Creating a Unified Crisis Communications Plan Across Your Organization Jenna Reck, Communications Director Oct. 4, 2019
Target Fast Facts • 75% of the U.S. population lives within 10 miles of a Target store. • Target has 1,855 stores, 40 distribution centers and 20 global office locations. • We employ 350,000+ team members • Our tagline is "Expect More. Pay Less." We've been using it since 1994 . • Target is headquartered in Minneapolis, Minnesota. • The Target Corporation also owns Shipt, Roundel, Grand Junction and DermStore.
Hats We Wear As Crisis Communicators Educator Counselor Bearer of bad news Spokesperson Changemaker Provocateur Influencer Interpreter Planner
Creating a Unified Crisis Communications Plan Across Your Organization 1. Understand your company’s risks 2. Prevent the issue before it happens 3. Practice the process, not the plan 4. Respond clearly, humbly and sound like a human 5. Align all of your channels for a consistent company response 6. Know your tolerances & measure everything
Understand your company’s risks
Understand your company’s risks SOCIETAL INDUSTRY • • Volatile political Guest experience • environment Diversity & • Expectations for inclusion • CEO & corporate Pay & benefits • activism Political issues • • Increasing Physical & cyber employee activism security • • Expanding Environmental stakeholder voices pressures
Prevent the Issue before it Happens
Prevent the Issue before it Happens
Prevent the Issue before it Happens Inclusive Merchandising Committee The IMC was established to ensure products sold at Target are inclusive, representative of our guests and pose minimal risk to our brand and reputation Who’s Included Merchandising Product Design Diversity & Inclusion Marketing Reputation & Risk Legal Communications Employee Relations Social Media Business Councils/ERGs
Prevent the Issue before it Happens
Practice the Process, not the Plan
Practice the Process, not the Plan Reputation Management at Target. What is it? How we evaluate, prepare for and respond to serious risk events and potential crises improve prepare respond recover
Practice the Process, not the Plan Prepare Respond • Risk assessments • Incident response • Scenario planning • Leadership escalation & engagement • War games and • Real-time monitoring and tabletops reporting • Communication & response plans
Respond clearly, humbly and sound like a real person
Respond clearly, humbly and sound like a real person “Providing high-quality and safe products to our guests is critically important to Target. It’s because of this focus that Target made a commitment years ago to stop selling traditional padded crib bumpers. To help inform our guests, we also include language about safe sleeping in the baby product descriptions on Target.com and use ‘bare is best’ images in our marketing, online imagery and store displays .” “We’re aware of several recent burglaries at a variety of retailers along the East Coast. We’ve been partnering with local law enforcement agencies, including the Evesham, Middleton Township and West Whiteland Township Police Departments. We’ve shared security footage and will continue to provide them with whatever is needed for their investigations.”
Align all of your channels for a consistent company response
Align all of your channels for a consistent company response
Align all of your channels for a consistent company response
Know your tolerances & measure everything
Know your tolerances & measure everything Tolerances Measurement • • # of stories Quality & quantity of • News cycle length media coverage • • Outreach from # of media contacts • customers or Social media employees conversation
Creating a Unified Crisis Communications Plan Across Your Organization 1. Understand your company’s risks 2. Prevent the issue before it happens 3. Practice the process, not the plan 4. Respond clearly, humbly and sound like a human 5. Align all of your channels for a consistent company response 6. Know your tolerances & measure everything
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