Applicable Learnings Severe Acute Respiratory Syndrome SARS A Corporate Perspective Jo-Anne Polak Senior Vice President, Crisis Communications Hill & Knowlton Canada

Public Media Stakeholders Health Authority Employees Customers Community Local Government Officials Suppliers Crisis Communications

Strategic Considerations - SARS 1. There are no circumstances where media coverage is a good thing HP and SARS in same story damaging regardless of context 2. Balance between containment and sensitivity to potential victim difficult 3. You are not in charge, the district health authorities are. Leverage that, defer to the higher power 4. What you say about yourself is irrelevant compared to what others are saying about you Employees, Health Authorities

Role of Communications - SARS 5. Slim line between victim and villain Victim viewed as having taken every precaution to protect the health and wellbeing of employees, customers and suppliers Villain seen as having spread the disease as a result of negligence. Inability to identify those exposed and implement immediate voluntary quarantine 6. Objectives have to be highly principled and transparent Primary objective is protect health and well being of employees, customers and suppliers Secondary objectives business contingency and corporate reputation 7. Communications environment dramatically different since SARS outbreak

Other Applicable Sources of Learning