Management Assignment

Exhibit IM-B

Crisis Communications Essentials

Point Brief Description

Control the

Message

Pre-prepared company information, including key executive biographies,

should be readily available. Be prepared to respond to questions from the

media. Attempt to control and manage the communications regarding

your company. Deliver a unified message.

Choice of

Spokesperson is

Essential

It takes a skilled communicator to be able to manage the media. Hostile

press conferences and public hearings are particularly difficult. The

choice of spokesperson will be essential in a crisis.

Target Key

Stakeholder

Groups for

Communications

Depending on the nature of the crisis, groups that may require special

communications include: employees, customers, investors, government

and community leaders, insurance companies, lawyers, and the families

of victims. Mass communications such as TV may also be required.

Be Accessible

The spokesperson for the company may need to be immediately

accessible to the media on a 24-hour basis during the peak of the crisis.

Honesty and

Transparency

Honesty is of paramount importance. Dishonesty will escalate the crisis.

Never utter the words “No Comment.”

Focus on the

Answer, Not the

Question

People tend more to remember the answer, not the question. Give the

answer that you want to give, rather than answer the question that you

are asked. Answering a negatively worded question directly is a trap.

Social Media

Presence

Social media has a massive influence. Engage with social media early

and often to communicate the company’s message. In some situations,

social media may be the only source of communications. Be ready to

openly discuss your company’s side of the story. Give accurate, swift,

reliable information directly from the company and/or key insiders.

Focus on Key

Message Points

What you say and how you say it are essential tools for effective crisis

communications. Focus on two to three key talking points during crisis

communications. Keep your message points specific, narrow and

focused. These message points should tell a cohesive, concrete story.

Positive Messaging Attempt to turn negatives into positives, wherever possible. Issue

proactive statements in a positive way, focusing on the truth in a way that

makes your company look the best. At the least, attempt to neutralize the

negatives.

Source: Fink (2002) & Fink (2013)