Pillsbury Partners Discuss Crisis Management at Corporate Counsel’s General Counsel Conference

Campbell, head of Pillsbury’s crisis management team, and Quinn, partner in the firm’s aviation practice, used a recent example to highlight why companies should first gather the facts to determine the veracity of media reports before responding to incidents.

In late April, the collapse of a clothing factory in Bangladesh led to the deaths of more than 1,100 people. Many retailers, including Benetton, were linked to the factory by the media. The company issued a denial on the same day as the accident, but later released a statement confirming that a Benetton order had been shipped by one of the manufacturers in the building.

Campbell and Quinn advised using a holding statement that expresses concern and engagement while the company is determining the facts.

According to both partners, the general counsel’s office should be the epicenter of any crisis management efforts. This includes helping control the timing and content of media communications while preserving attorney-client and work product privilege.

Quinn explained that previously, companies could control the flow of information and manage sessions with press, but social media has changed that. Now, information often comes from outside the company. Training spokespersons and utilizing all available social media and Internet communication tools are essential for companies managing crises, he elaborated.

Both recommended that companies carefully monitor all communication channels as company employees also do occasionally give their input on an incident. Unauthorized messages could confuse the public and hamper the company’s crisis management strategy.