FleishmanHillard Certifies Crisis Counselors in Innovative Methodology

ST. LOUIS, July 9, 2013 /PRNewswire/ -- FleishmanHillard (FH) announced today the expansion of its global crisis practice with agency-certified global experts applying a new, proprietary methodology against the most complex crisis situations clients face – crises driven at the speed of social media.

"FleishmanHillard's global crisis practice is driven by one simple truth: Every minute that goes by without an effective crisis response exponentially increases the risk to a client's reputation," said Dave Senay, president and CEO of FleishmanHillard. "We have aligned the right people with the right tools and the knowledge of how to use them from the moment a crisis hits. We not only can help shield reputations immediately, but we can assist in recovering and repairing reputations for the long term as a result of our seasoned crisis and business expertise. Reputation recovery is a defining capability for FleishmanHillard."

Led by a trio of the agency's most senior crisis experts and drawing on the significant experiences of FleishmanHillard's International Advisory Board (IAB) and partnerships, the crisis practice combines the firm's unmatched knowledge of global industry issues with today's wide range of communications tools.  

"Today's companies face a gap between risks created by crises and the time and resources needed to resolve them, with many relying on outdated crisis plans and manuals," said Bob Winslow, FleishmanHillard's managing director of practice groups. "People expect companies to respond to crises at the same speed they learn about them, a speed defined by social media, smart phones and an infinite number of 'reporters.' Whether addressing data breaches, cyber attacks, product recalls or activists' campaigns, companies that have time-tested strategic counsel and access to the best communications tools will better navigate any crisis affecting public safety and their reputation."

FleishmanHillard's global network of strategic counselors is certified in the firm's methodology and tools. Each counselor has been trained and tested on a series of best practices for crisis management, a program designed to get client companies out of a crisis quickly and into reputation recovery. This FleishmanHillard certification is based on the experience gathered during the firm's industry-leading work over its 60-year heritage, combined with today's technology and tools and foresight from industry experts on the global issues and threats that all companies need to consider. Case study work includes current events and addresses preparedness, managing the crisis and, perhaps most important for clients, the ability to restore and/or rebuild reputations coming out of a crisis. The certification is global, with counselors participating from more than 30 markets coming to regional sessions held in EMEA, APAC and the Americas.

"We believe this process is one of a kind in the industry, one that not only touches global challenges but addresses the local nuance of each market that our clients do business in today," said Senay.

These specialists possess individual industry expertise and are guided by FleishmanHillard's distinguished IAB members, who are world leaders from the private and public sectors and include former U.S. Secretary of Defense and CIA Director Leon Panetta, former chairman of Hindustan Unilever Keki Dadiseth and European Commissioner Guenter Verheugen, to name a few.

Members of the firm's global crisis practice serve as true partners with clients to protect their reputations before, during and after a crisis through:

• FleishmanHillard's proprietary A.R.C. (Assess, Resolve, Control) methodology that, when applied by certified counselors, will deliver immediate, powerful and effective first responses at the onset of a crisis.
• FH2020, a collection of detection, monitoring, insights and reporting tools that stay on top of the flow of social and traditional media coverage that crises create, helping companies understand the rapidly competing facts and agendas that will shape their response strategies and tactics.
• Three regional practice leaders who ensure FleishmanHillard maintains a global view and applies the appropriate local knowledge to a crisis response.
• An integrated and growing team of senior counselors, drawn from all regions and disciplines in which the agency operates, including research, monitoring, corporate and executive communications, media relations, social networking and digital expertise, business operations, and international coordination.
• A training and certification process for all practice members that ensures clients will be partnered with counselors who understand complex communications and operational issues.

"With today's speed of global communications frequently driven by the power and reach of social media, the ability of uncontrolled online conversations to shift perceptions instantly means that companies must revise existing plans and approaches to shield their reputations," said Brian West, who leads the practice in Asia Pacific. "News no longer breaks, it tweets. At the same time, the traditional media is struggling to retain its relevancy during a crisis. Social media must be a primary crisis response tool because a company response must be delivered at the same speed as the audience response."

"Our global crisis practice arms clients with strategies that manage reputations by reaching and influencing all stakeholders across all channels," said Tim Beecher, who leads the practice in the Americas. "Our goal is to keep ahead of social media, putting companies in control of their reputations, quickly and effectively."

Harald Simons, who leads the practice in EMEA, added: "The A.R.C. methodology, in the hands of our trained experts, allows us to rapidly put a crisis into the proper perspective and create the right level of response. We can tell the difference between a crisis that looks bigger than it really is – and the much more dangerous kind that looks minor above the surface but is huge underneath. That means we can guide clients to the most effective and cost-efficient plan."

For more information about FleishmanHillard's global crisis practice or to arrange to speak with one of our experts, visit the agency's crisis management offering or contact [email protected].

About FleishmanHillard
FleishmanHillard is the world's most complete global communications firm, specializing in public relations, public affairs, marketing, paid media, and transmedia and social content. FleishmanHillard delivers on The Power of True, reflecting the firm's high values, and unique ability to guide clients through a world demanding unprecedented authenticity and transparency.  FleishmanHillard was named "Standout Agency" on Advertising Age's 2013 A-List; NAFE's "Top 50 Companies for Executive Women" for 2010-2013; Advertising Age's 2012 "Best Places to Work"; and The Holmes Report's 2012 Global "Public Affairs Agency of the Year." The firm's award-winning work is widely heralded, including at the Cannes International Festival of Creativity. FleishmanHillard is part of Diversified Agency Services, a division of Omnicom Group Inc., and has more than 80 offices in 29 countries, plus affiliates in 42 countries. Visit us at www.fleishmanhillard.com.

About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

SOURCE FleishmanHillard