“At the end of that particular crisis, all the Pepco utilities were recognized in being effective in their restoration and that was due in large measure to this ability to communicate our efforts throughout the storm.”
— Caryn Bacon, former Director, Emergency Preparedness, Pepco Holdings, Inc.
In times of crisis, the quality of a company’s communication plan and execution can drive a successful – or an unsuccessful – outcome. Companies define crises in different ways, but the threats to the business remain the same: disruption of normal course of business, angry customers, revenue declines, erosion of market share, lost shareholder value and anxious internal and external constituencies.
It doesn’t matter what industry you’re in. We’re in the communications industry so we work quickly to understand yours and how best to help position your situation. We work with our clients to first understand the types of threats their business faces, and then help them develop a strong and comprehensive plan for response. Response plans are highly customized and not only include strategic positioning, but also tactical planning, execution oversight and media training for key company spokespeople.
A key, yet often overlooked component of crisis planning is training. The best-laid plan can easily go awry if there is confusion around the implementation process. We provide a training structure, as well as in-person drilling to prepare employees for crisis and to ensure they understand their individual roles during a crisis situation.
How do we know our method works?
- Acknowledged with industry and communication organization awards for expertise and experience in crisis communications, including a JD Power award for Hurricane Sandy response at Pepco Holdings, Inc.
- Staffed and trained 160-member crisis communications team as part of overall incident command structure for Pepco Holdings, Inc.
- Built 220-page crisis communications plan for Pepco Holdings, Inc., that was used in all crisis events between 2012 -2016
- Developed effective crisis messaging strategy used for crises such as Hurricane Irene, Hurricane Sandy and the fatal bridge collapse in Minneapolis in 2007
- Evolved corporate positioning as Pepco Holdings, Inc., headlines went from “Why Pepco Can’t Keep the Lights On” Washington Post 2010 to “Inside Pepco: How the Utility Kept the Lights On During Hurricane Sandy” Washington Post, 2012
No matter if a crisis is short-lived or sustained over a long period of time, the quality of the communication to internal and external stakeholders will directly impact the outcome. Our experienced teams can help you prepare for the worst to help protect your company and your brand.