Crisis Management
- roebuckjaimie
- May 11, 2020
- 2 min read
Updated: Mar 9, 2022
I. COVID-19
Phase 1: I was redeployed as an Active Screener, screening all staff, physicians and patients who entered the hospital to help prevent the spread of COVID-19.
Phase 2: I joined the Redeployment Centre to aid with the implementation of strategic operations for all COVID-19 planning and recovery.
Phase 3: I helped launch the Equity, Diversity and Inclusion Committee to ensure these principles were applied to all COVID-19-related activities at WCH.
Phase 4: I became a leading member of the strategic COVID-19 response team, managing internal and external messaging, running webinars and our multi-language vaccine video campaign, providing on-site communication support at vaccine clinics across the city and leading reactive communications measures stemming from emergency codes.
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II. Banana Boat Sunscreen Burn Issue
Stories began circulating in the press stating that Banana Boat sunscreen products were causing chemical burns. I managed the media relations team during this 16-week issue, pulling each new story that emerged into a media tracker for the executive Banana Boat team. I then provided counsel on how to proceed, including sharing recommendations for next steps, drafting necessary statements to the press, conducting outreach to Health Canada and developing responses to complaints and concerns on the brand's social pages.
III. Playtex Baby Plates & Bowls Recall
Playtex Baby had to recall a line of their plates and bowls due to a choking hazard. From a PR standpoint, I helped them implement strategies to maintain positive brand recognition, customer trust and loyalty. Tactics included reacting quickly with an announcement before the press could create a false narrative, developing clear messaging about the recalled product to take responsibility, maintaining open lines of communication on social media with the brand's loyal customers and offering refunds for those who had already purchased the product.
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