Outcome-based Crisis Management for COVID in Myanmar

As Myanmar public and private sectors begin their journey of dealing with COVID. I wanted to share my take on how we at Ruder Finn Era Myanmar are counseling some of our top clients on managing and mitigating the crisis.Our senior reputation management leadership are joining weekly calls with clients to counsel and advise courses of action - but that's just what they are, courses of action. Every course has an end, and I wanted to share a few ways in which we are framing success for managing the crisis for our clients in Myanmar. Here are the questions we will ask as a matter of benchmarking success and evaluating it at the end.

• How many of your staff got ill? What did you do for them?

• Have you limited reputational damage? Did your stakeholders feel good about your decisions?

• Did your market value or brand equity improve? Did your competitors do better?

• Have you managed to retain staff? Did you lose any employees, what was the effect on others? On your reputation as an employer?

• Did any customers leave you? Would they come back?

• Has profitability increased?

• Does the general public have a better or worse opinion of you?

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