Loyalist PR students enjoyed a visit this afternoon from John Cooper, author of Crisis Communications in Canada (2006).
John's presentation focused in on the 2004 Royal Bank of Canada ATM crisis. He walked students through each step of the case, from identifying the problem to key messaging and post-crisis evaluation.
"The crisis isn't necessarily over when you think it's over," he pointed out. "You need to rely on your publics and the media to let you know when the crisis has passed."
Loyalist PR students discussed the effectiveness of the RBC approach to crisis communications, along with other recent cases ranging from Maple Leaf Foods Canada to the 2007 taser case in western Canada.
John's visit followed a morning spent focused on a mock disaster where students had the opportunity to work through a crisis using their own strategic skills and communication abilities. Great work, everyone!