crisis (media) management
TRANSCRIPT
“Your Catalyst For Media Success”
Crisis (Media) Management
Media ManoeuvresMedia Manoeuvres
Media TrainingMedia TrainingCrisis Planning & TrainingCrisis Planning & TrainingOperating Australia Wide Operating Australia Wide –– offices offices -- Melb/Syd/CanberraMelb/Syd/Canberra
2008 AHISA SCHOOL GOVERNANCE CONFERENCE
“Your Catalyst For Media Success”
Who Is Responsible?
• Risk Management Strategy – The Board
“Your Catalyst For Media Success”
Recent Australian research demonstrates;
• Quarter of companies - do not survive
• Almost 50% of companies – 6 mths - pre- crisisreputation & staff morale
• 66% - crisis lasted 21 days or less
• 75% - direct crisis costs of < $5m
Why Is It Important?
“Your Catalyst For Media Success”
Issue Or Crisis?• Issue – internal or external event, incident or
condition which, IF IT CONTINUES, could have significant impact
• Crisis – it’s happening – a major occurrence which is threatening reputation or viability of the school or the independent schools industry and is seriously interrupting normal school operations.
• An issue ignored is a crisis ensured.
“Your Catalyst For Media Success”
Issues Mgt. Vs Crises Mgt.
• Issues management is AVOIDING crises.
• Crisis management is DEALING with the crisis
“Your Catalyst For Media Success”
The Cycle of an Issue/Crisis
Reputation Damage
Media
Effective
Ineffective
Potential
Current
Em
ergi ng
Managem
ent
Recovery Time
Legacy
Crisis!
X
“Your Catalyst For Media Success”
Crisis Management and Reputation
In reputation terms, the way your school
manages a crisis can be more important
than the crisis itself
= opportunity
“Your Catalyst For Media Success”
The Big Debate
• Role of lawyers – technical, $$$$ • Role of communications – REPUTATION
= market share/enrolments, retention & quality of staff /maximum fees $$$/access to capital
• Which one is most important?
“Your Catalyst For Media Success”
Your School Business
Enrolments
Time - Reputation
Staff resignationsDecreasing academic resultsNegative media coverage
High Reputation
Low Reputation
“Your Catalyst For Media Success”
The Crisis Media Comms Plan• Communication flow to school stakeholders• Predefined & rehearsed – guidelines/policies• Single co-ord. point of contact• Spokesperson protocols – fully trained/rehearsed• Frontline/office staff – awareness training/scripts• School’s strategic position & key messages• Templates – verbal/written statements /logs• Media lists - technology• Media rooms/technology/on site locations/tours
“Your Catalyst For Media Success”
Dealing With The Media
The Court of Public Opinion
“Your Catalyst For Media Success”
• Powerful and effective• Destructive• Creates ‘facts’ – 90% influence opinion/actions• Technology – on screen, on-air, on paper, online• News anywhere – anytime - continuous
The Power Of The Media
“Your Catalyst For Media Success”
Media Agenda in Crisis• Want facts/pictures – complete story• Informed, confident spokespeople• Community watchdog for your schools failings• Human impact• How it happened/who’s to blame?• What are you doing about it?• Speculation – black hats/controversy/experts/activists• Human interest - high profile names
“Your Catalyst For Media Success”
Media Sources
• Legacy issues & media files• Disgruntled current & former parents/teachers
/students• Education “experts”• Citizen ‘reporters’• Unions
“Your Catalyst For Media Success”
Common Media Tactics• Telephone numbers• Rapid questioning• Threat of unbalanced stories• Threat of deadlines• Quoting someone (antagonist) • Aggressive behaviour• Empathy
“Your Catalyst For Media Success”
Your School’s Agenda in a Crisis?
• Reputation – accurate, timely, coordinated, consistent info. – in control
• Student/family responsibility• Staff responsibility• Business continuity responsibility• Legal risk minimisation
“Your Catalyst For Media Success”
C - concern, compassionA - actions taken/to be takenM - messagesP - perspectives - stick to it
Crisis Communication Model
“Your Catalyst For Media Success”
• Holding statements • Media statements/interviews• Updates• Media Conference (if required)• Extended current affairs interviews
and/or new news angles
Crisis Media Statements
“Your Catalyst For Media Success”
• Gives you initial control • Media feels informed • Deflection - direct media to someone else e.g.
AHISA/Police • Avoids media frenzy/sourcing unsolicited information• Minimises speculation/damage• Buys time
Holding Statement?
“Your Catalyst For Media Success”
• The incident – when a crisis hits – holding statement
• The story unfolds – crisis escalates statements, updates, media conference
• Climax – who’s to blame? – same day or later/in-depth reporting current affairs, more news angles
• Aftermath – in depth analysis, current affairs, more news angles
Media Stages of a Crisis
“Your Catalyst For Media Success”
The Media As A Friend
• Fastest/powerful - messages• Help manage crisis – hotlines/evacuations• Help avoid public outrage – costly litigation• Just as much a FRIEND as foe• BUT be prepared & play by rules
“Your Catalyst For Media Success”
Who’s in the firing line?
• Your principal and executive team members• Are they media communications experts? Are
they ready to be sent out to the ‘wolves’ to protect your school’s reputation/legal liability?
“Your Catalyst For Media Success”
Principals’ Fear In a Crisis
• Sheer numbers• Media are too fast/uninformed/emotional
aspect not appreciated/out to get you• Media are too pushy• Saying the wrong thing/escalation/litigation• Losing job!
“Your Catalyst For Media Success”
Common Questions• Can they film in our school?• Can I ask them to leave if I am caught off-guard?• Can I refuse to speak to them on the phone?• Can I say no comment?• Can I use and trust off the record?• Can I ask them not to quote me?• What can I do if they are rude/aggressive?
“Your Catalyst For Media Success”
Are You Risk Prepared?
• Crisis Plan – operational + communications• Induct plan• Crisis media training – Principal & Ex. team• Crisis simulation• AHISA website – powerpoint & schools crisis
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