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The Crisis Communication Plan

Xin WEN Tencent Crisis Communication Team

* Some Background to the Plan
Founded in November, 1998, Tencent has grown into one of China's largest and most used Internet service portal. Since its establishment over the last decade, Tencent has maintained steady growth under its user-oriented operating strategies. On June 16, 2004, Tencent Holdings Limited (SEHK 700) went public on the main board of the Hong Kong Stock Exchange.
Tencent’s leading Internet platforms in China – QQ (QQ Instant Messenger), WeChat, QQ.com, QQ Games, Qzone, 3g.QQ.com, SoSo, PaiPai and Tenpay – have brought together China's largest Internet community, to meet the various needs of Internet users including communication, information, entertainment, e-commerce and others. As of Dec 31, 2012, the active QQ users accounts for QQ IM amounted to 798.2 million while its peak concurrent users reached 176.4 million. The development of Tencent has profoundly influenced the ways hundreds of millions of Internet users communicate with one another as well as their lifestyles. It also brings possibilities of a wider range of applications to the China’s Internet industry.
In 2007, Tencent invested more than RMB100 million in setting up the Tencent Research Institute, China's first Internet research institute, with campuses in Beijing, Shanghai, and Shenzhen. The institute focuses on the self-development of core Internet technologies, in pursuing its development and innovation for the industry.
In 2006, Tencent inaugurated the Tencent Charity Fund, the first charity foundation set up by a Chinese Internet enterprise, and the public charity website gongyi.qq.com. The website focuses on youth education, assisting impoverished communities, care for the disadvantaged, and disaster relief. Tencent has currently begun a number of public charity projects across China. It strives to help build a harmonious society and to become a good corporate citizen. * Crisis Inventory for Tencent

Type | Description | Impact | Probability | When | Environmental Crisis | Tencent have launched “QQ online time rating services”, the long-time online user will be able to enhance their grades in their QQ account. In order to upgrades the grades. Most users are staying online the whole day by keeping their computers on and connected whole day. | Tencent has changed the polity by counting the days, instead of hours.3-considerable damage to brand image | 3-Possible | 2004 | Law Issues | Privacy Issue; 360 privacy protector discredited QQ, and unprecedentedly pushed out to its users through pop-outs.Copyright claim; many of Tencent’s software and services are remarkably similar to those of competitors. | 60% of the users choose to uninstall QQ software.4-serious financial loss and damage to brand image | 4-Probable | 20102009 | Systems Failure | USB keyboard users press any button might cause blue screen or even restart, because of QQ password protection. | 4-finacial loss & considerable media interest | 4-Probable | 2006 | Security crisis | Because of its popularity, it has become the most ideal way to spread the virus. | 4-possible financial loss & lost customer loyalty | 4-probable | 2006 | Employee lawsuit | Tencent Holdings launched a legal battle against a smaller rival by suing 15 former employees who jumped ship to join the upstart. | 3-Considerable damage to employee relations and public image. | 3-prosibility | 2008 |

Graph Tencent’s Crisis Inventory

Tencent Crisis Communication Plan

Dear Netizens,

Tencent is pleased to provide this crisis communication plan for your use when working with the media, competitors and community in crisis situation. The operations for our user are really important, also for our employees. We all know the future crisis is unpredictable; however, we can prepare some plan for the crisis that it has happened before.
This crisis communication plan not only addresses media relations and communication issues, but also includes procedures for the rapid assessment of potentially harmful situations and the methods for responding to those situations quickly and effectively.
You will find the details of the contacts of communication team member, the operations and the impotent steps for users and employees to take when the crisis happened.
The plan is designed to be used in connection with the normal decision-making hierarchy of the company, also to operate in an effective way.

Sincerely,

Huateng MA

* Rehearsal Date
For those crisis happened often, employees should practice at least every 6 month. The software support group should practice the system failure crisis every month.

* Purpose and Objective
It is the goal of this crisis communication plan to establish guidelines for dealing with a variety of situations, and to ensure that employees and users are familiar with those procedures and their roles in the event of a crisis.
The 3 keys message for crisis that Tencent upholds are tell it all, tell it fast and tell the truth. As long as we work in accordance to these 3 key messages, we will be able to say we have done all we can do resolve or reduce the impact of the crisis.

* List of Key Publics * All company executive presidents and group header * Emergency management team * System/program designer * Online users * Employees * Software Suppliers * Government agencies * Administration &Security * Social media platform (Weibo, wechat & RENREN)

* Crisis Communication Team
Please find the contact information on the below chat,

Name | Title | Office | Cell(+20) | Email Address | REN Yuxin | Chief operation Officer | Mobile internet group | 40088888 | Renyuxin@qq.com | Huateng MA | Core Founder | Chief Executive Officer | 40088888 | HuatengM@qq.com | TONG Taosang | Senior Executive Vice President | Social Network Group | 40088888 | Ttaosang@qq.com | LU Shan | Senior Executive Vice President | Technology and Engineering group | 40088888 | lushan@qq.com | LIU Chang | General Manager | Public Relation Group | 40088888 | Liuchang@qq.com |

Assistant crisis manager (when team manager is unavailable)
Daosheng Tang, Manager, Social Media

