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Leverage What Was Learnt
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RECOMENDATIONS
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RECOMMENDATION #1
DO NOT WAIT ANY LONGER TO ACT
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RECOMMENDATION #2
SEND GOODWILL MESSAGES
FROM CEO
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RECOMMENDATION #3
24/7 REPUTATION/COMPETITION
MONITORING
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• Ensure Customer Service is Ready
• Have Response Templates Ready
• Respond in Real-time on Social Media
• Track #Hashtags for trends
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Q&A