Crisis Communications Plan for Scotiabank
By Mark SkeffingtonApril 13, 2010
Purpose and Objectives “We at
Scotiabank have an obligation to plan for any
eventuality that may harm the
well-being of our business and reputation.”
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• Protect value of assets
• Protect our reputation
• Protect sales and market share
• Spell out protocolsPresident and CEO Rick Waugh
Bankruptcy
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RobberyHostage takingRate hike anger
Foreclosure
Employee fraudLabour dispute
Reputation attacked
VandalismIrate
customer
Natural disaster or fire
Discrimination caseWorkplace violence
Disease
System crashHacker attack
Stock market crashGov’t probe
Hostile takeover
CEO dies suddenly
OT lawsuitTerror attackUnion drive
LayoffsPandemic
Run on bank
Low ----------------------------- IMPACT --------------------Devastating
Hacker attack
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Employee fraud
Overtime lawsuit
Top-3 risks
Media statement – Employee fraud
“Canadians have entrusted their money with Scotiabank for more than 170 years. We take our obligation very seriously. . .
“No customers will be left out of pocket . . . We apologize if any of our loyal customers have been affected . . .
“Scotiabank already has some of the toughest security measures in Canada and the world to guard against employee fraud.”
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Dark websites
• Scotiabanksecure.ca• Scotiabankhealth.ca• Scotiabankbusiness.ca
• Company history• Executives/Board• Prepared statements• Media area• FAQs section• Twitter, YouTube, Flickr• RSS feeds
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