effectively managing crisis communication aug. 17, 2012
TRANSCRIPT
What is a Crisis?
Emergency/out-of-the-ordinary situation Human error/inappropriate behavior Brief or extended Can involve other organizations Good thing (award/achievement)
Yes, you CAN prevent many crises
Make sure policies are written, publicized and practiced
Encourage consistency Be fair and honest Listen to your stakeholders
Crisis Team
Leadership team/decision maker(s) Content expert(s)/operations Public Relations professional(s) Risk management Devil’s advocate Scribe
Planning
Consider potential crises Assemble key team members Discuss possible responses Put processes in writing Test them Adjust response plan accordingly Test again Commit to memory!!!
Things to have ON PAPER
24/7 contact information for everyone Instructions for posting to your Web site Instructions for changing voicemail messages Templates for “likely” emergencies
Spotting a Crisis
Milestone events “Celebrity” employees/stakeholders Disgruntled employees Passionate stakeholders Initiatives going/gone wrong Units with little supervision Industry/national environment Current events Leaders who think rules don’t apply to them
Process (in place in advance of a crisis)
Have a designated meeting place Assign one person to gather information Consider what types of things should be in
writing Determine information flow
Information Flow
Who handles incoming calls, emails, etc.? Who has the power to mitigate the crisis? Who has the power to make it worse? Who is paying the bills? Who are the customers?
Process: This is NOT a Test
Call your dean/supervisor Call Public Affairs Determine what you know Determine what you don’t know Think about your audience(s) for this crisis Build your message Share it – in a timely fashion – with your
audience(s)
Building Relationships
What media “cover” your organization? What are their deadlines? Are there special sections/segments that
match your organization’s expertise and offerings?
Who are the specific reporters assigned to your organization?
The Call
Never talk without prepping Never allow your boss to talk without prepping You never have to talk to reporters Think about the message Do the reporter’s work for him/her
Example: Penn State University
PSU was a national football powerhouse Longtime PSU assistant coach was accused of
child sexual abuse Instead of telling the truth, high-level officials
lied to protect the school’s brand Victims went public with their stories Lies were revealed Coach, president, others lost their jobs PSU will pay millions in damages PSU brand is badly tarnished
Getting the Story Right
Summarize your points Provide supporting documents in simple form Offer to answer questions during writing
process Be available!! Read/watch/listen to the story When necessary, set the record straight
Crisis Communications 101
Anne Mulcahy (former Xerox head):
Get the cow out of the ditch Figure out how the cow got in the ditch Create a plan to make sure the cow doesn’t
end up back in the ditch
Media Relations Points to Remember
Establish relationships BEFORE a crisis When interviewing, be prepared Make 1-2 points…stick to them If it’s written or recorded, it could end up on
the news. Tell the truth!!!!!