how to build a crisis plan for your company · elements of an outstanding. crisis plan . identify...

How to Build a Crisis Plan for Your Company

Crisis Preparation in 60 Minutes

• What is a crisis? • Assembling your Crisis Communications Team • Communicating your Values • Keep your Friends Close • Core Principles of Crisis Communications • Homework • Questions

Introductions

Who are you?

Have you experienced a crisis?

Do you see a role foryou or your team in a crisis at your company?

What is a Crisis?

FACT: Somewhere, somehow, someone isscrewing up.

Crisis = Loss of Control

Not a matter of IF,but WHEN

Crisis = Opportunity…If You’re PREPARED!!

Elements of an OUTSTANDINGCrisis Plan

Identify an Internal Crisis Team

Understand the Issues & Develop Policy, Values Statement(s)

i.e. animal care policy

Build Stakeholder Relationships & Communicate Policies

Write Key Messages and Identify Available Resources

Practice Crisis Communications

Operating Principles

Forming Your Crisis Communications Team

Senior Leader (CEO/COO/CFO) PR/Communications and/or Spokesperson Legal Counsel Head of Procurement/Operations Head of Human Resources/Internal Communications

Others: Scientific/Technical Experts or Head of Quality

Assurance Head of Public Affairs/Government Relations Head of Risk Management/Security

ACTIVITY: Identify an Animal Care Team

Other Team Members: Rely on Five Families of Dairy

MilkPEP U.S. Dairy Export Council

Dairy Management

Inc.

International Dairy Foods Association

National Milk Producers

Federation / NICMA

DCMT

Do your Research: Understand the Issues

Get to know existing resources

Understand the issues

Develop your position/values statements BEFORE you need them

Good Policies/Values Statements DO:

Underscore your company’s commitment to (food safety, animal care, etc.);

Assure your customers and consumers that [Insert Issue] is a top priority for your company;

Convey information about your company’s beliefs, expertise & culture;

Reflect and link to actual practices and protocols or you run the risk of being disingenuous;

Be proactive!

Proceed with Caution… Does your policy include standard operating procedures you expect to be followed by employees/suppliers/etc.?

“Zero-Tolerance” Language—how is this defined?

How is adherence to your standards enforced?

Have you defined protocols for what happens if a lapse occurs?

How will you review your statement with issues arise?

Communicating your Statement

When sharing your values statement, consider:

Sharing it directly with employees; Printing and posting it in your plants, offices, breakrooms & other public areas; Adding to the Corporate Responsibility section of your website; Sharing it will suppliers and customers; and Including it in your sales presentations to all future customers.

Example: Animal Care Policy & Values Statement Do you have an Animal Care Policy?How do you talk about animal care? Do you have a Values Statement? Do you understand your internal protocols? Do you know who your audiences are?

Develop a Stakeholder Inventory

Stakeholder = groups or individuals who are directly affected by a company’s operations, and whose perceptions, actions or words determine the ability of a company to succeed. Ideally, each group of stakeholders has a “liaison” who can

quickly communicate accurate information in the event of a crisis.

Know the ins and outs of each stakeholder group, such as how they prefer to receive information & what their priorities are.

Typical Dairy Industry Stakeholders

Consumers (Media, consumer relations groups, schools, government, chamber of commerce, online communities? Customers (direct and indirect, retailers) Suppliers (farmers, co-ops, processors, ingredient companies) Employees (headquarters, plants) Health Professionals (Medical, nutrition, veterinary) Third-Party Experts (University, Industry, Dairy) Government (Local, Regional, Federal, Regulatory agencies) Emergency Response Community

ACTIVITY: Develop your Stakeholder Inventory


• What is a crisis? • Assembling your Crisis Communications Team • Communicating your Values • Keep your Friends Close • Core Principles of Crisis Communications• Homework • Questions

Effective Communications During an Issue

The public doesn’t demand perfection, but it does demand integrity. Successful issues management is about meeting—or ideally exceeding—stakeholder expectations. Issues communication must be coupled with meaningful action. What you say about your company will have less impact then what others say about you. During an issue, the first objective is protecting humans/animals, preserving consumer confidence in your products is a close second.

Select a Spokesperson

Consider the following criteria when identifying the spokesperson for your company:

Title: message carries more weight when delivered by someone with high rank. Time: Spokespersons need to have time to prepare before an incident and conduct interviews during an incident. Poise and composure: select someone who will be able to maintain a calm manner during difficult times. Industry resources: If an interview request is not specific to your company, consider using NICMA staff or the DCMT to respond.

Anticipate a Crisis: Preparing your Holding Statement

Your holding statement is an opportunity to show the company is:Aware and has clear expectations of all its suppliers regarding

[insert issue]; Taking all possible steps to get the facts and assure that the

company’s standards were honored and not violated;Working with organizations/companies affected by the

incident, including law enforcement, the co-op, etc. (as applicable); and

Committed to keeping the media and other affected groups informed.

ACTIVITY: Develop a Holding Statement

Next Steps: Homework Assignments

Activate your Crisis Communications Team Understand the Issues

Example: for animal care, get to know FARM Program

Complete Internal Policies Complete Values Statement(s) Develop a Stakeholder Inventory Develop an Employee Communications PlanIdentify Spokesperson Develop your Holding Statement Practice Your Plan!!!!

Get Prepared!

The time to prepare is NOW!

how to build a crisis plan for your company · elements of an outstanding. crisis plan . identify...

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