* Notifying Publics
General Communication
Tencent 24-hour emergency hotline: (020)40000000

Establish an employee notification process with redundancies. This includes at least two of the following communication strategies: * A 24-hour phone * Password-protected web page for employees/uses access(centralized emergency status) * Email alert * Call-in recording system * Text/date alert system * Face to face notifying * Post news on QQ.com

Publics | System Failure | Security Crisis | All company executive presidents and group header | Email Alert/Text Alert | Call-in/Password-protected | System/program designer | Call-in/Text Alert | Call-in/Password-protected | Emergency management team | Call-in/Text Alert | Call-in | Employees | Text Alert | Password-protected/ Email Alert | Software Suppliers | Email Alert/ QQ.com | Email Alert | Government agencies | Email Alert | Email Alert | Administration &Security | Email | Email Alert |

* Media Spokesperson
LIU Chang as the head of PR, she would be authorized to be the spokesperson for any kind of emergency. She should operate with the entire crisis communication team before releasing information. She should corporate with the Technology and Engineering group and Social Network Group to make sure that the key messages given to public and employees are accurate.

As the head of the communication team, LIU Chang might not be able to speck the issues about system failure. In this case, LU Shan, the Vice President of Technology and Engineering group will speck instead. For the lawsuit case, Huateng MA will represent the company to speck to public.

* Emergency Personnel and Local Officials
ZHEN Liqin, General Manager, Security Department 40088888
LU Shan, Vice President, Technology and Engineering group 40088888
China Police 110
China Fire Department 112
China Emergency Medical Center 120
ZhenGu Hospital 40088888

* Crisis Communication Control Center
Also, Tencent has co operational Crisis Control Center. In case that crisis has happened, Tencent users and employees are permissive to use the facilities.
Mi Global, Preferred location
HUAWEI, Technology Support, Xicheng Jinrong St, Beijing
Beijing Kewei Human Recourse Services Center, 31North 3rd Ring Road Middle Haidian, Beijing

* Equipment and Supplies
Tencent will provide all employees a MI cell phone and a laptop. For crisis communication team, they should have the data base of the whole company’s contacts. Also, Tencent have a backup communication app on the cell phone, in case the security system gets attached.
Tencent crisis communication team would provide following supplies: * Battery-powered radio * Walkie-talkie * Generator power packs * Telephone directories * Cameras

* Pre-gathered Information
The following information should be kept by the crisis communication team: * Create Key users list and notification process for communications * Create critical vendor, key supplier and alternate supplier lists and process for communications * Add a copy of the media policy to employee handbooks and make sure all employees are aware of it. * Provide each employee a laminated card with contact information for his/her assigned supervisor and other department contact information for the crisis communication team. * Given supervisor laminated card with contact

* Key Media * Weibo * National News * Newspaper * Blogs * Company’s home page * Co operated partner website * Poster * Key Messages
In the event of a crisis, these key messages will serve as the basis for specific messaging in response to the event at hand. * Dear users, we advise you to go to our website for the accurate information, www.tencemt.com . Or you can subscript our Weibo channel for further information. If you have any question, please do not hesitate to contact us. Here is our customer service email: customerservice@qq.com . We will get back to you soon. * Sorry for bring you the incontinence, our IT support team is working on it. We are trying our best to fix the error. We appreciate your patient. Thank you for your co operation. * We have been informed by our security system team that our system went down. Please do not use the software at the moment.

* Website and Social Media
Tencent has multiple website for you to leave you feedback, comments and questions. Our customer service/ human resource department will get to you within 48 hours. * Our Weibo account @tencent or @qq * Our Wechat account: QQ * Our official website, www.tencent.com * www.qq.com * www.soso.com * www.paipai.com

* Trick Questions
Tencent is an IT company, so Trick Question normally from media related to security crisis and system failure. * Is the security system dependable?
We have been grading our new security system; we also improve our security standar. We take the security system seriously, and we make sure the uses can use it safely. * How this the crisis started? What exactly was the mistake?
What happened was due to a communication mistake in our team. (Tell the specific situation) * How did the crisis affect your relationship with your co operations? (i.e. MI Global)
We consider that our relationship with MI Global is still very strong. MI Global total understand out situation, they are also supporting us at the moment.

* List of Prodromes * Beware of cash offers. Please verify the identity of the contact first by phone or video. * This link have been through our security check, please be sure that you trust this website.

* Evaluation Form
Please take a few moments to complete the following question. When finished, please submit this form to your supervisor. Thank you.

Date of the crisis | | Description of crisis event | | What was successful? | | What process should be improved? | | What did not work during the crisis? | | Advice for the future? | |

Reference:

Kathleen Fearn-Banks (2011). Crisis Communications: A Casebook Approach 4th edition http://www.tencent.com/en-us/index.shtml http://wenku.baidu.com/view/85b7892e3169a4517723a3eb.html http://wenku.baidu.com/view/ffcd3a1f964bcf84b9d57b8d.html http://www.chinahush.com/2010/10/31/360-vs-qq-you-steal-private-information-oh-yeah-your-wealthy-ceo-cheats-housing-allowance/

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