Helps golf brands prepare and navigate crises to manage reputation
(Chicago, IL – FOR IMMEDIATE RELEASE) Mindful of the Tiger Woods and similar golf brand crisis, Macali Communications is launching a new crisis communications planning system to help golf brands prepare for and navigate crises to manage and enhance their reputation.
“As we have seen, it takes a minute to ruin a reputation and can take a lifetime to regain it. Many golf brands and sponsors are woefully unprepared to deal with potentially crippling crises,” says Kevin Donnellon, President of Macali. “This isn’t just a big brand challenge or opportunity. Any brand’s reputation and business can be at risk without an effective crisis communications plan.”
“In this era of hyper-competitive mainstream and social media reporters, a crisis communications plan can be valuable in effectively reacting to and managing brand reputation crisis,” says Donnellon. “Our new system will efficiently and thoroughly prepare a company and brand management of any size to anticipate and manage any communications crisis, using mainstream and social media strategies and tools.”
The system consists of a crisis communications audit, strategic plan and training based on these seven fundamentals:
• Philosophy & position — the value of being open, responsive, sincere and professional.
• Anticipation – identifying the worse case scenarios and capabilities to address them.
• Policies & procedures – how, who and when the brand speaks to build trust.
• Spokesperson designation and training – how to establish that the spokesperson’s words matter and are trustworthy.
• Messages & materials – how to prepare valuable and pertinent messaging and template statements, releases and Q&A for social and mainstream media.
• Allies network – identifying and building alliances and creating communication systems to help allies help you during a crisis.
• Followup & response system – systems and procedures on how to update the media, influencers and public in timely, responsible manner.
“As Tiger Woods, Northern Trust and Toyota have painfully learned, during a crisis is not the time to create a plan,” says Donnellon. “While we might not know when and how a crisis might hit, an organization and brand can have confidence that it has an action plan, training and strategies to manage it.”
Macali Communications is a marketing and communications company specializing in helping brands and companies succeed in golf marketing, public relations, branding and social media. Donnellon has worked for major corporations and brands including Procter & Gamble, Citibank, Gatorade, Wilson, Quaker Oats, Lands’ End, Sears, Prince and Miller.
Contact:
Kevin Donnellon
Macali Communications
kevin@macalicomm.com
www.macalicommblog.com
312-560-8065
