BREAKING THE BAD NEWS – PROTECTING YOUR REPUTATION BREAKING THE

							BREAKING THE BAD NEWS –
   PROTECTING YOUR
      REPUTATION
              STEPHEN WEDLICK
Senior Account Director (Crisis & Issues Management
         Specialist, Fenton Communications
    The Famous Five
    1. Acknowledgment
    2. Anticipation
    3. Assessment
    4. Escalation
    5. Action


2
Acknowledgment - half way to a fix
    What is a crisis?
    How do I recognise it when I see it?
    How do I convince the team/MD/the Board that
    action and $$$ are needed?
    How should I prepare for It?
    Does reputation really matter in the end?
    Can communications resolve a crisis?

3
    It’s all in the Anticipation

       What are your information sources?
       What are your red flags?
       OK - you’ve seen a flag flapping then
       what?
       Who is responsible?

4
Assessment minus U
       Level of Risk                  Definition                   Examples
    Level 1 – Contained Risk     Short term, small number of   Limited negative media
                                 stakeholders involved or      coverage, angry member
                                 minimal impact on             threatening to go public,
                                 reputation                    mistakes in information
                                                               sent to members
    Level 2 – Significant Risk   Multiple stakeholders         Media coverage of poor
                                 impacted, potentially         comparative
                                 serious reputational damage   performance, internal
                                 to the business               fraud, major governance
                                                               issue
    Level 3 – Potential Crisis   Threat to viability           Another year of negative
                                 (profitability) of the        returns
                                 business
5
Escalation means ownership




6
    Lights, camera, action…

    1.Who is important to you?
    2.What do you need to say to them?
    3.What is the best way to say it?

    Your challenge is to take control of the crisis

7
Actions speak louder
1. Put yourself in the shoes of your
     clients/employers/members/prospects
2.   Be strategic in your communications - agree on
     measurable objectives, plan for the long term,target your
     messaging, prioritise stakeholders and key actions
3.   Choose appropriate battlefield
4.   Be honest/accept responsibility for actions within your
     control
5.   Use language that meets the needs of your audiences


8
    Respect for clients = loyalty = $$$




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