Page 206 - Crisis Communication Practical PR Strategies

7
8
1 187

16 Risk managers

New leaders in crisis

communication?

Odile Vernier (France)

Introduction

The job of risk manager is a fairly new one. It was originally focused on
assessing the risks linked to a company’s activity and on how to limit or
eliminate those risks. But it soon became apparent that the communi-
cation aspect had to be included and coordinated with the communi-
cation manager and consulting firms that specialize in crisis
communication.
While risk managers initially managed insurance-related risks, their
job is becoming increasingly important in companies as they are called
on to manage corporate communication as well. This is as much due to
the various laws that call for more transparency (the Sarbannes–Oxley
act in the United States, new requirements on corporate governance
in France, etc) as it is due to the financial risks that threaten a brand
and its reputation.
The risk manager’s main mission is to identify and reduce the
impact that a random business risk could have on a company’s
finances and future development. This includes hazard-related risks
(accidents, theft, fires, accidental pollution, etc) and all the threats
related to brand damage and its effect on the company.
The risk manager’s mission, as defined by AMRAE, the French risk
management association includes:

Identifying the main risks that could likely affect a company’s financial
position and performance; ensuring that all subsidiaries have the tech-
nical management and training necessary for reducing risks; negoti-