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Reputational Risk Brian Whitson Chief Communications Officer Audit, Risk & Compliance Committee February 6, 2020

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Reputational RiskBrian Whitson

Chief Communications OfficerAudit, Risk & Compliance Committee

February 6, 2020

Why it matters• Brand

damage and expense

Reputational Risk

• Crisis Communications– Response to active incident

• Issue Management– Preparing in advance

Crisis Communications• Emergency Management

Team (EMT)• University-wide

representatives• Emergency

Communications• WMPD/University Comms

Partnership

Crisis Communications• Emergency Communications Protocol

– Immediate communications• WMPD/EMT/University

Communications– Active incident communications

• Public Communications within EMT– Media Relations– Media Monitoring

Media Monitoring• Routine monitoring

– University Communications• News & Media Team/Social Media Coordinator

• Active-incident monitoring– University-wide trained team– Social media, traditional media– Direct line to PIO

Issue Management– Constant issues monitoring

• Over prepare– National trends/higher

education issues– Advance research/preparation– Media prep

• Executive Leadership Team weekly discussions

Issue Management• Media Tracking

– Traditional media – Social media– Media outreach

• Corrections• Responses

– Networks8

Issue Management• Challenging News Cycles

– Proactive approach• Own the narrative• Context is critical

– Ex: U.S. News Rankings• W&M News story• Advance briefings for

leadership/communicators• Quick response to errors

Issue Management• Offense v. Defense

– Targeted pitches• Mellon grant/Lemon Project• Sustainability/IIC• Coaching U• Bone marrow donor

Reputational Risk

Questions?

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