


Here are three key components of a robust crisis media plan: Every organisation should have a regularly updated crisis communications plan that contains a crisis media strategy. IT failures, cyber-attacks and the resulting media onslaught and social media customer backlash are scenarios that TNR uses to train banks, supermarkets, transport companies and others in TNR crisis media training and crisis media handling courses. A customer using the TSB Online banking app on an iPhone reads a message from TSB CEO Paul Pester apologising for IT issues which left online customers unable to access their money and some able to see other people’s accounts. Yet TSB’s inability to get to grips with the technical problems have made it virtually impossible to counter the relentlessly negative story in the media. As the crisis dragged on and pressure increased on TSB, the bank upped its response, with increased interest rates for savers and a decision by CEO Paul Pester to forfeit a £2m bonus. The bank apologised quickly, promised that customers won’t be left out of pocket, thanked customers for their patience and waived overdraft fees and interest charges. Ironically, TSB’s communication has been exemplary in some respects. The Daily Mail headline “Totally Shambolic Bank” summed up the situation for tens of thousands of customers who, two weeks on, continue to complain that they can’t access their bank accounts.
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The tragedy of TSB’s botched IT upgrade is that the bank has made things far worse for itself by handling the situation so badly.
