Session 3A

Crisis Communications – The Good, the Bad, the Ugly


In a crisis, protecting brand reputation is paramount. Companies must take control of the narrative to guarantee accurate, timely information to stakeholders thus reducing the damage and stopping further negative publicity. This session will examine why it is necessary to take control of the narrative by communicating the truth in an honest and timely manner shaping the conversation to build trust, lessen long-term damage, and restore confidence among stakeholders. Actual crisis communication events.....the good, the bad, and the ugly will be examined.


Speaker Biography

Randy Smith

Randy Smith is the Founder and Managing Director of Resilience Continuity Solutions (RCS), a full-service business continuity and emergency management consulting practice. Prior to RCS,

Randy was the North American Business Continuity & Emergency Response Leader for a large global integrated facility management firm. He has 14 years teaching & developing BCP & Emergency Management curriculum at various institutions. He currently is teaching distance education courses at the Northern Alberta Institute of Technology (NAIT) - Disaster & Emergency Management Program and is an instructor with Centre for Disaster & Emergency Management (CDEM). Randy also is an instructor with DRI Canada. He holds a Master of Arts degree and is a Certified Business Continuity Professional (CBCP). Prior to joining the DRI Canada instructor team, Randy served on DRI Canada Certification Commission. Randy is sits on the Board of Directors for Bladder Cancer Canada as the Vice Chair and resides in Trent Hills, Ontario.


Professional Practices Addressed:
  • Program Initiation and Management
  • Business Impact Analysis
  • Business Continuity Strategies
  • Plan Development and Implementation
  • Coordination with External Agencies
Lessons Learned:

1. Prioritize Safety and Customer Well-being

Prioritizing safety and customer well-being should be at the forefront of crisis management and crisis communication. Neglecting these aspects can result in severe consequences, including harm to individuals, damage to reputation, and financial losses.

2. : Swift and Transparent Communication & Ethical Conduct and Transparency are Non-Negotiable.

Prompt and transparent communication helps address concerns, manage public perception, and demonstrate a commitment to resolving the issue. Organizations must establish effective communication channels and prioritize clear, accurate, and timely messaging to regain trust and control the narrative during a crisis. The importance of ethical conduct and transparency. Upholding high ethical standards, conducting thorough product testing, and ensuring transparency in operations and communication are essential. Companies must prioritize integrity, adhere to regulations, and establish a culture of honesty to maintain trust with customers, regulators, and the public.

3. Proactive Crisis Response and Preparedness

The significance of proactive crisis response and preparedness cannot be understated in crisis communications. Companies must have robust incident response plans in place, including regular training, simulations, and collaboration with experts. Taking immediate action, acknowledging the issue, and implementing effective communication solutions can minimize the impact of a crisis and protect stakeholders’ interests.