NEDRIX 14
Crisis Communications
NEDRIX 14
Crisis CommunicationsAlways
Acknowledged, Never Planned +Trained
Housekeeping
•Emergency Exits•Copy of Presentation•Survey•Cell Devices
Bo Mitchell911 Consulting
President
Police Commissioner (Ret.)
Certified Emergency Manager
CEM, CPP, CBCP, CHCM, CHSP, CHS-V, CHEP CSHM, CFC, CIPS, CSSM, CSC, CAS, TFCT3, CERT, CMC
Expert Consultant
•Landmark Legal Cases•Expected Settlements:
$1 Billion Each•“Failure to Plan”•“Failure to Train”
Speaker
•NEDRIX (4X)•NFPA•SHRM•ASSE
Speaker
•NEDRIX (4X)•NFPA•SHRM•ASSE
•ACP•CPE•CPM•RIMS
911 Consulting Clients
GE HQSubway HQHyatt Corp HQ Swiss Army HQ
ExxonMobilGoodrichPratt & WhitneyMasterCard HQ
Speaker
•FEMA(4X)•IACLEA•NASRO•NAIS•NECUSA
911 Consulting Clients
•25 Secondary•Western CT Univ.•Central CT Univ.•John Jay College•Housatonic CC
33 Arch St, Boston
399 Boylston, Boston
Waldorf=AstoriaNY, NY
Fair Warning!!!
I Will Be Candid
Why Should I Care
AboutCrisis
CommunicationsPlans?
What’s theMost Important
Asset atYour Org.?
Your Most Important Asset?
•People?•Product/
Service?•Customers?
•Property?•Intel Prop?•Data?•Profits
Your Most Important Asset?
•People?•Product/
Service?•Customers?
•Property?•Intel Prop?•Data?•Profits
Your Most Important Asset?
Your Brand’s
Reputation
Your Most Important Asset?
How Do You Protect Your
Brand?
How Do You Protect Your Brand?
•Day-To-Day Promotion•Word of Mouth•Do What You Do Well
How Do You Protect Your Brand?
But…How Do You Protect Your Brand
From the Effects of a Traumatic Incident?
How Do You Protect Your Brand?
•Emergency•Crisis•Disaster
Examples
• Tylenol• Costa Concordia• LIPA• Sandy Hook
Elementary• Fukushima Daiichi
• GM• BP• Hartford
Distributors• Kleen Energy
Fukushima Daiichi
These Were All Caught Off Guard
•Fukushima•GM•Costa Concordia
•LIPA
•Kleen Energy•Hartford Distributors
•BP
WHY?
•Too Small?•No Resources?
WHY?
•Too Small?•No Resources?•Unprecedented?
WHY?
•Large! •Plenty: Resources!•All Happened B4!
lack
wans
Do They Really Exist?
CEO Responsible Officer
WHY?
If We Had Interviewed them B4 the Disaster, They Would All have
Said…
Of course we have a plan for that!
I’m a pro at this!
B4 These Disasters
•“Of Course We Plan for That!”
B4 These Disasters
•“Of Course We Plan for That!”•“Our CEO Is a Pro at This Stuff!”
B4 These Disasters
•“Of Course We Plan for That!”•“Our CEO Is a Pro at This Stuff!”
•“We Have a Whole DeptDedicated to This!”
What Would Be YourOrg’s Response If
Interviewed Today?
B4 These Disasters
•“Of Course We Plan for That!”•“Our CEO Is a Pro at This Stuff!”
•“We Have a Whole DeptDedicated to This!”
The Reality?
•Org. Talks a Good Game
The Reality?
•Org. Talks a Good Game
•But Most Have Slim to None
Mitchell’s6 Phases of
Denial
6 Stages of Denial
1.It won’t happen to me
6 Stages of Denial1. It won’t happen to me
2.It won’t happen here
6 Stages of Denial1. It won’t happen to me2. It won’t happen here
3.It won’t happen now
6 Stages of Denial
4.If it does happen, it won’t be so bad
6 Stages of Denial4. If it does happen, it won’t be so bad
5.If it is that bad, my insurance company will pay for it
6 Stages of Denial
4. If it does happen, it won’t be so bad5. If it is that bad, my insurance company will pay for it
6.OMG, why didn’t we plan for this?
The Reality?
•Comp. Plan?•Robust Training?•Regular Exercise•Deep Chain of Command?
