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Peter LaMotte
Senior Vice President – Chief of Digital Engagement
Being prepared
for your future
CRISIS
@peterlamotte
WE ONCE CONTROLLED
THE MESSAGE
@peterlamotte
YOU’RE NO LONGER IN CONTROL
WE FOCUS
ON THIS PLAN
@peterlamotte
AND NOT THESE PLANS
@peterlamotte
AND NOT BUILDING
THESE PLANS
@peterlamotte
INTERNAL
	
  
Environmental / Accidents
Lawsuits
Stock Performance
Merger Acquisition
Management Change
Whistleblowers – Wrongdoing
Recall
Employee Issues
Labor Disputes
EXTERNAL
	
  
Natural Disasters
Terrorist – Criminal Threat
Activist
Hostile Takeover
Consumer Complaints
Competitor Threat
and more…
SOURCES of CRISES
@peterlamotte
THREATS ARE BOTH EXTERNAL
@peterlamotte
AND INTERNAL
@peterlamotte
WE BUILD
OUR BRANDS
@peterlamotte
WHILE OTHERS
CAN DESTROY IT
@peterlamotte
The 1st False
ASSUMPTION
@peterlamotte
AUDIENCES ARE NOW MORE
VOCAL
@peterlamotte
WE PANIC
DURING THE
CRISIS
@peterlamotte
@peterlamotte
AND THINK SMART@peterlamotte
THE MERGER OF
PR & MARKETING
@peterlamotte
BUILD DURING
PEACETIME
@peterlamotte
ONE ON ONE
RELATIONSHIPS
USE ALL OF THE
TOOLS AT YOUR
DISPOSAL TO
CONNECT WITH
YOUR AUDIENCE
CHOOSE YOUR OWN ADVENTURE
@peterlamotte
ADAPT THE CHANGING ENVIRONMENT
DIGITAL CRISIS PLAN CHEAT SHEAT
Identify
Influencers
Identify
Stakeholders
Asses &
Identify
Potential
Risks
Build
Social
Guidelines
Test
Execute
Review
Always
Be
Monitoring
Create
Messaging
Platforms
(Dark Sites)
Integrate into
Overall
Corporate
Crisis Plan
1 2 3 4
5 6 7 8
@peterlamotte
IDENTIFYING INFLUENCERS
IDENTIFYING STAKEHOLDERS
SELECTING MONITORING TOOLS
@peterlamotte
CREATE YOUR PLATFORMS
@peterlamotte
WHO
WHAT
WHEN
WHY
WHERE
CREATE YOUR SOCIAL GUIDELINES
@peterlamotte
INTEGRATE
INTO CORPORATE CRISIS PLAN
@peterlamotte
TEST, EXECUTE, TRAIN
@peterlamotte
1.  Be Prepared Build a Plan
2.  Know your Strategy
3.  Apologize Sincerely
4.  Correct Media Mistakes
5.  Demonstrate Commitment
6.  Review Messages and Images
SOCIAL MEDIA MESSAGING
@peterlamotte
CASE STUDIES
@peterlamotte
CASE STUDIES
@peterlamotte
@peterlamotte
THE RULES
of the ROAD
BEFORE YOU CAN BUILD
A CRISIS TEAM YOU FIRST
NEED TO CONDUCT
A RISK ASSESMENT
RULE #1
@peterlamotte
Catastrophic Critical Marginal Negligible
Frequent High High Serious Medium
Probable High High Serious Medium
Occasional High Serious Medium Low
Remote Serious Medium Medium Low
Improbable Medium Medium Medium Low
IS IT REALLY A CRISIS
@peterlamotte
COMMUNICATIONS SHOULD
NEVER “OWN” THE CRISIS
MANAGEMENT TEAM
RULE #2
@peterlamotte
WHAT EXACTLY IS THE ROLE OF PR HERE
@peterlamotte
LEGAL*
HR
OPERATIONS
MARKETING
LOGISITCS
EH&S*
SECURITY*
COMMUNICATIONS
WHO SHOULD BE
ON A CRISIS TEAM
@peterlamotte
EXECUTIVE TEAM
SETS STRATEGY
CRISIS TEAM
REPORTS RESULTS
CONSTANT COMMUNICATIONS
@peterlamotte
DON’T WAIT FOR A CRISIS
TO CONVENE THE
CRISIS TEAM
RULE #3
@peterlamotte
CRISIS TEAM’S RULES
1.  REVIEW PLAN
2.  UPDATE PLAN
3.  INTRODUCE NEW TEAM MEMBERS & NEW FUNCTIONS
4.  IDENTIFY NEW THREATS (ONGOING RISK ASSESTMENT)
@peterlamotte
REASSESS
AND REEVALUATE
AT EVERY
OPPORTUNITY
RULE #4
One	
  on	
  One	
  
RELATIONSHIPS	
  CONNECTING	
  WITH	
  WIDER	
  
AUDIENCES	
  
Q&A
THANK YOU
@peterlamotte
peter@levick.com
(202) 375 - 8787

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