Reputation Partners was engaged to develop a global crisis communications protocol/plan for an $11 billion global apparel and footwear company that maintains a portfolio of more than 30 brand and 57,000 employees worldwide. Our team conducted due diligence to assess and prioritize areas of greatest risk for the company and subsequently developed detailed, actionable plans to direct communications response to issues and crises at the corporate, brand and location levels.
The plans included delineated crisis communications teams and roles, and specific communications planning around the top 13 crisis scenarios – ranging from natural disaster to senior leadership crisis to social media controversy. The crisis protocol was rolled out to all global teams and serves as the central resource for crisis communications response at the company across all locations. Additionally, Reputation Partners facilitated a crisis simulation to test the company’s application of the crisis plan and overall response. In a follow-up survey, participants universally reported that the simulation was a valuable learning exercise that should be repeated regularly.