CORPORATE REPUTATION
DURING HARD TIMES
Hill & Knowlton China
Recession Communications Offering
2008 CRASH
The current 2008 global financial crisis has hit with speed and
severity. This situation is made all the more challenging because its
impact is global and falls directly on the consumer.
During this downturn, many companies will suffer, but those brands
who keep talking will suffer less than those who remain silent.
While budget cuts may be inevitable, they are definitely not the only
way to save your business.
.
POINT ASSESS YOUR THREATS
ONE AND STRENGTHS
Economic downturns present the unique opportunity to step back and
reassess your company in a new light.
Can you develop a plan that analyzes the risks that your company
faces and create potential issue scenarios?
Can you regularly monitor the media to know what the public thinks?
Can you let your customers know what challenges you face and how
they will be overcome?
POINT LEADERS MUST BE
THREE FRONT AND CENTER
No one wants to see a leader back down in a time of crisis – and this
is especially true at the top level. Leaders who are visible and available
for face-to-face discussions provide reassurance and send out a
strong signal of confidence.
Can you distinguish yourself enough from others to put your company
on a solid footing for the post-recession future?
POINT FOCUS ON YOUR
FOUR STAFF
The impact on your staff will be larger than you might think. Staff
members are the first to worry their companies’ fate during a
recession.
Can you communicate with your staff about the current situation to
restore confidence?
Can you map out your key stakeholders? Who are the opinion leaders
in your industry and which can best help you meet your objectives?
Can you use new technologies (online media and social networking
tools) to engage them?
POINT MAKE CREATIVITY A
SIX TOP PRIORITY
RATIONALE
• By identifying key opinion leaders that share your priorities, you
can develop strategic and tactical moves to begin a dialogue with
and influence them.
OBJECTIVES
• Identify key opinions leaders, primary and secondary influencers
of public opinion, and the issues that generate the most traction
with specific media outlets and reporters. An successful network
analysis can help to discover the people who drive coverage
OBJECTIVE
• Identify the major issues and challenges that may be faced in the months
ahead and develop solutions to address and overcome those challenges.
PROCESS
• Gather input from the crisis communications team in a formal half-day
workshop. This session will explain in depth the vital role the crisis
communication team plays in real-world scenarios.
• The team will then draft guidelines for appropriate responses, creating
templates which will be included in the draft of the crisis communications
plan.
OFFER PROTECTING YOUR CORPORATE
THREE REPUTATION AND BRAND
RATIONALE
• A crisis communication plan is an essential part of being prepared to
manage an issue or a crisis during uncertain times.
OBJECTIVES
• Assign roles and responsibilities to crisis communications team members
along with guidelines and a response structure.
• Develop contact sheets for the crisis communications team, media and
stakeholders as well as holding statement templates and potential
questions and answers to address various scenarios.
• Collate all applicable guidelines and procedures into a formal document
and develop checklists for easy reference.
• Create a simulated crisis situation involving various stakeholders to test the
effectiveness of the crisis communications team and your crisis
communications plan.
• Review and revise the plan according to the results of the simulation.
OFFER PROTECTING YOUR CORPORATE
THREE REPUTATION AND BRAND (Cont’d)
PROCESS
• Phase One: Issue management workshop (Step 2)
OBJECTIVE
• Uncover and develop powerful messages that can explain what your
company stands for in compelling language and effectively connect with
your stakeholders.
PROCESS
• Gather input from the entire team in a formal half-day workshop
environment. Sharpened key messages in response to the downturn will
be brainstormed during the session.
• The words and phrases you will use in media releases, interviews and
other materials will be based on your new key messages.
OFFER EMPOWERING YOUR SPOKESPERSON
FIVE
OUR OFFER : RUNNING A CRISIS AND SPOKESPERSON TRAINING
OBJECTIVE
• To empower your key spokesperson to properly handle the news
media and other important stakeholders during hostile interview
situations and challenging times.
PROCESS
• Participants are trained in specific, proven techniques for high-
pressure media handling.
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1 MEASURABLE brand
and business outcomes
3
Campaigns that INSPIRE
and SHAPE BEHAVIOUR
5 A COLLABORATIVE approach
which DELIVERS your business
and communications objectives
FOR FURTHER INFORMATION,
PLEASE CONTACT
MARC-OLIVIER ARNOLD
Campaign Strategist
Hill & Knowlton Shanghai