“Our Plan Is Easy and Foolproof…
“Our Plan Is Easy and Foolproof…
We Say “No Comment.”
“Our Plan Is Easy and Foolproof…We Say “No Comment.”
So, No CEO Flubs…
“Our Plan Is Easy and Foolproof…We Say “No Comment.”
So, No CEO Flubs…No Problem!
Mitchell’s3 Laws of
CrisisCommunications
3 Laws of Communications
1.Communications Abhor a Vacuum
3 Laws of Communications
1.Communications Abhor a Vacuum
2.Vacuum: People invent assumptions & facts
3 Laws of Communications
1. Communications Abhor a Vacuum2. Vacuum: People invent assumptions & facts
3.You Will Be Seen as the Problem
Missing From Plans1. Audiences2. Structure3. Right People4. Planning Tools5. Making It Real
MissingFromPlans
Audiences
Missing From PlansImportant Audiences Ignored
• Parent Co.
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families• Neighbors
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families• Neighbors• Supply Chain In/Out
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families• Neighbors• Supply Chain In/Out
• Thought Leaders
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families• Neighbors• Supply Chain In/Out
• Thought Leaders• St/Local Gov’t
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families• Neighbors• Supply Chain In/Out
• Thought Leaders• St/Local Gov’t• Regulators
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families• Neighbors• Supply Chain In/Out
• Thought Leaders• St/Local Gov’t• Regulators• Customers
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families• Neighbors• Supply Chain In/Out
• Thought Leaders• St/Local Gov’t• Regulators• Customers• Competitors
MissingFromPlans
Structure
Missing From Plans
•EOC
Missing From Plans
•EOC•Cable TV
Missing From Plans
•EOC•Cable TV•Dark Sites
Missing From Plans
•EOC•Cable TV•Dark Sites•Accessible ENS
Missing From Plans
•EOC•Cable TV•Dark Sites•Accessible ENS
•S.M. Monitoring
Missing From Plans
•EOC•Cable TV•Dark Sites•Accessible ENS
•S.M. Monitoring•Sat Phone
Missing From Plans
•EOC•Cable TV•Dark Sites•Accessible ENS
•S.M. Monitoring•Sat Phone•Media Venue
Missing From Plans
•EOC•Cable TV•Dark Sites•Accessible ENS
•S.M. Monitoring•Sat Phone•Media Venue• Incoming Inquiries
MissingFromPlans
Right People
Missing From Plans
•Real CCT
Missing From Plans
•Real CCT•Top People
Missing From Plans
•Real CCT•Top People•Deep Chain of Command
Missing From Plans
•Real CCT•Top People•Deep Chain of Command
•Expert Communicators
Missing From Plans
•Real CCT•Top People•Deep Chain of Command
•Expert Communicators
•Slim/No Training
Missing From Plans
•Real CCT•Top People•Deep Chain of Command
•Expert Communicators
•Slim/No Training
•Never: Exercise
MissingFromPlans
Planning Tools
Missing From Plans
•FAQs
Missing From Plans
•FAQs•Core Msgs
Missing From Plans
•FAQs•Core Msgs•B Roll
Missing From Plans
•FAQs•Core Msgs•B Roll•Templates
Missing From Plans
•FAQs•Core Msgs•B Roll•Templates•Checklists
Missing From Plans
•FAQs•Core Msgs•B Roll•Templates•Checklists
•Key Media Contacts
Missing From Plans
•FAQs•Core Msgs•B Roll•Templates•Checklists
•Key Media Contacts
•Thought Leader Contacts
Missing From Plans
•FAQs•Core Msgs•B Roll•Templates•Checklists
•Key Media Contacts
•Thought Leader Contacts
•All Other Key
MissingFromPlans
Making It Real
Missing From Plans
•Training
Missing From Plans
•Training•Exercise
Missing From Plans
•Training•Exercise•Sustainability: Hrs, Days, Wks, Months
LIPA• Super Storm Sandy
LIPA• Super Storm Sandy• Huge, But Cat 1
LIPA• Super Storm Sandy• Huge, But Cat 1• Mgmt Never Got on Top of the PR
LIPA• Super Storm Sandy• Huge, But Cat 1• Mgmt Never Got on Top of the PR• Then They Lied
