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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?