Chapter 10

10Communicating in Communicating in

Times of CrisisTimes of Crisis

C H A P T E R

Objectives

• Define crisis and crisis communications

• Recognize the importance of crisis readiness

• Understand how to prepare for crises

• Identify the key elements of a crisis communications plan

• Distinguish among various crisis response strategies

• Understand how crisis responses may be assessed

(continued)

Types of Crises

• Scandal

• Tragedy

• Illegal actions

• Terrorism

• Socially unacceptable actions

How would you explain the difference between a “crisis and an “incident”?

A situation involving a publicized incident that brings about disgrace to the

organization/athlete A situation involving an event that is sad or

unfortunate

A situation involving inappropriate behavior punishable by the law

A situation involving actions or attempts to physically harm

Behavior that violates a society’s or league’s moral code of conduct.

Can you think of recent examples in sports?? Post to the discussion board.

Crisis Defined

A situation or occurrence with the potential to significantly damage a sport organization’s financial stability or credibility with constituents

Crisis Communications Plan

The purpose of a crisis communications plan is to ensure that all management and staff are in a position to contain and manage a given crisis, that they are provided with the information they require for a swift and effective resolution of that crisis, and that all other affected people are provided with factual information about the crisis as quickly as possible.

Offers guidanc

e

Rationale for Crisis Plans

• Coordinated response

• Rapid response

– Media growth has reduced the time to think

• Minimize damages to

– Reputation

– Credibility

– Financial standing

Crisis Communications ProcessBefore it happens

When it happens

While it happens happens

After it happens

Revising as neededRevising as needed

Forecasting Potential Crises

• Criteria

– Likelihood - consider the context of the sport. Fights in hockey? Hooligans in football? Student athletes.

– Impact - how will it affect the organization?

• Two types of crises

– Anticipated - injuries, firings, fan behavior, arrests

– Sudden - deaths, scandals, terrorism, accidents

How would you classify?

Developing a Crisis Plan

• Plan should guide management, particularly early on

– Traditional standard: 24 hours

– Current standard: 1 to 2 hours“get ahead of the story”“get ahead of the story”

Developing a Crisis Plan

1.Ensure support for senior management

2. Involve key personnel on planning committee

3.Ensure all employees recognize their responsibilities in regard to the plan

4.Test the plan

5.When a crisis occurs, stick to the plan

Key Elements of a Crisis Plan

• Crisis scenarios - what is most likely to occur?

• Initiation procedures - identify who is responsible for initiation.

• Definition of response teams - who does what?

• Internal communication plan (e.g., call tree)

• External communication plan

– Initial media statements

– Spokesperson identification

Managing a Crisis

• Selection of response strategy is a key decision - Depends on the nature of the crisis, was it out of control of the organization? How will responsibility be assigned by the public?

• Response postures

– Denial: when facing false rumors or unwarranted challenges

– Diminishment: when a crisis cannot be controlled by the organization - “downplaying”

– Rebuilding: the crisis was preventable and a reputation needs strengthening. Apology and compensation are common.

– Bolstering: complementary to other postures.

– Diversion: redirecting attention to other key stakeholders

Scandal

Based on what you know and can learn about the Penn State Jerry Sandusky scandal, how well prepared do you think the University was for

this type of crisis?

What short term and long term effects do you think this has had on the reputation of the University and the Athletic Program? What type of

response strategies did they use?

Managing a Crisis (continued)

• Effective communication involves

– Determining key messages

– Choosing communication channels

• Personal communication

• Web public relations

– Dealing with the media

• Often the most challenging and difficult aspect of crisis management

Dealing With the Media

• Be truthful

• Anticipate difficult questions

• Avoid “no comment”

• Avoid speculation

• Avoid “off the record” statements

• Do not promote during a crisis

(continued)

What strategies did Notre Dame use in the Manti Te’o crisis?

Dealing With the Media (continued)

• Do not ask media to withhold information

• Remain calm and professional

• Anticipate dealing with new media representatives

• Track media coverage and Internet chatter

Assessing a Response to a Crisis

• After a crisis, management should review the organization’s response and, if necessary, modify the crisis communications plan.

(continued)

Assessing a Response to a Crisis (continued)

• Key considerations

– Media coverage

– Consumer comments

– Sales records

– Other indicators of crisis performance

Scandal

Based on what you know and can learn about the Penn State Jerry Sandusky scandal, how did this affect how PSU and other Universities

manage crisis planning?

Successful Responses to Crises

• Houston Astros

• Montana State University

Unsuccessful Responses to Crises

• Duke University

• Roger Clemens

• Terrell Owens

End Chapter 10