crisis communications - acep · crisis communications. feeling excited and ready "there are...
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Crisis Communications
FeelingExcitedAndReady
"There are two types of speakers: those that are nervous
and those that are liars."
Mark Twain
Audience Impression
70% of How you look
20% of How yousay what you say
10% of Content
Great SpeakersSpeak with Energy and EnthusiasmSmileStrong volumeDirect eye contactUse positive uplifting language
Wimpy Qualifiers & Modifiers
As far as I know…Probably…For the most part…Sort of…Pretty much…
“Basically: remove from your vocabulary“I’m brighter, sharper and than you”
Evil Trio:HonestlyFranklyTo tell the truthWhen you have to say you’re honest, they start to wonder
Just say no to “candidly” too
Repetition is good- just don’t call attention to it
As I said before…As I mentioned…Let me repeat…
What it says: Let me repeat this for you, since you
weren’t listening
Think of yourself as the audience
What are the demographicsLevel of knowledgeGeneral AttitudeWhat would be new or surprisingWhat are their expectations
WII-FM
Tuned to one radio station
Your most persuasivemessage will addressTheir issues and concernsWhat they knowTheir attitudes Their interest and values
What the media wantsFour C’sColorControversyContradictionCriticismPeople angleFear of unknown Tragic effects
What the public wants
Status of the eventProtective actionsMedical facts
Your task
Take the organization from "it" to a "we"Build trust and credibilityRemove psychological barriers within the
audienceGain support for the health responseUltimately, reduce the incidence of illness,
injury, and death by getting it right
Organize your message3-4 major messagesCan have subordinate pointsSimple language
The reporter is not the audience
Before the interviewPurpose Inform Persuade Entertain
Audience Demographics Attitudes Hot buttons
Logistics Time allotment Number of people Time of presentation Room arrangement
Interview BasicsAlways be truthful
BasicsYou are never off the record
BasicsYou can have everything you want in life
if you just help enough other people get what they want.
Zig Ziglar
They have a job to doThey are out to get the story, not you
BasicsJust answer the question
Resist the urge to do their job for themThe onus is on the interviewer, not you If you’ve given your answer (message)
STOP!
Basics“No comment” is not an optionNever repeat the negativeThe microphone is always liveThe camera is always rollingWon’t know questions in advance
TechniquesEye ContactVoice Gestures
Theater
Gestures
Math with and without gestures
Both oral and visual cues, increases information stored and retained
Good Gestures“Inside- out”Away from bodyBigger, more purposefulAbove the waistAvoid a single finger to point:
Open hands considered less aggressive than accusing finger Don’t have to convey exactly the subject
you’re talking about:This is conversation, not interpretive dance
VisualsEmotions = MemoriesImages that appeal to emotions remain longerLong-term recognition, memory substantially
enhanced by pleasant, aversive, and interesting pictures relative to neutral pictures
Care and feeding of you
Eat lightlyAvoid milk, sugar = PhlegmRest your voice: sugar free lozengesDon’t clear your throatSip of waterBreatheClose your eyes and visualize SUCCESS
Don’t
Play in your pocketsSay “this slide is supposed to remind me
to tell you”
Read your slidesApologize
“Um”Talking too fast
Take a deep breath, sip of waterPace yourselfListen to a recording
PrepareDevelop key messages3-4 key concise pointsShort and easy to rememberEasily said
Showcase your leadership
PrepareDevelop key messages3-4 key concise pointsShort and easy to rememberEasily said
Showcase your leadership“NO NEGATIVE”
PrepareDevelop key messages3-4 key concise pointsShort and easy to rememberEasily said
Showcase your leadership“NO NEGATIVE”
Say them out loud in rehearsal Learn them intimately:
tell a story from your heart
What the hell?
The art of the answer & bridgeBridging is a three point strategy
Acknowledge the reporter’s question with an appropriate answerTie on a bridging phraseProvide a key message
Become comfortable with---That brings up an interesting pointYou may be interested to knowThe fact isI’m glad you mentioned that, becauseYes, and furthermore
Bridging
What I think you are really asking is . . .""The overall issue is . . .""What is important to remember is . . .""It is our policy to not discuss this issue, but
what I can tell you is . . .""What I am really here to discuss . . .""Your readers/viewers need to know . . ."
Bridging
Gives you time to thinkKeeps the interview on trackProvides opportunity to repeatSet up your key messagesServe as a flag for listeners
During the interview
Body language trumps verbiage
Thin line between confidence & cockiness
Sense the impression (emotional response) you need to leaveMake sure what you say and how you appear
reinforce that impression
Body Language
•Should mean the same as your words & tone
•Confidence: eye contact & movement•Relax: Mental check-up on your movements
During the interviewGesture naturally and oftenLean forward slightlyDo not fidgetMaintain eye contact with the reporterSpeak in sound bites
8-10 seconds then pauseNEVER argue, restate the facts
Nervous
Shaky handsGesturePut notes downHold pointer with two handsDeath grip on podium: MoveDry mouth: DrinkHot: take off coat? medication
Communicating in a crisis is different
In a crisis, people . . .Take in information differentlyProcess information differentlyAct on information differentlyIn a catastrophic event: communication is
differentBe first, be right, be credible
CDC: Crisis & Emergency Risk Communication
What the Public Will Ask First
Are my family and I safe?What have you found that may affect me?What can I do to protect myself and my
family?Who caused this?Can you fix it?
What the Media Will Ask First
What happened?Who is in charge?Has this been contained?Are victims being helped?What can we expect?What should we do?Why did this happen?Did you have forewarning?
Need to Know: in an Emergency
Timely and accurate facts:What happened?What is the impact?What is being done?Magnitude:
How big is the risk area (am I affected?)How much “stuff” has been released?How many people have been or will be affected?
How they need information
Short, concise, focused information:12 year-old levelRelevant information:
Cut to the chaseEmpathy/caring:
Put yourself in the public's shoesVisuals that enhance communication:
Maps
DoStand comfortably, relaxBe natural, conversationalTalk TO the audienceBe interactiveBe enthusiasticPause for deep breaths, sips of waterUse pointer carefully and sparingly
"All the great speakers were bad speakers at first."
Ralph Waldo Emerson
A good speaker is one whose spirit enters the soul of the pupil.
(Sonia Sarnoff)
Enjoy