LIPA• Super Storm Sandy• Huge, But Cat 1• Mgmt Never Got on Top of the PR• Then They Lied• Investigations: AG+IG: Good As Could Be
Expected
LIPA• Super Storm Sandy• Huge, But Cat 1• Mgmt Never Got on Top of the PR• Then They Lied• Investigations: AG+IG: Good As Could Be
Expected• Entire Exec Committee Fired
LIPA Chair Resigns
LIPA• Super Storm Sandy• Huge, But Cat 1• Mgmt Never Got on Top of the PR• Then They Lied• Investigations: AG+IG: Good As Could Be
Expected• Entire Exec Committee Fired• LIPA Dissolved + Replaced
Sandy Hook Elementary
• Everyone Trained
Sandy Hook Elementary
• Everyone Trained• Clear Roles
Sandy Hook Elementary
• Everyone Trained• Clear Roles• Clear Lines of Communications
Sandy Hook Elementary
• Everyone Trained• Clear Roles• Clear Lines of Communications• Clear Who Was NOT to Speak
Sandy Hook Elementary
• Everyone Trained• Clear Roles• Clear Lines of Communications• Clear Who Was NOT to Speak• Media Corralled
Sandy Hook Elementary
• Everyone Trained• Clear Roles• Clear Lines of Communications• Clear Who Was NOT to Speak• Media Corralled• Smart: Hrs, Days, Wks, Months, Years
Sandy Hook Elementary
NEDRIX 14
Crisis CommunicationsAlways
Acknowledged, Never Planned +Trained
What’s theMost Important
Asset atYour Org.?
Your Most Important Asset?
•People?•Product/
Service?•Customers?
•Property?•Intel Prop?•Data?•Profits
Your Most Important Asset?
•People?•Product/
Service?•Customers?
•Property?•Intel Prop?•Data?•Profits
Your Most Important Asset?
Your Brand’s
Reputation
Examples
• Tylenol• Costa Concordia• LIPA• Sandy Hook
Elementary• Fukushima Daiichi
• GM• BP• Hartford
Distributors• Kleen Energy
Fukushima Daiichi
WHY?
•Large! •Plenty: Resources!•All Happened B4!
WHY?
If We Had Interviewed them B4 the Disaster, They Would All have
Said…
CEO Responsible Officer
What Would Be YourOrg’s Response If
Interviewed Today?
B4 These Disasters
•“Of Course We Plan for That!”•“Our CEO Is a Pro at This Stuff!”
•“We Have a Whole DeptDedicated to This!”
6 Stages of Denial
4. If it does happen, it won’t be so bad5. If it is that bad, my insurance company will pay for it
6.OMG, why didn’t we plan for this?
“Our Plan Is Easy and Foolproof…
We Say “No Comment.”
Mitchell’s3 Laws of
CrisisCommunications
3 Laws of Communications1.Communications Abhor a
Vacuum2.Vacuum: People invent
assumptions & facts3.You Will Be Seen as the
Problem
MissingFromPlans
Audiences
Missing From PlansImportant Audiences Ignored
• Parent Co.• Employees• Union Leadership• Families• Neighbors• Supply Chain In/Out
• Thought Leaders• St/Local Gov’t• Regulators• Customers• Competitors
MissingFromPlans
Structure
Missing From Plans
•EOC•Cable TV•Dark Sites•Accessible ENS
•S.M. Monitoring•Sat Phone•Media Venue• Incoming Inquiries
MissingFromPlans
Right People
Missing From Plans
•Real CCT•Top People•Deep Chain of Command
•Expert Communicators
•Slim/No Training
•Never: Exercise
MissingFromPlans
Planning Tools
Missing From Plans
•FAQs•Core Msgs•B Roll•Templates•Checklists
•Key Media Contacts
•Thought Leader Contacts
•All Other Key
MissingFromPlans
Making It Real
Missing From Plans
•Training•Exercise•Sustainability: Hrs, Days, Wks, Months
LIPA Chair Resigns
Sandy Hook Elementary
Sandy Hook Elementary
• Everyone Trained• Clear Roles• Clear Lines of Communications• Clear Who Was NOT to Speak• Media Corralled• Smart: Hrs, Days, Wks, Months, Years
Overriding Issue
USS
NEDRIX 14
Crisis CommunicationsAlways
Acknowledged, Never Planned +Trained
NEDRIX 14
Crisis CommunicationsAlways
Acknowledged, Never Planned +Trained