copyright © allyn & bacon 2003 crisis communications chapter 12 public relations: a...
TRANSCRIPT
Copyright © Allyn & Bacon 2003
Crisis Communicatio
nsChapter 12
Public Relations:A Values-Driven
Approach
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Copyright © Allyn & Bacon 2003
A New “Day of Infamy” Approximately 3,000
died in the terror attacks of September 11, 2001.
That day should also be remembered for what went right.
Crisis plans played a critical role.
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September 11, 2001 The first job was to
assess the human toll. Letting key
stakeholders know what was happening was another priority.
Even in the face of crises, life goes on.
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Crises Can Happen to Anyone Just when you think: “it
can’t happen here...” ...it does.
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The Lessons of Dallas Dallas police shouldn’t
be faulted for the death of President Kennedy.
They should be blamed for the murder of JFK’s accused assassin.
Key lesson: The DPD forgot its mission during the crisis.
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Crisis Planning
Crisis planning has become an imperative for 21st century organizations.
Surveys: Many organizations are not adequately prepared.
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“Problem” or “Crisis”? Problems:
commonplace; predictable; quickly resolved; and may go unnoticed.
Crises: less predictable; time-consuming; costly; and bring unwanted public attention.
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Crises Run the Risk of: escalating in intensity. falling under close
scrutiny. interfering with
operations. jeopardizing image. damaging the bottom
line.
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A Crisis:
is a major event that has potentially negative results.
may significantly damage an organization and its employees, products, services, financial condition, and reputation.
Things Return to Normal...But Have We Learned
Anything?Warning Stage
Things Return to Normal
Point of No Return
Cleanup Phase Copyright © Allyn & Bacon 2003
Copyright © Allyn & Bacon 2003
Crises Can Bring Opportunity
Heroes are born. Change is accelerated. Latent problems are fixed. People can be changed. New strategies evolve. Early warning systems develop. New competitive edges appear.
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Step One:Risk Assessment Involves identification of
threats. Seeks to eliminate or
minimize those threats. Is where values play an
important role. Can be done by a
consultant or a Crisis Planning Team.
The Crisis Plotting Grid
Crisis Impact Value (CIV)
Crisis Probability Factor (CPF)
0
10
0% 100%
High/High
(red zone)
Low/High
(gray zone)
High/Low
(amber zone)
Low/Low
(green zone)
Copyright © Allyn & Bacon 2003
Copyright © Allyn & Bacon 2003
Step Two:Developing The Plan1Develop a precise
definition of what constitutes a crisis.
2Develop a Crisis Management Team (CMT).
3 Identify the stakeholders.
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Step Two:Developing The Plan4Identify the Emergency
Operations Center (EOC).
5 Identify the Media Information Center (MIC).
6Train employees.
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Step Three:Response This is the stage in
which the crisis plan is executed.
Like any other plan, a crisis communications plan must be flexible.
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Step Four:Recovery Were our actions
consistent with our values?
What aspects of the crisis did we anticipate?
What aspects of the crisis did we fail to anticipate?
How well did our employees perform?
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Step Four:Recovery What are the lingering
effects of the crisis? Have stakeholders’
views of us changed? What actions should we
take next?
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Crisis Planning Ethics Organizations have an
ethical responsibility to plan for the worst.
Solving the crisis isn’t enough—organizations must communicate with important publics during crises.