SLIDE 1 Jenna Reck, Communications Director
Creating a Unified Crisis Communications Plan Across Your Organization
SLIDE 2 Target Fast Facts
- 75% of the U.S. population lives within 10 miles
- f a Target store.
- Target has 1,855 stores, 40 distribution centers
and 20 global office locations.
- We employ 350,000+ team members
- Our tagline is "Expect More. Pay Less." We've
been using it since 1994.
- Target is headquartered in Minneapolis,
Minnesota.
- The Target Corporation also owns Shipt,
Roundel, Grand Junction and DermStore.
SLIDE 3
SLIDE 4
SLIDE 5
Hats We Wear As Crisis Communicators
Educator Counselor Bearer of bad news Spokesperson Changemaker Provocateur Influencer Interpreter Planner
SLIDE 6 Creating a Unified Crisis Communications Plan Across Your Organization
- 1. Understand your company’s risks
- 2. Prevent the issue before it happens
- 3. Practice the process, not the plan
- 4. Respond clearly, humbly and sound like a
human
- 5. Align all of your channels for a consistent
company response
- 6. Know your tolerances & measure everything
SLIDE 7
Understand your company’s risks
SLIDE 8 Understand your company’s risks
SOCIETAL
environment
CEO & corporate activism
employee activism
stakeholder voices INDUSTRY
- Guest experience
- Diversity &
inclusion
- Pay & benefits
- Political issues
- Physical & cyber
security
pressures
SLIDE 9
Prevent the Issue before it Happens
SLIDE 10
Prevent the Issue before it Happens
SLIDE 11
Prevent the Issue before it Happens
Inclusive Merchandising Committee The IMC was established to ensure products sold at Target are inclusive, representative of our guests and pose minimal risk to our brand and reputation Who’s Included Merchandising Product Design Diversity & Inclusion Marketing Reputation & Risk Legal Communications Employee Relations Social Media Business Councils/ERGs
SLIDE 12
Prevent the Issue before it Happens
SLIDE 13
Practice the Process, not the Plan
SLIDE 14 Practice the Process, not the Plan
prepare respond recover improve
Reputation Management at Target. What is it? How we evaluate, prepare for and respond to serious risk events and potential crises
SLIDE 15 Practice the Process, not the Plan Prepare Respond
- Risk assessments
- Scenario planning
- War games and
tabletops
response plans
- Incident response
- Leadership escalation &
engagement
reporting
SLIDE 16
Respond clearly, humbly and sound like a real person
SLIDE 17 Respond clearly, humbly and sound like a real person
“Providing high-quality and safe products to our guests is critically important to Target. It’s because of this focus that Target made a commitment years ago to stop selling traditional padded crib
- bumpers. To help inform our guests, we also include language
about safe sleeping in the baby product descriptions on Target.com and use ‘bare is best’ images in our marketing,
- nline imagery and store displays.”
“We’re aware of several recent burglaries at a variety of retailers along the East Coast. We’ve been partnering with local law enforcement agencies, including the Evesham, Middleton Township and West Whiteland Township Police Departments. We’ve shared security footage and will continue to provide them with whatever is needed for their investigations.”
SLIDE 18
Align all of your channels for a consistent company response
SLIDE 19
Align all of your channels for a consistent company response
SLIDE 20
Align all of your channels for a consistent company response
SLIDE 21
Know your tolerances & measure everything
SLIDE 22 Know your tolerances & measure everything Tolerances
- # of stories
- News cycle length
- Outreach from
customers or employees
Measurement
media coverage
- # of media contacts
- Social media
conversation
SLIDE 23 Creating a Unified Crisis Communications Plan Across Your Organization
- 1. Understand your company’s risks
- 2. Prevent the issue before it happens
- 3. Practice the process, not the plan
- 4. Respond clearly, humbly and sound like a
human
- 5. Align all of your channels for a consistent
company response
- 6. Know your tolerances & measure everything
