Issues & Crisis PR
The golden rule of Critical Issues Management (CIM) is to prepare for a problem, even a disaster, before it actually happens, so when it does happen, the Crisis Management techniques and systems are there to cope with it immediately and without hesitation. In Crisis Management hesitation escalates the problem.
So many things in life are a hazard - unpredictable and irrational. A 'risk' is the mathematical likelihood of that hazard happening. The media has a tendency to report any hazard as a risk without any qualification of the likelihood of that hazard having any impact on the public. Critical issues management often involves identifying risk and weighing it against benefits in order to develop key messages.
The first stage is a
Critical Issues Audit which involves researching with senior staff members and outside opinion leaders the possible (not necessarily probable) disasters and issues that may affect the company or organisation or entire industry in the immediate and mid term future - 1-5 years. Every industry is different and every company's position in that industry is unique so differences are important to identify and positions understood. So firstly, analysis of issues, planning a response system, design of the structure of responsibility (who does what, who is in charge and who handles it when they are away?), communications routes and controls. You have to consider internal and external audiences (including suppliers and distributors), Government, regulatory and media as target communications groups. Finally you create the Critical Issues Management Manual - in which all the key information resides and which an appointed person updates regularly - at least once a quarter.
Crisis PR Management
Crisis Management will involve Instant Response Teams, media centre and crisis media control; management response plans; target group responses and communications and disaster recovery planning - what do you do to recoup your reputation and sales after the worst is over.
Assessment and Positioning
At a time of increasing transparency in corporate and government affairs, regulatory intervention and high consumer and trade expectations, we know and understand the increasing complexity of marketing any product or service, particularly those subject to descriptions and claims which are constantly under scrutiny.
We know the regulations, the regulators, the retailers and the consumers and how to position products and industries to their best advantage. Careful preparation, using our expertise and knowledge, avoids crises and the attendant costs later.
Preparing for Issues
Every brand, industry, product and service has potential issues which if not identified and understood, could turn nasty and into a costly crisis.
For our clients, crisis contingency planning is critical - we plan issues, develop crisis management manuals, including crises and PR management procedures and create an online and in print manual for all those who would be part of a Crisis Team including the leader, deputy leader and spokespersons.
The Crisis Team can then spring into action immediately a crisis occurs.
Regular updating of the crisis procedures is essential. We conduct regular media training of key players and dry runs of procedures for clients, from the basic table top crisis training to a complete crisis simulation exercise.
Handling a Crisis
We can handle any new crises with a dedicated, experienced PR team, available immediately and up and running within the hour.
We know the information systems to put in place and how to manage these as well as the media, clients management team and the company's senior management expectations.
We know how to set up an instant Crisis Control Centre, proportionate to the crisis.
Our media links give us a superb connection with news and specialist journalists and editors of newspapers, radio, television, online digital media and social networks.
We can source expert opinions for media information, immediately and over a vast range of topics. "Expertise" is a primary tool to control speculation and sensationalism, if handled properly.
Issues & Crisis PR Case Studies
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British Lion Quality |
| Nexus team responded to report from European Food Safety Authority on salmonella in eggs across the EU... |
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British Soft Drinks Association |
| Address the balance of negative media attitudes towards and poor press attitude coverage of soft drinks... |
| Read more |
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The Federation of Bakers |
| Conveying the results of the salt reduction programme across the plant bakery industry to meet FSA guidelines... |
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Product Recall |
| Nexus was called in to work with the board of directors of a top 20 UK food company to handle and control a product recall of a promotional product which was considered to be a danger to the very children at which the product was aimed... |
| Read more |
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Bird Flu - Epidemic Media Scare |
| Bird flu threatened epidemic: How to keep out of the news... |
| Read more |
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