Com 597 B: Crisis Communication Strategies in a Digital World
LoJack Bracelet Crisis Response Strategy
Steve Landis Lauren Witt Lily Zimmerman
Background • LoJack recently introduced a bracelet product designed for university/college students that allows the wearer to press an Alert Button and immediately summon law enforcement to user’s specific location. More than 10,000 bracelets are in circulation among U.S. students. • Crisis: Public reports, including one featured on CNN’s AC360 primetime program, indicate individuals are hacking into the LoJack devices to stalk and harass students.
Situational Analysis • Free trial period - offered to existing LoJack service subscribers with an eligible university/college student. • Customer opt-in (beta test version) • Customer feedback requested via survey at end of free trial period.
Major Stakeholders • LoJack employees • CalAmp (acquired LoJack March 2016) • TomTom and Absolute Software as LoJack business partners • All LoJack product/service users • Parents/family of LoJack Bracelet customers • University/college administrators (particularly residential “in loco parentis”) • University/college Regents, alumni, current students • Police force/law enforcement • Local government • Regulatory bodies (Federal Communications Commission, Federal Trade Commission, etc.) • Potential criminals, hackers, bad actors • Competitors in Internet of Things (IoT) and wearables technology • Competitors in safety/tracking systems (AwareGPS, OnStar, etc.)
Key Messages
• Reassurance of: features and benefits • Safety, Security, and Protection – return to Key Messages in each communication • Features and benefits • Use Key Messages for Q&A bridge transitions; return to these points • Broaden appeal with rebrand and stakeholder engagement: underscore commitment to personal and community safety
Implementation Strategy - Communication Tools
Internal Communications ● All-Hands briefing call ● Letter to all POC for internal stakeholder groups ● Overall rebrand ● Distribution of talking points/media response protocol, Tough Qs
External Communications - Media Relations Strategy ● Fact vs. Fiction ● Microsite – decide distribution strategy ● Press release on web, Facebook, Instagram, Twitter ● Letter to all points of contact (POC) for external stakeholder groups ● AC360 testimonial & interview with LoJack management, Announcement of alignment with National Association of Students Against Violence Everywhere (SAVE), represented by celebrity activist Marissa Haart ● E-newsletter for Lojack Bracelet users ● Op-ed
AC360: Follow-Up Plan • AC360 was the original venue where the crisis publicly emerged, so we are aligning with this original outlet for the external response. AC360 Format: • LoJack CEO talks briefly about genesis of the Bracelet, data compromised, gives apology, explains mitigation strategy, and emphasizes close working relationship with local/state/federal/university police. • CEO then reads part of a note from mother thanking LoJack for assisting daughter with the use of the Bracelet. • Bring onstage mother, daughter, and police officer who responded to the call. • Visibly emotional mother tells relatable and true story with daughter by her side. • Police chief talks about the notification process once daughter pressed the Alert System button. • LoJack CEO announces new sponsorship with National Association of Students Against Violence Everywhere (SAVE) and introduces celebrity activist and SAVE spokesperson Marissa Haart “sells” our inspirational Safety, Security, Privacy value proposition.
Rebrand • Aggressively embracing the future with expanded products and services targeting a safety-conscious and tech-savvy clientele. • Personal vehicle ownership and interest among the 16-35 year-old demographic continues to decline. • Seeking community safety partnerships with younger drivers, their families, and law enforcement.
Tough Qs • • • • • • • •
Did LoJack provide warning to customers of the risks associated with using its tracking system? What steps has LoJack taken to fix this vulnerability band communicate with affected customers? What legal action has been taken to address the misuse of LoJack’s product? Who is liable is this situation? Have there been any serious injuries or fatalities connected to LoJack Bracelet hackings? When did the breach first occur? When was the firewall repaired/closed? How did the breach occur? Is LoJack confident this breach will not occur again?
Legal Considerations • Electronic Communications Privacy Act • Regulatory Bodies • Federal Communications Commission (FCC) • Federal Trade Commission (FTC) • Federal Education Rights and Privacy Act (FERPA) • Local government, law enforcement, regulatory bodies Short notes on: • Data encryption • Privacy policy (customer opt-in) • Personally Identifiable Information PII - what was/was not compromised
Ethical Considerations
• Safety & Security – For 30+ years LoJack has partnered with law enforcement to demonstrate commitment to protection and recovery of personal property and to provide world-class emergency response. • Privacy – We embrace the American values of freedom, mobility, and autonomy. • As the premier provider of location-based tracking and recovery products, we are deeply committed to resolving this crisis, restoring trust, and forging stronger relationships with our customers and partners.
Thank you for your leadership and support during this challenge.