H+K rolls out 'Flight School' crisis-simulation platform

NEW YORK: Hill+Knowlton Strategies has launched a crisis preparedness platform that simulates activity on social and traditional media.

NEW YORK: Hill+Knowlton Strategies has launched a crisis preparedness platform that simulates activity on social and traditional media.

Called “Flight School,” the tool is the result of collaboration between the agency's crisis and digital practices. It expands on H+K's previous crisis drills with clients by incorporating exercises on social media, mobile, and traditional media.

Flight School will bring together company representatives over the course of several hours or a day to respond to a simulated crisis. By logging on to the dashboard, participants will be able to see activity on blogs, Twitter, Facebook, and news media. They will also receive alerts on their smartphones. Participants can then respond by issuing a press release, writing a blog, or posting on social media.

After the simulation, participants will receive a report card with recommendations for improving their company's crisis procedures.

Before launching Flight School, H+K conducted crisis drills by gathering clients in a conference room and walking them through a prepared script, said global CTO Josh Hendler. However, the platform is more immersive and realistic, he said.

H+K plans to use integrate Flight School into existing communications programs, as well as bring on new clients to use it, Hendler said.

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