Posts Tagged ‘Dairygold’

Avoiding the Snowball Effect

February 11, 2021

The beauty of the flurry of snowflakes falling outside my office/spare bedroom window is magical. Yet experience, and probably age, inspire a level of concern and consideration as to the knock effects a heavy and prolonged snowfall can have.

This may be the start of the snow that we’ve been warned was coming over the past week. We’ve been braced for ‘Beast from the East 2.0’ conjuring memories of the Siberian snowstorm that shut much of the country in 2018.

Little did we know that being restricted in movement would be so passé by 2021, having spent the last 12 months in some level of lockdown and what seems like a constant degree of crisis management and “pivoting” as a result of a global pandemic and Brexit, among other things.

As head of Communications back then for Dairygold, the ‘Beast from the East‘ posed immense risks and consequences to the logistics and operations of the business.

How to reach farms to collect milk when the rural roads were impassable, what of the milk that couldn’t be collected? How to support suppliers when they needed their Co-Operative most? Not to mention, the day-to-day operations of the international business, the welfare of hundreds of staff, its processing and manufacturing sites, retail stores etc.

Business continuity kicked into action early, with planning for such scenarios already in place to as much of an extent as possible. I was proud to have been part of the business continuity task force regularly updating management, assessing risks and addressing the complex requirements of all stakeholders. Again, little did we know that orchestrating remotely with efficiency and in collaboration would become a modus operandi for so many of us two years later.

Communications, both internal and external, is critical to linking the elements together. I’m grateful to Dairygold’s management and in particular its CEO Jim Woulfe who astutely valued and recognised the role communications plays in continuity planning and situation management. They led by example on the value of communication across the business.

Underestimating the importance of communications in continuity planning and situation management is one of the biggest risks to a business that can have serious and long-term consequences to safety, operations, reputation, staff morale, you name it.

If you’re a corporate working with an agency or have communications support internally, it’s vital that you see them as your partner. If you don’t have day-to-day support, it’s important to recognise when you may need it and where to go if/when you need Crisis Communication, Litigation Support Services.

We may not always know, or need to know, the nitty gritty but it’s crucial to know enough to devise a strategy, trouble-shoot effectively and be as proactive as possible. From our perspective, business continuity planning, Crisis PR and situation management is a heady mix of proactive and reactive communications. Above all, for it to work, clear and effective channels of communication must be open.

At times we remind and reassure clients that we’ve got their back.

We’re there 24/7 to support, prevent and mitigate adverse outcomes for our clients but we can’t support if we’re in the dark. A quick call or line to your communications partner helps to identify and tease out the risks and the requirements, if there are any.

It gets the cogs turning and can be one of the most important calls that’s made. Communication is not the enemy, it’s the solution. If you have time on your side, media training is also a hugely worthwhile exercise for preparedness which you’ll hope you never need.

Whether it’s for reasons of a lack of time, clarity, silo mentality or containment, communications support can fall down the priority list and it can snowball from there...

Aoibhinn

Aoibhinn Twomey, former journalist, is an Account Director with Fuzion Communications and is part of the Crisis Communications team, offering Crisis Consultancy services from offices in Dublin and Cork, Ireland 


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