Our scenario centred on a culture of irresponsible drinking in Alcovia, a problem that was further complicated by widespread trade in counterfeit beer. The story unfolded through various channels, including TV reports, newspaper headlines and Twitter feeds. We brought in professional actors to play the roles of stakeholders including government ministers, industry representatives and anti-alcohol campaigners.
We ensured that delegates were stretched to their limits by introducing three more challenges as the day unfolded, each one necessitating a change in approach.
Throughout the session the delegates were supported by our experienced faculty of coaches, who guided and challenged them to develop and implement a successful crisis communications strategy.
By the end of the day, SABMiller’s senior managers had received a complete, real-time experience of engaging with a wide range of internal and external stakeholders. They understood the value of direct and empathetic engagement in a timely manner, and gained a new awareness of channels they could use to positively influence the media narrative.