Issue Management Council

IMC Webinar - Hitting the Pause Button on Gift Card Scams: Strategic Issue Management at Best Buy

IMC Webinar - Hitting the Pause Button on Gift Card Scams: Strategic Issue Management at Best Buy

Featured Speaker: Kirsten Morell, Senior Manager, Issues Management at Best Buy

Date: 5 February 2019 - 11:30am to 12:30pm, Eastern

You may have been in this situation: You are hearing a handful of reports of a negative experience popping up in multiple sectors of your "radar" screen. It's not a stop-everything crisis, but the story is consistent and stakeholders expect you to take action. This is the moment when it takes discipline and a strategic mindset to consider whether to jump into crisis mode, create a broad coalition or make a public statement. Or, consider whether there is a better option.

This scenario recently unfolded across the retail industry. As gift cards have grown in popularity over the years, they are increasingly used by scammers as an easy way to steal money from innocent victims. When multiple sources - store managers, security experts, activists, elected officials and media - identified a possible issue at Best Buy, it became clear that there was an opportunity to launch a classic issue management strategy to protect stakeholders while also advancing business goals.

Kirsten Morell, Senior Manager Issues Management at Best Buy, will discuss how Best Buy rose to the occasion, activating internal allies (employees, product team, retail operations, legal, government affairs, communications) and external advocates (consumer groups, Attorneys General, media) in a strategy to combat fraud, especially among the more vulnerable population of seniors. Morell will discuss how Best Buy achieved the following:

  • Develop alternate ways of delivering time-honored and highly profitable product-then build acceptance for the change among internal colleagues
  • Frame the issue in a way that is authentic to the business and resonates with audiences
  • Identify existing and potential external partnerships as third-party participants
  • Anticipate and avert ways that the issue could cause unintended consequences
  • Define and measure success in ways that speak the language of business and the general public

It's an instructive case study in how to help your company understand options, think outside the box and reap benefits.

IMC Members can attend the webinar for US$50. Vouchers can be applied to this webinar by entering the voucher code prior to final check-out.

All others are welcomed to attend for US$100. If you are not yet an IMC member, join now and receive discounted webinar access.

Registration closes Monday, 4 February at 12 noon ET.  

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