Effectively Managing Crisis CommunicationAug. 17, 2012

What is a Crisis?

Emergency/out-of-the-ordinary situation Human error/inappropriate behavior Brief or extended Can involve other organizations Good thing (award/achievement)

Yes, you CAN prevent many crises

Make sure policies are written, publicized and practiced

Encourage consistency Be fair and honest Listen to your stakeholders

Crisis Team

Leadership team/decision maker(s) Content expert(s)/operations Public Relations professional(s) Risk management Devil’s advocate Scribe

Planning

Consider potential crises Assemble key team members Discuss possible responses Put processes in writing Test them Adjust response plan accordingly Test again Commit to memory!!!

Things to have ON PAPER

24/7 contact information for everyone Instructions for posting to your Web site Instructions for changing voicemail messages Templates for “likely” emergencies

Spotting a Crisis

Milestone events “Celebrity” employees/stakeholders Disgruntled employees Passionate stakeholders Initiatives going/gone wrong Units with little supervision Industry/national environment Current events Leaders who think rules don’t apply to them

Process (in place in advance of a crisis)

Have a designated meeting place Assign one person to gather information Consider what types of things should be in

writing Determine information flow

Information Flow

Who handles incoming calls, emails, etc.? Who has the power to mitigate the crisis? Who has the power to make it worse? Who is paying the bills? Who are the customers?

Process: This is NOT a Test

Call your dean/supervisor Call Public Affairs Determine what you know Determine what you don’t know Think about your audience(s) for this crisis Build your message Share it – in a timely fashion – with your

audience(s)

Building Relationships

What media “cover” your organization? What are their deadlines? Are there special sections/segments that

match your organization’s expertise and offerings?

Who are the specific reporters assigned to your organization?

The Call

Never talk without prepping Never allow your boss to talk without prepping You never have to talk to reporters Think about the message Do the reporter’s work for him/her

The Interview

Look and act professionally Speak clearly Use your bullets in EVERY answer possible

The Number One Rule

Tell the truth!!!!!!

Example: Penn State University

PSU was a national football powerhouse Longtime PSU assistant coach was accused of

child sexual abuse Instead of telling the truth, high-level officials

lied to protect the school’s brand Victims went public with their stories Lies were revealed Coach, president, others lost their jobs PSU will pay millions in damages PSU brand is badly tarnished

Special Situations

Off the record Not for attribution No comment

Getting the Story Right

Summarize your points Provide supporting documents in simple form Offer to answer questions during writing

process Be available!! Read/watch/listen to the story When necessary, set the record straight

Crisis Communications 101

Anne Mulcahy (former Xerox head):

Get the cow out of the ditch Figure out how the cow got in the ditch Create a plan to make sure the cow doesn’t

end up back in the ditch

Media Relations Points to Remember

Establish relationships BEFORE a crisis When interviewing, be prepared Make 1-2 points…stick to them If it’s written or recorded, it could end up on

the news. Tell the truth!!!!!

Questions?