Burson-Marsteller

800 years of experiences and insights on crisis gathered at the Crisis Club

by Anders Bylund on 5th November 2009 • The Cast Blog

Yesterday 60 communications executives from a diverse range of businesses and industries and leading crisis experts from across EMEA met at the second B-M Crisis Club, this year in London. My rough estimate of the experiences and insights gathered in the room adds up to over 800 years. The overall theme was managing risks in an age of uncertainty. The key note speaker was Secretary Chertoff, today Chairman & Managing Principal of the Chertoff Group, a security and risk management advisory firm, and a strategic partner company to Burson-Marsteller. He shared reflections and learnings based on his extraordinary experiences and achievements. Ranging over many of the last decades’ largest global crises and risks; including everything from natural catastrophes, digital risks and the investigation after the September 11 terror attacks, and the formation of the Enron Task Force. His experiences and achievements also include investigation and prosecution of political corruption, corporate fraud and organised crime, in Southern New York and New Jersey. Some key take aways from my side was the importance and challenge of recognising risk, and the need for businesses to implement proactive measures and preparedness.

The round table discussions did cover topics such as the ROI of crisis preparedness, social media, 360 degree stakeholder relations and the post-recession recovery.

We also presented and discussed a study carried out by Burson-Marsteller and PSB on crisis preparedness. Although 60 percent of the European business leaders in the survey have experienced a crisis and more than half of these have experienced one in the past year, only 53 percent currently have a crisis plan in place. 94% of those businesses with plans think it saved them money – on average one-third of the average cost of a crisis.

It is quite amazing that we in the year of 2009 when we have seen so many consequences of insufficient crisis preparedness and bad crisis communications, there are still business leaders who put their companies’ existence, the jobs of all employees and the money invested by their shareholders at stake by not having the necessary crisis preparedness in place.

It was at the same time refreshing to learn and discuss with so many companies participating in the Crisis Club who really understand the importance of a crisis plan. And who do not only see it as an insurance, but also part of their responsibility toward their 360 degree stakeholders.

In an increasingly complex and fast-moving world, where many of us are on-line around the clock, we not only need in real life (IRL) meetings but also time to reflect. And that is also the purpose of the Crisis Club. And the access to a powerhouse of 800 years of experience, sharing their views and thoughts, not only gave me lots of inspiration, but also helped me to take my insights to a new level.

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