Crisis Communications Plan for Scotiabank

By Mark SkeffingtonApril 13, 2010

Purpose and Objectives “We at

Scotiabank have an obligation to plan for any

eventuality that may harm the

well-being of our business and reputation.”

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• Protect value of assets

• Protect our reputation

• Protect sales and market share

• Spell out protocolsPresident and CEO Rick Waugh

Bankruptcy

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RobberyHostage takingRate hike anger

Foreclosure

Employee fraudLabour dispute

Reputation attacked

VandalismIrate

customer

Natural disaster or fire

Discrimination caseWorkplace violence

Disease

System crashHacker attack

Stock market crashGov’t probe

Hostile takeover

CEO dies suddenly

OT lawsuitTerror attackUnion drive

LayoffsPandemic

Run on bank

Low ----------------------------- IMPACT --------------------Devastating

Hacker attack

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Employee fraud

Overtime lawsuit

Top-3 risks

Media statement – Employee fraud

“Canadians have entrusted their money with Scotiabank for more than 170 years. We take our obligation very seriously. . .

“No customers will be left out of pocket . . . We apologize if any of our loyal customers have been affected . . .

“Scotiabank already has some of the toughest security measures in Canada and the world to guard against employee fraud.”

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Dark websites

• Scotiabanksecure.ca• Scotiabankhealth.ca• Scotiabankbusiness.ca

• Company history• Executives/Board• Prepared statements• Media area• FAQs section• Twitter, YouTube, Flickr• RSS feeds

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