Crisis and Reputation

Management in Times of

Coronavirus

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Panelists

• Lorne Fisher – CEO/Managing Partner, Fish Consulting

• Ashley Davidson - Senior Director, Media & Industry Relations, Fish Consulting

• Mark Montini - CMO, Tropical Smoothie Cafe

• Debra Vilchis – COO, Fishman PR

• Kelly McNamara – Vice President, Fishman PR

• Amy Cheng – Partner, Cheng Cohen LLC

•CEO/Managing Partner•

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COMMUNICATING DURING COVID -19

• Be a resource for franchisees as they seek out ways to sustain their business

o What does the new coronavirus economic stimulus bill mean for them?

• Communicate often with employees; they’re on edge about what the future holds

o Share information about paychecks, unemployment resources

• Review your national and local advertising messages – are they appropriate?

• Focus PR/social media messages on supporting the community, healthcare workers/first responders, and small businesses

• Only email consumers when there’s a clear purpose or call to action

• Stay in touch with franchise prospects in your pipeline, as well as supplier partners

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MEDIA RELATIONS

• Everyone is eager to continue driving PR as soon as possible, but it needs to be done in a

responsible way – can’t be tone deaf to the realities

• Sample story opportunities:

o Restaurants operational changes (delivery, curbside, carry-out, pantry sales)

o How brands are helping franchisees and employees during mandated closures

o How small businesses are supporting their local community in creative ways

o Ways for families/kids to stay educated and energized during quarantine

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PHASES OF A CRISIS

BEFORE

•Culture

•Communication

•Clarity

DURING

•Speed

•Creativity

•Motivation

AFTER

•Process Improvement

•Stronger Culture

•Strategic Clarity

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HOW IT COMES TOGETHER

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DO THE RIGHT THINGS NOW TO REDUCE THE

AFTERMATH

• PR Crisis = a Fire

• Difference between COVID-19 and “normal crisis” = the fuel

• You didn’t cause it with wrongdoing, but there is a right & wrong response

• Right: Swift action to help stop the spread, clear and immediate communication to franchisees, customers and the public

• Right: Empathizing with franchisees, offering them guidance, pivoting services when possible to adapt to situation, providing content that tasteful, comforting and helpful, acts of goodwill

• Wrong: Shameless promotion, rigidness of rules, distasteful content to get attention

• Think ahead … will you be on the naughty or nice list?

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WHAT TO BE COMMUNICATING

NOW?

• Email Communication❑ Updates to your staff & consumers

• Influencer Relations❑ Low-cost, authentic way to connect and

communicate with your consumers

❑ Help spread awareness of your adjusted service offering, keep the brand top of mind with engaging content, share appropriate promotional offerings

• NEXT: Reopening Prep❑ Reopening marketing collateral

❑ Reopening promotions – customer appreciation/win-back

❑ Hiring → communication to rehire and hold hiring events for new hires

• Press Release❑ Is it appropriate?

❑ How to distribute?

• Social Media❑ People are on their devices 50% more

than ever

❑ Post 2-3 times a day → status of the business, empathetic message, consumer engagement content

❑ Post locally → small business, community

• Blog Content❑ What to post?

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Using Your Contract with Franchisees to

Manage the Brand

• Legal requirements may vary

• Follow governmental requirement or be more restrictive?

• Systemwide or varying standards and procedures

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Communication with Vendors

• Contract review

• Force majeure?

• Proactive about negotiation new terms?

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Communications with Customers

• Provide templates for franchisees

• Require franchisees to check local laws

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Questions?