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Digital Communications For The Healthcare & Pharmaceutical Industry

Crisis Communications

Before - During - After

One-Day Conference, 24 May, London
Plus! Separately-Bookable Social Media & Crisis Comms Workshop, 23 May, London
www.prcrisisconference.com

08.30 Registration & Coffee

09.15 Co-Chair’s Opening Remarks

Ian Wright, Corporate Relations Director, Diageo

09.20 Crisis Management & Communication Today: New Rules, New Responses, New Timelines?

There has been a shift over the past three years in the speed, frequency and severity of crises. This session will explore how the shelf-life of a crisis has changed and the impact the unstable business environment has on brands, as well as changes in how customers and employees respond to crises and what this means for communicators.

Pierre Goad, Global Co-Head of Communications, HSBC

09.50 Throwing Out The Manual: The Golden Rules For The Ultimate Crisis Comms Strategy

Where is your organisation's crisis comms manual? Is a hard copy sitting prominently on the desks of every member of the crisis management team? Or is it hidden in a dusty drawer? Get the latest perspective on:

How to recognise different vulnerabilities and threats
Identifying the stage at which you need to involve the crisis management team and key stakeholders
Getting your house in order: preparing the board for a crisis and identifying the right spokesperson
Where should comms sit within the wider crisis strategy?
Training, simulations and rehearsals: how do you know if you’ve done enough?

Hugh Milward, Head of Advocacy and Responsibility, Starbucks Coffee Company

10.40 Morning Refreshments

11.10 Actively Monitoring & Managing Your Social Media Presence To Detect Early Red Flags

Monitoring social media channels - how frequently is frequently enough?

Responding to negative comments
- what conversations must you respond to and when should you take the conversation offline?
What impact do bloggers have and should they be monitored separately?
At what point does an issue online become a full-blown crisis?

Mark Schmid, Communications Director, TalkTalk Group

11.40 When A Crisis Hits: Containing The Message Online To Reduce Impact

Tips for managing the speed and spread of a crisis online

Formulating your response: to respond or not to respond?
Containing the global spread of information and ensuring share of voice
- how to minimise and prevent inaccurate information spreading
How do you balance the messages on social media with those on traditional channels?

Rob Skinner, Head of PR, PayPal UK

12.10 Communicating Your Way Out Of A Crisis: Getting The Tone, Language & Message Right

Identifying the right tone and message for your audience
- how much to say?
- at what point does your company need to apologise?

Making the channel appropriate
- working across channels – making the same message appropriate for different mediums
- deciding the right spokesperson for the message
Ensuring your message doesn’t fan the flames

Vickie Sheriff, Head of News and Deputy Official Spokesman, 10 Downing Street

12.40 Lunch

13.40 Co-Chair’s Opening Remarks

Alistair Smith, Director of Communications, Retail and Business Banking, Barclays

13.45 The PIP Implants Scare: How The Department Of Health Handled The Crisis

Causing anxiety for women around the world, the PIP implants scare meant that the DoH comms team had to immediately mobilise their resources. Hear how they reacted during the crisis, how they managed contradictory advice being printed and the media onslaught that ensued.

Sam Lister, Director of Communications, Department of Health

14.15 Taking Control In The ‘Golden Hour’: Working With The Crisis Management Team & The Board

When should you involve the key stakeholders?

Interacting with the crisis management team
- getting people to respond within set timeframes
- overcoming competing priorities
Gaining buy-in for the communications procedures

Andrew Brown, Brand, Sustainability and External Communications Director, EDF Energy

Dave Britton, Head of News, Met Office

14.50 Why Staff Are Still Your Best Ambassadors: Successfully Communicating Internally

How to successfully communicate a crisis to employees

- what channels should you use?
How to retain staff engagement and boost morale during a crisis
Using your employees as brand ambassadors during a crisis situation

Arthur Leathley, Communications Director Virgin Trains

15.15 The Comms & Legal Department Relationship: Ensuring Both Functions Are Working In Harmony During A Crisis

How can you align differing objectives to ensure that your messages are timely and appropriate, without suppressing or withholding information?

15.35 Afternoon Refreshments

16.05 It’s All About Trust - Isn’t It?

In this session, Martin Fewell, Deputy Editor for Channel 4 News will take a whirlwind tour of the crises of the past 12 months. What can we learn from these and what are the similarities between consumer’s trust in brands and their trust in the media? He will also delve into the dos and don’ts of how to work with journalists in a crisis, how much information they need, in what form and how to build a trusting relationship with them.

Martin Fewell, Deputy Editor, Channel 4 News

16.35 Reputation Rebuild Post-Crisis: How Can You A Draw Line Under A Crisis?

The banking crisis of 2007/2008, left the reputation of the financial industry in shreds. Citi’s new CEO saw a great opportunity to develop a new, responsible culture and rebuild the Citi brand. The need to do it was clear, the will to do it was there and a 200th anniversary gave the company an extraordinary platform to give it a boost. In this session explore how Citi restored brand confidence and rebuilt its reputation post-crisis.

Jonathan Woodier, Global Head, 200 Years Citi

17.00 Chair’s Closing Remarks & End Of Conference

Using Social Media To Monitor & Manage Your Brand’s Reputation
Before, During & After A Crisis

Separately-Bookable Half-Day Workshop, 23 May 2012, London
(13.30 Registration, 14.00-17.00)

Social media has shaken good old reputation management to its core, just ask BP, Nestle or Toyota. Today, every customer has a global distribution tool in the palm of their hand and with the touch of a few buttons a brand’s reputation can be brought to its knees. PR and comms professionals now have no choice but to start thinking differently about their social media reputation and crisis management tactics.

This workshop will take an in-depth look on how to create and preserve a strong reputation using social media. It will also cover the latest examples in crisis comms management and best practice on how to react online when a crisis does erupt. Split into five segments, the workshop will provide in-depth case studies, equip delegates with take-away learning’s to take back to the office and implement and ample opportunities to put forward questions. Join us and ensure that you know exactly how to react online before, after and during a crisis!

Facilitated By:
Amanda Kamin, Head of Issues Management, Visa Europe

Madlen Nicolaus, Social Media Manager Europe Africa & Middle East Region, Kodak

Proactively Monitoring & Managing Your Social Media Activity

Monitoring social media

o   whose responsibility is it?
o   how much time and resources should you allocate?
o   what is the most efficient way of doing it?

Assess the tools and technologies available to manage your reputation
How can you keep all eyes in all places?
Should you monitor all channels?

Protecting Your Reputation Online: How To Handle Negative Comments

How to handle negative PR and ensure you are responding effectively

o   how do you manage comments?
o   what should you reply to?
o   how much and how quickly should you engage?

Using social media as an early warning system to pick up on a potential crisis

o when does a conversation on social media become a crisis?

Preparing For A Crisis Online

What golden nuggets need to be included in your social media crisis comms strategy?
Are you ready to respond if a crisis does erupt?

o how many people need to be on hand 24/7?
o how to react quickly during a crisis?

#Fail: Dealing With The Speed & Scale Of Social Media Exposure When A Crisis Erupts