Lost Missiles, Lost Messages

Conclusions

A supplement to a presentation on crisis communicationhttp://bit.ly/AD9xya

Crisis Communication

• AFDD 2-5.3 emphasizes the important relationship between the Air Force and its stakeholders– Communication efforts bolster those relationships– Openness and transparency are necessary

• In this case, policy got in the way of openness– “Neither confirm nor deny” didn’t help anybody

• Crisis communication plan should account for conflicts in policies– Practicing crisis management scenarios can identify

and atone for conflicts

Capabilities for Crisis Communication

• In a crisis, normal rules no longer apply– Adaptability is required

• HRO concept– Deference to expertise• Did leaders listen to recommendations from AFDD 2-5.3?

– Decentralized decision-making authority• Who was choosing the key messages?

– Evidence of organizational learning• Air Force got out ahead of the Taiwan incident

Effects on Air Force

• Highest-ranking leaders fired• Strained relationship with key stakeholder

groups– Congressional leaders– Local citizens/general public

• Procedural changes implemented• Elite certifications revoked• Heightened media scrutiny

Discussion

• Could an effective crisis communication plan have prevented any of these adverse outcomes?