Public Trust Crisis Communications Preparedness Plan

The Challenge: G3 is in the business of responsibly and safely moving grain throughout Canada and the world. It is part of a complex food system that involves local farmer families and large international food companies. As G3’s business has become more complex, diverse, and global, G3’s Executive recognized the probability of an emergency event as a corporate threat was increasing exponentially. Emergency events, such as grain contamination, environmental disaster, trade wars, and transport disruptions are becoming increasingly more likely. 

Crises challenge the trust of stakeholders including farmer customers and commercial customers around the world. Being prepared to respond in such instances can make the difference between returning to business as usual more quickly (and sometimes stronger) and significant delays, loss of business, and embarrassment.

The Solution: Creating and working collaboratively with G3’s communications lead, we developed a Crisis Communications Preparedness Plan. Our methodology included brainstorm session on possible crises which included a rubric for the likelihood of occurrence and degree of crisis level. The plan prioritized possible crises accordingly. It was organized into major sections, including pre-, during and post-crisis. Areas of focus included rules of engagement, roles, stakeholder involvement, internal communications needs, streamlining communications approvals, and a social media crisis communications plan.

The Outcome: G3’s communications lead successfully presented the Crisis Preparedness Plan to the Executive, who have since supported its strategic recommendations. G3 is now better prepared to successfully respond to possible crises, lessening the negative impact affecting industry, stakeholders, and end customer trust.