REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN...
Transcript of REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN...
![Page 1: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/1.jpg)
REPUTATION AND CRISISMANAGEMENT
SAOU KUILSRIVER6 JUNE 2019
Jannie van der Westhuizen[[email protected] / 079 8735160]
Lei, leer en inspireerLead, learn and inspire
![Page 2: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/2.jpg)
Reputation
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
RESPECTED REPUTATION:• Ensures a respected brand or trade mark• Something which all schools dream about
![Page 3: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/3.jpg)
Why?
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
Sound reputation is an indication of an institution’s:• Integrity• Quality• Trustworthiness• Sustainability• Reliability
• Not for sale!!!
![Page 4: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/4.jpg)
Fact!
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Bad things also happen to good people!• Bad things also happen to good institutions!
- Also to great schools!!
![Page 5: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/5.jpg)
Be crisis ready!
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
![Page 6: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/6.jpg)
Examples:
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Schweizer-Reneke• San Souci• Grey College• KES• Driehoek• Ens
![Page 7: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/7.jpg)
Caused by:
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Individuals• Poor decisions• Negligence• Stupidity• Nature• Just happens: unforeseen
: unplanned
![Page 8: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/8.jpg)
A bad or negative event ….
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Part of life• Not necessarily a crisis• Does not have to harm your reputation
![Page 9: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/9.jpg)
All depends on …..
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• how the institution reacts and deals with the event !!!!
![Page 10: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/10.jpg)
Reputation matters….
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Good news: it can be managed!
![Page 11: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/11.jpg)
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
Risk management→ crisis management / reputation management
![Page 12: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/12.jpg)
Risk management
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Comes first• Continuous process• Efforts to prevent crisis
![Page 13: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/13.jpg)
Risk management
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
Proper risk management will• lesser the risk of a crisis• guide you in an event of a crisis
![Page 14: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/14.jpg)
Contingency planning
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Essential part of risk management• Responsibilty of all• Identify potential risks• Identify possibility• Visualise the impact• How will it be managed?• Requires the relevant policies / planning / strategies• Do all you can to prevent a crisis!!• Be crisis ready!
![Page 15: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/15.jpg)
A crisis ….
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• A crisis: develops over time: happens in a moment: normally affects people: requires proper crisis management
• Communication on its own is not enough• Communication is worth nothing if it happens in a
vacuum= decisions / actions / leadership must follow
![Page 16: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/16.jpg)
Crisis management
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Process by which the school deals with an unexpected event
• Will differ from incident to incident• Schweizer-Reneke vs Driehoek
![Page 17: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/17.jpg)
In an event of a crisis:
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
Step 1: Get, as quickly as possible, all relevant people together
: from various perspectives- analyse the scope- determine the impact - also on the reputation
![Page 18: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/18.jpg)
Reputation
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Built over time• Result of hard work • Must be maintained• Where necessary:
- be “repaired”- be “strengthened”
→ requires reputation management!
![Page 19: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/19.jpg)
Reputation management is all about:
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• “ Managing your reputation by monitoring andinfluencing it”
• Mostly by addressing negative events/ issues / perceptions / reviews / etc.
- Boils down to communication
![Page 20: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/20.jpg)
Bad events require effective reputation management
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
Includes: • Dealing with the media• Protecting the staff• Dealing with the learners and the parents• Protecting the brand• Managing social media
![Page 21: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/21.jpg)
Basic rules:
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Do not justify something that is wrong• Be 100% honest (always just the truth)• Be pro-active• Always be ethical• Know what you can control - and control that!• Manage perceptions positively• Do not ignore negative news / perceptions
![Page 22: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/22.jpg)
During a school crisis:
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Managing the media is critical• Media → influences perceptions • Life often about perceptions and not facts
![Page 23: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/23.jpg)
Media survival kit ….
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Mindset- you are the expert- opportunity to reach the public- opportunity to shape your reputation
![Page 24: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/24.jpg)
Media survival kit….
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
Essentials :- react quickly;- know the facts;- straight and plain language;- stick to your field of responsibility;- be courteous and professional;- written response;- offers to review an article;- only correct facts;- apology is in order;- one spokesperson
![Page 25: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/25.jpg)
Media survival kit….
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
Essentials :- build a relationship;- keep your promises;- media statements : recommended
![Page 26: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/26.jpg)
Don’ts …..
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Speculate • Attack the media• “off the record comments”• Threaten • Arrogance
![Page 27: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/27.jpg)
Protect your staff:
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Effective reputation management ensures staff trust- let them feel secure;- keep them informed;- keep them away from the media;- provide all possible emotional support;- no sensation;- be honest;- manage them as co-owners;- communicate what is needed / nothing less or more;- guide them in what to communicate
![Page 28: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/28.jpg)
Learners / Parents / Community
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• They have a direct interest;• Let them experience school leadership is in control;• Be patient;• Provide all possible support;• Communicate!
![Page 29: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/29.jpg)
Protecting the brand
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Identify possible reputation risks;• Be calm / do not overact;• Do not justify something that is wrong;• Take responsibility for the crisis;• Communicate the school’s policy clearly;• Eg.: a potential reputation damaging incident
- acknowledge the incident- state the school’s policy- promise to investigate properly- commit to deal with it responsibly and in terms of theschool’s policy
![Page 30: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/30.jpg)
Social media
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Social media or not?• Just ask:
- how do we reach our clients?- how do we reach our potential clients?
![Page 31: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/31.jpg)
Social media in context .…
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Not a goal in itself• Just another communication channel
![Page 32: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/32.jpg)
Social media in practice
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Interactive communication• Requires designated media person
- able- judgement- support
• Full time responsibility• Enormous potential (if utilised effectively)
![Page 33: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/33.jpg)
Conclusion
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• We all need reputation management somewhere!• Be prepared: do decent risk management
- policies / planning / strategies• Bad event → always the potential of a crisis• Crisis → always the potential of an opportunity• Wellbeing of people always comes first• Any crisis: affects the institution in some or other way• Through effective reputation management negative outcomes
can be minimized• Requires unemotional action / clinical / professional / correct• But with empathy / caring heart / and not without emotion!
![Page 34: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/34.jpg)
Conclusion
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Unconditional apology at the right time –communication skill
• Effective communication: “tell it all and tell it fast”• Public appreciate honesty and transparency• “Remorse” says more than “sorry”
![Page 35: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/35.jpg)
Conclusion
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE
• Crisis: requires:- cool and calm heads- “sometimes you win sometimes you learn”- learn the lessons others have learned!
![Page 36: REPUTATION AND CRISIS MANAGEMENT SAOU KUILSRIVER 6 …€¦ · Crisis management LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE ... Managing social media. Basic rules: LEI, LEER](https://reader034.fdocuments.net/reader034/viewer/2022050302/5f6b9036cd10764f32676d47/html5/thumbnails/36.jpg)
Thank you
LEI, LEER EN INSPIREER / LEAD, LEARN AND INSPIRE