crisis communication
TRANSCRIPT
Coya
u / W
ikim
edia
Com
mon
s / C
C-BY
-SA-
3.0
Crisis communication
MEDIA, POWER AND CULTURE
April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Planning• Crisis communication starts long
before the crisis• Plan will designate spokespeople,
social media strategy, key media• Before press conference, write
handful of talking points
April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Introduction• Speaks slowly, spelling out names to
help media• Expresses sympathy for those affected• Says what is known and what, if
anything, people can do• Says what is not known• Says what organization is doing• Ends with where to find more
information
April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Room strategy• Split the room, taking questions from
one side and then another• Repeat question, then turn away
from questioner to discourage dialogue
• Answer and pivot: “But what’s most important is …” to turn back to talking points
April
Killi
ngsw
orth
/ Fl
ickr /
CC-
BY-2
.0
Kroll BoP
Crisis mistakes• Use jargon that confuses media and
public• Show anger or condescension• Attack the questioner• Fail to mask facial expressions• Nod automatically, signifying agreement
with criticism• Bad “optics” – inappropriate visuals,
such as sipping water during a drought