Insurance giant’s simple crisis plan is a template for brands

Chubb Group’s crisis communications protocol makes sense in the age of social media.

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Regardless of the issue, the global property and casualty insurance firm focuses on its core value when responding to crisis events. It harkens back to company founder Hendon Chubb, who said, “Never compromise integrity.”

Based on this credo, Mark Schussell, vice president and PR manager for Chubb Group, shared the company’s big-picture crisis-management plan at a recent conference. Given the vast scope of the company—10,000 employees in 27 countries—the approach is simple and straightforward, based on this trinity: Don’t cover up; fix the problem; apologize.

Here’s an outline of Chubb’s protocol:


• Identify and prepare for potential issues.
• Communicate with the customer service and legal teams.
• Get the facts and prepare statements.


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