Gregg Feistman, MA: Associate Professor, Temple University Anthony LaFauce: VP, Digital Communications Group, Porter Novelli Gemma Puglisi, MA: Assistant Professor, American University

 WHAT IS RISK COMMUNICATIONS?

 When you hear the words  “risk” and “risk communications,” what do you think of?

 Risk ◦ A probability or threat of damage, injury, liability, loss, or any other negative occurrence that is caused by external or internal vulnerabilities, and that may be avoided through preemptive action. - BusinessDictionary.com

 Crisis: ◦ Critical event or point of decision which, if not handled in an appropriate and timely manner (or if not handled at all), may turn into a disaster or catastrophe. - BusinessDictionary.com

 Establishing the legal and public relations ramification of your work ◦ The Court of Law vs. The Court of Public Opinion  Every interaction with the public, even if it is not planned, has inherent risk

Sometimes it is not…

 Who can spot the issue?

 New CEO  New Product or Service Offering  Merger and Acquisition  Layoffs  Corporate Initiatives  CSR program  Internal Communications  Litigation  Rumors  Events Outside of Your Control

 Risk is inherent in all communications  Risk comes before crisis communications

 The systematic approach to viewing communications  Defining the possible ‘win’ and ‘fail’ in every situation  Applying the proper prevention when possible if “risk” is great

 When to Communicate: ◦ Material impact for public companies (required by law)  When Not to Communicate: ◦ Matters of litigation or rumors  Other areas? ◦ Judgment call

 The “riskiest” of communications challenges ◦ If you don’t give information, others will. Are you comfortable with that? ◦ If you do give information, make sure it’s the right kind and support it with data. Provide the context on how the decision was made. (Could be financial, cultural, regulatory demands, ethical code, etc.) ◦ But BEWARE! Once information is public (and it always will be eventually), you don’t control what’s reported by the media, via social media, etc. Have a plan on what to do if the worse happens. And test it in mock scenarios.

 Mary Barra takes over as GM CEO  Comcast Bids for Time Warner Cable  Presidential Candidates vie for 2016 Election  New iPhone debuts  (Others? Use logos or headlines instead of bullets?)

 Operational Risk Management (ORM) NAVY ◦ Accept risk when benefits outweigh the cost. ◦ Accept no unnecessary risk. ◦ Anticipate and manage risk by planning. ◦ Make risk decisions at the right level.

 Establish context  Risk assessment ◦ Risk identification ◦ Risk analysis ◦ Risk evaluation  Risk treatment  Monitor and review  Two Forms of ORM ◦ Deliberate ◦ Time Crucial

 While the concept is a military one, how can we implement that in our communications?  How is it different when we HAVE to make a statement vs when we can control the statement?  What tools do you have to implement risk management?

 Understand your position  Create a listening platform  Benchmark  Define your voice online  Engage ambassadors  Define success/failure before you reach out  Know your networks

 Which ones work best? ◦ The ones your key target audiences use:  Traditional media  Social media  Face-to-face  Written statements  Website  For Investors, Regulators, Customers, Employees, etc.  (Gemma & Anthony: any others? And is this too generic?)

 But don’t decide in a vacuum. ◦ Get input from allies and stakeholders within and outside the organization.  Consult with:  Legal  Sales  HR  Operations  Community leaders

 Apply the ORM model, in a communications concept, for the following items ◦ New CEO ◦ New Product ◦ Layoffs ◦ Tweet about a historic event ◦ Setting up a new social media profile

 THANK YOU