Crisis Communication

Manage the Media; Don’t Let the Media Manage You!

Every organization will face a crisis at some point, and to ignore that fact can only compound the damage

Crisis & Crisis Communication An event that occurs suddenly, often

unexpectedly, and demands a quick response

A crisis can threaten the reputation of your leadership and organization

A well-managed crisis, however, can not only preserve reputations and credibility but can also enhance them

Many organizations remain unprepared for crises and their consequences, based on surveys of executives.

Answer: True

Source: (CIRI/FH survey, reported in O’Dwyer’s, May 2011)

A crisis is a commonplace occurrence and fairly predictable.

Answer: False; it’s important to distinguish between a problem (commonplace and predictable) and a crisis, so that you don’t turn a problem into a crisis.

Your Crisis Develop a list of the five most likely

and most devastating crises. Craft an initial statement for each of these crises that would be suitable as a first statement, and then for each, develop a list of other information that would be needed after that initial statement.

Other Crises Board/employee

misconduct Employee layoffs Poor financial

performance Financial

mismanagement

Damaging rumors Damage from

natural causes Allegations made On-the-job

accidents

Crisis Dynamics Warning stage (proactive) Point of no return (reactive) Cleanup (reactive) Return to normal (proactive)

Source: Guth and Marsh’s Public Relations: A Values-Driven Approach

Crisis Communication Be prepared before a crisis occurs

Good crisis communications is based on a system already in place

Be open, honest and do what it takes to facilitate stories

Have a spokesperson and a plan

Crisis Management(Yes, this term may sound like an oxymoron …)

Determine your audience’s awareness of the problem:

For media relations Find out the journalist’s source to help

with your own research and response. Find out the journalist’s beat/approach.

Media Relations Media relations are activities involving working

directly with persons responsible for the editorial (news and features), public service and sponsored programming products of mass media.

Media outlets include: Print Television Radio Social Media

Media Tips 101 Know the media most likely to cover

you.

Build and use, but don’t abuse a good contact list.

Always give the media information that is newsworthy.

More Media Tips Take advantage of breaking and national

news.

Make yourself available to the media at any time.

Be creative, responsive and respectful.

Managing the Media During a Crisis Develop a realistic (and reassuring)

message Keep information brief, but use enough

detail to resolve basic questions Refrain from commenting on your

opposition Tell your side of the story simply,

honestly

Establish credibility with fast honesty Follow up with messages of reassurance Release bad news yourself Get approvals ahead of time for some

“boilerplate” messaging, information bulletins, safety warnings, and apologies

Managing the Media During a Crisis

Apologies On Record Step away from defense mode, gather

information, and offer basic information before apologies.

It’s OK to be a brand defender, but be ready to apologize if necessary. Effective apologies: are delivered from the heart, put the public first, accept responsibility, and use words of regret.

Don’t speculate when deciding on whether to apologize. You may quickly realize that your organization owes the public an apology, but wait until all the facts are in so you do it well.

Simple Tips: Don’t speculate! Find a way to release information

immediately, followed by updates, based on facts as they become available

Talk to media personally, when able (old-fashioned phone tree works)

Use social media to push media to your official messages

Don’t Forget to… Tell stories about your CAUSE

Focus on positive outcomes

Make stories simple rather than complex

Use consistent messaging