Situation/Challenge

As the world’s largest battery manufacturer (2017), Fortune 500 company Johnson Controls recognized the need to expand its existing crisis response protocol to include the company’s Power Solutions plants, located in China. This would provide onsite employees and local leadership with the essential resources to effectively help manage a crisis or other serious incident onsite.

Our Approach

In partnership with Johnson Controls team members in both Milwaukee and China, Branigan Communications developed a crisis communications manual and infrastructure to clearly state the policies and approved procedures for managing communications during crises or other serious situations, and also to provide guidance on what steps to take should major crises occur. A critical step of this process was ensuring that all the content in the manual directly supported the existing enterprise-wide crisis management plan.

The manual centralizes comprehensive information including the following:

  • Crisis communications notification process
  • Data collection process outline and guidelines
  • Crisis level definitions and examples
  • Crisis scenario-specific outlines
  • Messaging development guidelines and approval process
  • Location-specific information
  • Post-crisis assessment

A crisis is defined as a low-probability, high-impact event that threatens the viability of an organization and is characterized by ambiguity of cause, effect and means of resolution, as well as a belief that decisions must be made swiftly. For any company, preparation for emergency situations is critical, as is the ability to respond quickly and effectively should a crisis occur.

Value Delivered

The expansion of Johnson Controls’ crisis management infrastructure strengthens the company’s ability to prepare for, manage and recover from crises with the potential to impact the company’s reputation among stakeholders. It also fosters employee confidence in the resources available to take an active, productive role in onsite crisis management.