Presented by: Virginia Miller Beuerman Miller Fitzgerald February 24, 2011

1. Presented by: Virginia Miller Beuerman Miller Fitzgerald February 24, 2011

2. Who We Are Founded in 1990 Acquired south�s oldest advertising firm (founded in 1927) IPREX Marketing Public relations Advertising Public affairs Crisis communications Litigation communications Media training

3. Crisis Versus Reputation Management

4. Crisis: flash point Explosion, train derailment/plane crash, oil spill, bridge or crane collapse, product tampering/death

5. Reputation Management: longer lead Reputation management comes hand in hand with crisis, but also with longer lead issues you can see coming: Layoffs Bankruptcy Labor action Corporate reorganization Allegation of fraud Sexual harassment Near neighbor issues Government oversight: CFTC, SEC, IRS, Immigration etc.

6. Why is Crisis Communications so Important? People remember a crisis or issue as much for how it was communicated as for how it was handled. The consuming public is far more forgiving if a crisis is communicated well.

7. What�s at Stake if You Fail? $$$ Growth Stability Legal liability Employee, consumer, investor confidence Reputation Your very existence

8. Goals of Successful Crisis Communications Inform � be the source Provide context Be proactive and defend Demonstrate Progress: Commitment Cooperation Compassion Correct / clarify Control!

9. Hallmarks of Successful Crisis Communications Timely Factual Authoritative Credible Confident Compassionate Cooperative Action Oriented

10. Pre-approved plan of action that covers likely scenarios How familiar are you with your company�s crisis plan? Do you have a corporate communications policy that is clearly understood? Tested?

11. Reality-Based Crisis Training Allow key employees to familiarize themselves with process Allow vulnerabilities to be discovered early, addressed before �The Real Deal� Ensure that everyone knows their role

12. Prompt Identification of Crisis/Reputation Issue If you see the train coming, don�t put your head in the sand! Damage can be mitigated with early ID Early warning signs include: Media inquiry Government inquiry/alert Legal action Uptick in near neighbor complaints Labor union discord Rash of injuries/OSHA violations Put your team together early and hope you don�t need them Internal leadership External resources: Legal, Reputation/PR, Key vendors

13. Well-defined roles & responsibilities, and clear lines of communication Protocols/Approvals/Lines of Authority Goals and Objectives Statement of Corporate Philosophy Media policy Template Documents Holding statement Press release #1 Initial public statement Roles and Responsibilities Cascading Bench Strength: multiples and replacements Plan, Plan, Plan! Train, Train, Train!!!

14. To JIC or not to JIC? (Joint Information Center)

15. Benefits of JIC One consistent, unified voice Team approach �Good government� seal of approval Media credibility

16. Liabilities/Risks of a JIC Loss of control May constrain what you say Possibility of slower approvals/communication Other participants may not share your philosophy/culture

17. Who are your Stakeholders in a Crisis? People who think they have a stake in your problems or crisis Customers Employees, Contractors, Vendors Government agencies and Elected Officials Media Public-at-large Commercial interests Environmental groups

18. Post Crisis analysis and application of lessons learned: �Hot Wash� Don�t �move on� as if the event didn�t occur Are we still vulnerable? What are the lessons learned, and how do they make us stronger? How do we rebuild trust? Does the plan need to be revised to reflect new realities? Are there ramifications for our industry? Do we need to be/appear proactive?

19. Thank you