NEW YORK: FleishmanHillard has launched a set of monitoring tools and an employee certification program for crisis response.
The agency developed a methodology for crisis communications called ARC, which stands for “assess, resolve, and control.” Over the past several months, it brought together about 70 counselors in the US, Europe, and Asia for a training program that covered crisis case studies, best practices, technology and social media, and reporting. Each staffer took a test and received a certificate upon graduation from the course.
Every Fleishman crisis employee will be required to complete the course. The agency will tailor the program to different sectors, such as healthcare and energy, and make it available to staffers outside the crisis practice, as well. It also plans to train clients' communications, finance, and legal teams.
Senior crisis specialists, such as Asia-Pacific crisis management leader Brian West, EMEA director Harald Simons, and Americas leader Tim Beecher are overseeing the program. Members of Fleishman's international advisory board are also lending their expertise.
The Omnicom Group agency implemented the program to create greater consistency in its crisis practice globally, said Bob Winslow, MD of practice groups. Fleishman operates more than 80 offices in 29 countries, along with affiliates in 42 countries.
“Although it's our own process, the methodology allows us to solve problems consistently around the globe and also draw upon the full resources of the agency, connecting counselors in local markets,” Winslow added.
The firm also updated its crisis-monitoring tools to track influencers and social media conversations in various languages, including Eastern and Western characters, Winslow said. It made the tools available on mobile devices, as well. The platform, called FH 2020, has been under development for the past six months.