Effectively getting an organization's position across during a crisis is a key aspect of enterprise risk management, as poor press relations can exacerbate an already catastrophic situation. How can risk managers help?
That's the challenge that will be addressed by a panel of the field's leading journalists on Monday, April 28 at 1:45 p.m. during the upcoming Risk and Insurance Management Society's annual conference in San Diego.
Top editors from four risk management publications will join forces to provide insight and advice on how risk managers can work with top management, operations, communications and the legal department to be more proactive with the press.
The goal is to limit the damage to an organization's reputation and protect the firm's brand after a crisis, thus minimizing wider repercussions–such as a steep decline in sales revenue or stock price.
The session will include a handout summarizing “Press Tips” to guide risk managers when they return to their desks.
As for the individual presentations:
o Sam Friedman, Editor In Chief of National Underwriter, will moderate the session. His presentation will focus on how the insurance industry–so much a part of the daily lives of risk managers–has earned such a poor reputation, with suggestions on how insurers and brokers might turn their image around.
o Gavin Souter, Managing Editor of Business Insurance, will discuss how service organizations have dealt with incidents damaging their reputations, such as the fallout last winter when JetBlue left thousands of passengers stranded on the runway during weather-related problems, prompting calls for a passenger bill of rights.
o Jack Roberts, Editor In Chief of Risk & Insurance, will explore the reputational challenges faced by pharmaceutical firms following product recalls, particularly when class-action suits are filed.
o Bill Coffin, Publisher & Editorial Director of Risk Management, will examine what role risk managers can play in assuring their organizations are prepared to deal proactively with the media during and after a crisis threatening their brand reputation–including whether this might be the first step toward full-fledged enterprise risk management.
Among the other topics to be addressed during the session:
o How risk managers can help develop good relations and trust with the media before disasters strike.
o Anticipating and answering the tough questions likely to be posed by the press.
o Who should represent an organization when dealing with the media during a crisis?
o How visible should the CEO be? What role should risk managers play?
o How to recover from early missteps. Can a company get back on track before it's too late to save its reputation?
In addition, NU is leading a second session at the RIMS conference, featuring the winners of the National Underwriter “Award For Excellence In Workers' Compensation Risk Management” on Thursday, May 1 at 9:45 a.m.
The two directors of risk management sharing the secrets of their success in loss control, safety and return-to-work programs include NU's 2007 Champion Gary Nesbit of Belk Department Stores, along with Honorable Mention Rob Osha of Rolls-Royce North America.
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