FleishmanHillard builds up crisis communications offering

FleishmanHillard has expanded its crisis communications practice with the deployment of FH 2020.FH 2020 is a digital media crisis management solution offered to clients regardless of location and enables businesses to prepare, anticipate, detect and mitigate crises in real-time through a strategic combination of people, processes and technologies.According to the agency, the businesses today are faced with a different set of challenges – building and protecting reputation while moving at the speed of social. In addition to monitoring and understanding the ever changing traditional media landscape, crisis today is exacerbated by social media.“There has been a major paradigm shift in the way crises break in today’s digital age. It is no longer just about managing your reputation in traditional media sources. It is also about managing and monitoring countless social media accounts, websites, platforms and forums to understand the social dialogue around your brand in order to prevent any crisis before it happens. And this poses a serious challenge to many businesses who are not accustomed to managing such a vast and extensive source of information,” Brian West, global lead, crisis, FleishmanHillard saidManaging social dialogues around brands in this unpredictable environment is only going to become more challenging with most crisis situations now being aggravated (or initiated) by a digital crisis.Designed as a digital media crisis management platform, FH 2020 comprises a distributed network of trained analysts based in key markets across the globe. These analysts work together to provide real-time, global, multi-lingual data, integrated with a collaborative work space and a real-time content creation and distribution system. In a crisis, FH 2020 can be set up within minutes, providing critical real-time data and business intelligence to put insights into the hands of key decision makers:People – With a physical presence in 12 time zones and covering more than 20 languages, the FH 2020 network of more than 150 certified crisis counsellors ensures that FleishmanHillard can address local, regional and global crises immediately and on an on-going basis.Process – FH 2020 uses proven and tested approaches for onboarding, threat assessment and anticipation, reporting, and deploying the most effective mitigation and response tactics across our network.Tools – FH 2020 uses best-in-class tools for monitoring traditional and social media, running crisis simulations, and establishing command centres, and can easily work within a client’s existing technology infrastructure.“Social media can be an unpredictable factor in any crisis situation. We are witnessing a rise in the number of crises that emerge through digital platforms and it is imperative that businesses have in place a proper system to manage and monitor the kind of social media dialogue and sentiment that is being generated about their brands,” Michel Mommejat (pictured), managing director, digital engagement Asia Pacific, FleishmanHillard added.