association of public & land-grant universities - crisis preparedness

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Presentation on crisis preparedness.

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Page 1: Association of Public & Land-grant Universities - Crisis Preparedness

Welcome

Page 2: Association of Public & Land-grant Universities - Crisis Preparedness

Association of Public & Land-grant Universities Crisis Preparedness

November 2012

Page 3: Association of Public & Land-grant Universities - Crisis Preparedness

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• Executive / Leadership Controversy

• Death / Injury on Campus

• Athletic Controversy

• Natural Disaster

• Threat to Academic Ranking / Positioning

Lipman Hearne | Association of Public & Land-grant Universities

Higher Ed Scenarios To Consider

Page 4: Association of Public & Land-grant Universities - Crisis Preparedness

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Crisis on the University Level

…the world of Virginia Tech changed forever.

That Was the Desk I Chose to Die Under – Washington Post April 19, 2007

“Elizabeth ‘Lizzy’ Seeberg, a freshman at neighboring St. Mary's College who had battled depression, apparently overdosed on prescription medication in her own room during the third week of classes in September. The player, meanwhile, has remained on the field.”

Woman accusing Notre Dame player of sexual assault dies of apparent suicide

USA Today November 21, 2011

2 Duke Athletes Charged With Rape and Kidnapping

New York Times April 19, 2006

“I am the man in this lawsuit, and I’m writing this statement and taking this action because I don’t want other kids to be hurt and abused by Jerry Sandusky, or anybody like Penn State to allow people like him to do it — rape kids.”

“The disparity of wealth between the players and their accuser, who was working her way through college as a stripper, is stark.”

New Suit Says Coach Abused Boy for 4 Years

New York Times – Penn State November 30, 2011

“The chancellor initially didn't criticize police but later said seeing the images 'left me with a very bad feeling.' Some faculty members seek her ouster.”

UC Davis chief launches probe into pepper-spraying of Occupy protesters

Los Angeles Times – University of California November 20, 2011

Page 5: Association of Public & Land-grant Universities - Crisis Preparedness

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1. Prepare as many details as possible in advance, such as alert systems, communications plans, etc.

2. Release an official university statement

3. Ensure leadership team is briefed and available for comment

4. Communicate with key stakeholders quickly and often

5. Manage the communications once the crisis becomes public

6. Reduce speculation and rumors through social media

7. Maintain transparency throughout the crisis

8. Respond to media inquiries, even if there is no new “news” to report

9. Use social media when appropriate to quickly share information

10.Practice your crisis plan in advance and often

Lipman Hearne | Association of Public & Land-grant Universities

When Crisis Strikes… Tips to Remember

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Understand key stakeholders and their needs

• Media: Top-tier and regional media will want to understand who, what, when, and

who knew; is the crisis important enough to cover?

• Alumni: The school’s alums will want to know if the crisis could affect your

reputation and endowment, as well as their own reputations.

• Students: Students will be most concerned with their safety. Will they feel

comfortable continuing to live in the environment while the school undergoes the

situation?

• Parents: Parents will want answers.

• Board Members: Board Members will want to protect the reputation of the school.

• The Blogosphere will want any information it can get – it thrives on immediacy and

controversy.

Lipman Hearne | Association of Public & Land-grant Universities

In Any Crisis…

Page 7: Association of Public & Land-grant Universities - Crisis Preparedness

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Lipman Hearne | Association of Public & Land-grant Universities

Your Stakeholders’ Concerns

Page 8: Association of Public & Land-grant Universities - Crisis Preparedness

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Lipman Hearne | Association of Public & Land-grant Universities

When the Media Gets Involved: Manage, Engage, Inform

Crisis brings high-profile visibility in the U.S. and is likely to cause even a small amount of negative coverage to balloon very quickly. Early management is key.

Page 9: Association of Public & Land-grant Universities - Crisis Preparedness

How do you Prepare for a Crisis? In Advance!

9 Lipman Hearne | Association of Public & Land-grant Universities

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Lipman Hearne | Association of Public & Land-grant Universities

Roles and Responsibilities: Who Will do What, When, and Where?

Page 11: Association of Public & Land-grant Universities - Crisis Preparedness

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Mock Crisis Simulation: The First Hour

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10:03 AM A student fatally stabs his or her roommate in front of another student and immediately departs the campus.

10:13 AM Witness contacts the dorm director to alert of the incident.

10:17 AM Dorm director alerts local campus police and University leadership team.

10:20 AM Students in the dorm who heard about the stabbing begin to tweet their condolences.

10:23 AM Students, parents, and faculty are alerted and put on campus lock down.

10:25 AM RRT gathers by conference call, evaluates the situation, and adapts existing holding statement and talking points.

10:30 AM Begin intense media monitoring, focusing on online media outlets and publically generated social media outlets.

10:35 AM Comms team begins external response and internal

communications including a notice on the University website.

10:40 AM 24-hour news channels begin to send news

crews and speak with students.

10:40 AM Internal Liaison coordinates incoming inquires

and information and distributes to core crisis team.

10:50 AM Community Contact starts contacting potentially affected stakeholders.

11:00 AM External Spokesperson responds reactively as necessary to

incoming enquiries.

Page 12: Association of Public & Land-grant Universities - Crisis Preparedness

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1:00 PM Lunchtime news programs report the incident, possibly questioning safety precautions at the school and reporting past incidents, if any.

2:00 PM External Spokesperson or Internal Liaison coordinates to update faculty and staff of facts based on systems in place for internal communications.

3:00 PM If the suspect is still loose, it is highly probable that classes will remain cancelled for the remainder of the day.

4:15 PM (If press interest has been high,) crisis team call around to press to maintain contact and establish likely coverage, performed or coordinated by external spokesperson role.

6:00 PM Rumors begin to circulate online regarding the safety of campuses across the country.

7:30 PM Though unable to comment directly on the evolving situation, University president to publicly give robust explanation

of known facts.

9:00 PM Evening news programs report on the incident

and latest updates, noting the history of campus violence.

10:00 PM Crisis team continues to monitor coverage, field enquiries,

and keep leadership team informed of new information.

Mock Crisis Simulation: The First Hour

Page 13: Association of Public & Land-grant Universities - Crisis Preparedness

Issues Management, Crisis, and Litigation Our Role

• Significant experience working on high-

profile issues, crisis, and litigation

situations affecting corporate value

• Provide strategic communications counsel

focused on protecting your reputation and

the ability to achieve larger business and

educational objectives

• Advise on limiting the stakeholder impact

of University issues, crisis, and litigation

• Boots on the ground – providing

experienced communications professionals

to support tactical communications efforts

13 Lipman Hearne | Association of Public & Land-grant Universities

Our Support

• Minimize impact and manage amount of

media coverage related to a issue, crisis, or

legal issue

• Develop materials reflective of clients' goals

• Craft “issues papers” (legal, background,

Q&A, talking points, research, etc.)

• Identify and utilize third-party allies for use

with media and other constituents

• Provide access to expert witnesses and

consultants during crises and for courtroom

or pre-trial “media testimony”

• Work closely with legal advisors

Protecting and defending the University’s reputation

Page 14: Association of Public & Land-grant Universities - Crisis Preparedness

Thank you www.lipmanhearne.com [email protected] @rodneyferguson