Post on 18-Dec-2015
Navigating a Crisis in a
24/7 Digital AgePresented by:
Dan RonanSenior Director,
Communications, Media & Marketing, ABA
andMichelle Wiltgen
Asst. VP & National Commercial Marketing Manager,
National Interstate InsuranceAt ABA’s Marketplace
“Women in Buses”
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Overview
Crisis Management
Dealing with the Media
Company Survival
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You’ve Had a Catastrophic Accident or Incident
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What Are Your Priorities?
Your Passengers, Guests in your Hotel or at your Attraction
Law Enforcement & Investigators
Your Employees
The Insurance Companies
News Media
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Before an Incident Assemble a Catastrophic Response Team
Who should be involved?
Your Company’s Leadership
and Key Employees
Insurance Company
Defense Attorney
ABA, Outside PR
Firm or Internal PR
Leader
Determine who should be doing what
What is Your Insurance Company Doing?
Focus on: *Coverage*Liability*Exposure
Defense Counsel
Involvement
Claims Adjusters
Reconstruction Experts
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Conference Calls
First several hours and possibly days
Everyone involved Efficient, but stay focused
on operational details Eliminates “telephone”
game
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Effective Internal and External Crisis Communication is Critical
Always be prepared!
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Most Companies Are Not Prepared for the Media
In This 24/7 World, News Travels Fast• A motorcoach crash or accident at a high-
profile destination/hotel with injuries/deaths is big news
• Reports on Facebook, Twitter, Instagram in minutes
• Smartphone pictures and video will be available to the media before news crews arrive. Smartphones are new first line of coverage
• ABA uses a 24/7 media/social media monitoring/alert system. 100 plus emails a day
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Everyone has a Smartphone
Washington Redskins player on Twitter sent this picture and message while inside a team bus that just had an accident.
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If There’s an Accident
Reporters Will Cover the Story• It’s their job. They have the right to ask questions and can
be aggressive• We can’t make the accident go away• We will be professional, truthful and honest• Tone and timing of your messaging is critical • ABA or your PR leader will assist with messaging to protect
your company’s reputation to traditional media and social media
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“No Comment” Is Not an Option
“No Comment” = You’re hiding something and you’re unaccountable The accident or incident is not going away The truth gets out, in the media, a deposition or in court room The media faces competitive pressures and will be unrelenting, especially if it suspects
wrongdoing You run a great company, you are accountable Take control of your message – have a plan Keep people informed through traditional media, social media, let them know you are working with law enforcement, injured victims, the families, your insurance carrier, ABA and others
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How Not to Handle a Crisis
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Get Your Message Out
The company is cooperating with the police investigation into the crash and is focused on helping the passengers involved and their families.
We are working with law enforcement officials and the Red Cross to collect and secure the luggage and other personal items of the passengers to have it returned to them.
The company set up a phone number for families of passengers to call. Our company wishes to express its concern for the Police Officer who
sustained what are reported as minor injuries. We work closely with the Minneapolis Police Department, the State Patrol, the Vikings, and the National Football League to provide safe, high-quality transportation services. We are fully cooperating with law enforcement and all interested parties in the investigation of this accident.
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Funneling Communication to the World
Who is your spokesperson? Do they know what to say?• Important to show concern• Showing empathy does not mean
your company is admitting guilt. • It shows you have concern and
compassion for your customers and
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The Media’s Impact
In a digital world, stories never go away. No longer just the local paper, radio, 6 and 10p news.• Washington Redskins accident, 191,000 Google results • Yellow Arrow accident, fall 2014, 105,000 Goggle results • New York accident, 2011, 1.9 million • New Orleans accident, 2013, 1.53 million
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Facebook, Twitter, You Tube
Both are Very Big News Providers • Twitter : 500 million accounts worldwide, increasing by 35 million a month• Facebook: Worldwide 1.23 billion. Combined U.S. and Canada 250 million users.• Every news organization uses Twitter and Facebook for breaking news
pictures and video. Media outlets routinely search YouTube for “Breaking News” content.
• First video of some of decade’s biggest news events were on social media first. Aurora Colorado Theatre Shooting, The “Miracle on the Hudson,” US Airways water landing, San Francisco International Airport Plane Crash
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Reputation Management
“….A smart lawyer can keep a killer out of jail, a smart accountant can keep a thief from paying taxes, a smart
reporter could ruin your reputation- unfairly.”
Gov. Mario CuomoGov. of New York (1983 to 1994)
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Public Perception
How the public perceives your
reaction to a Crisis is
CRITICAL
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What ABA Does for You
How We Do It:• Act as your company’s spokesman.• Advise and consult with you and your insurance
company in preparing written statements to the media and forming a media plan.
• Assist your company by providing accurate information to balance any inaccurate reporting made by the media.
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At the Scene
Is the driver able to deal with passengers? How do you communicate with driver? Driver should not talk with police if at all
possible until Company Representative or Adjuster hired by insurance company arrives• Very tricky• Inform police that company rep is on the
way• Admissions against interest of liability
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Driver Management
Work through the processKeep lines of communication open with driver
Consult attorney before taking action
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Driver Management
If driver is retained: Follow up training Following your
internal procedures Monitoring “frame
of mind” of driver (especially when lawsuits begin)
If driver is cited: Criminal/Civil Know what is
admissible Limitation on
directing criminal aspect
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At the Scene or Your Business
Documenting the scene Accident event recorders Witness statements
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Record Retention Policy
If you have a record retention policy follow it!
If your policy is to keep logs for six months, then only keep logs for six months
If you have 10 years of logs, your information can be used
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Plaintiff Attorney Action
Targeting our industry Maximizing their recovery Tort reform has limited
other revenue sources You will be sued Big part of insurance
policy is defense
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Exceeding your Policy Limits
Your assets will be valued Can you contribute settlement funds?
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How to Survive a Catastrophic Accident…
Survival starts long BEFORE a loss…
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Your Insurance Policy…
…is NOT a blanket you can throw over a catastrophic loss to cover everything!
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Expenses
PR firm not covered How do you pay for
customer immediate needs for:• Shelter• Personal property• Transportation• Other requests for funds
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Expenses
These are company decisions – not insurance decisions Funds should be perceived as goodwill gesture from
company – not admission of guilt for insurance company
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Other Considerations
Loss of part of your fleet Loss of use – not covered by insurance Cost of hire to replace that unit Coach payments still due
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Other Considerations
Out-of-Pocket expenses
Travel
Employee Expenses
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Other Considerations
How do you provide for the wellbeing of your employees working 24/7 in the midst of a crisis?
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Other Considerations - Luggage
Example: Bus catches fire Burns to the ground No other vehicle
involved It is determined to be a
manufacturing defect
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Have a Plan
Catastrophic response team Media relations Recordkeeping Relationships Talk to someone who had a
catastrophic loss Insurance policy limits
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If you knew then what you know now…
Michelle WiltgenAVP & National
Commercial Marketing ManagerMichelle.wiltgen@natl.com
Office: 800-929-1500Cell: 440-821-1961
Dan RonanSenior Director, Communications,
Media & MarketingDronan@buses.org
Office: 202-218-7220Cell: 469-583-7070
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Questions/Comments