chapter 19 - crisis management

8/3/2019 Chapter 19 - Crisis Management

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CRISIS MANAGEMENT


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A lie, mArk twAinonce sAid, cAntravel halfway

around the worldwhile the truth isstill putting on its

shoes.


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Issues Management is thecapacity to understand, mobilize,coordinate and direct all strategicand policy planning functions,and;


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all public affairs/public relationsskills, toward achievement of oneobjective: meaningful participationin creation of public policy thataffects personal and institutionaldestiny.


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Issues Management is a five step process that:1) Identifies issues with which the organization mustbe concerned,

2) Analyzes and delimits each issue with respect to itsimpact on constituent publics,

3) Displays the various strategic options available to the

organization,

4) Implements an action program to communicate theorganizations views and to influence perception on the

issue, and

5) Evaluates it program in terms of reachingorganizational goals.


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Elements of issues Management Anticipate emerging issues

Identify issues selectively

Deal with opportunities and vulnerabilities

Plan from the outside in

Bottom line orientation

Action Timetable

Dealing from the top


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Risk Communication is an outgrowth of issues management.Organization need to: Plan to deal with the worst case scenario. Decide who should do what. Determine the best place for each of them to be. Draft a crisis communication line-up and contact list. Distribute and review the plan.


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Perception is realitya concept that has been part of public relations froyears.


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7 steps on message mapping process

1. Identify Stakeholders

2. Determine specific concerns for each

stakeholder group.

3. Analyze specific concerns to fit underlying

general concerns.


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7 steps on message mapping process

4. Conduct structured brainstorming with input

from message-mapping terms.

5. Assemble supporting facts and proof for each

key message.

6. Ask outside experts to systematically test

messages.

7. Plan delivery of resulting messages andsupporting materials.


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7 warning signs when the crisis strikesSurpriseInsufficient informationEscalating eventsLoss of controlIncreased outside scrutinySiege mentalitypanic


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CRISISA crisis is a situation that has reached a criticalphase for which dramatic and extraordinary

intervention is necessary to avoid on repair majordamage.


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Planning in a CrisisFive planning issues paramount

1st: for each potentially impacted audience2nd: for each risk defined, describe the actions

that mitigate the risk3rd: identify the cause of the risk4th: demonstrate responsible management action5th: create a consistent message


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be prepared

be available

be creditable

Act appropriately

WATCHWORDS


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Communicating in a crisis1.The key communications principle in dealing with a

crisis is not to clam up when disasters strikes

2. Public relations advice takes a different track

3. The most effective crisis communicators are those who

provide prompt, frank and full information to the

media in the eye of the storm.

4. In saying nothing, an organization is perceived as

already having made a decision.

5. The cardinal rule for communications during a crisis

to be TELL IT ALL AND TELL IT FAST.


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GOALS OF CRISIS MANAGEMENTTerminate the crisis quicklyLimit the damageRestore credibility


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Engaging the MediaSet up media quartersEstablish media rulesMedia live for the box scoreDont speculateFeed the beastNature abhors vacuumSpeed triumphs


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10 General Principles1.Speak first and often.

2.Dont speculate.

3.Go off the record at your own peril.

4.Stay with the facts.

5.Be open and concerned, not defensive.


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10 General Principles6. Make your point and repeat it.

7. Dont wage war with the media.

8. Establish yourself as the most

authoritative source.

9. Stay calm and be truthful and

cooperative.

10.Never lie.


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Questions?

chapter 19 - crisis management

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