Crisis Communication

Chapter 3

Communications to Prevent Crises

Communications to Prevent Crises

The Media and Your Crisis Information about a crisis reaches publics through the media more than through any other means.

…and…

If it bleeds, it leads. Bad news “sells.”

Communications to Prevent Crises

The Media and Your Crisis The news media wants to know: 1. What happened? 2. Were there any deaths

or injuries? 3. What is the extent of

the damage? 4. Might there be future

injuries or damage? 5. Why did it happen?

6. Who or what is responsible?

7. What is being done about it?

8. When will it be over? 9. Has it happened before? 10. Were there any warning

signs?

Communications to Prevent Crises

Spokesperson The voice of the organization during a crisis.

His/her primary responsibility is to manage the accuracy and consistency of messages coming from the organization.

The CEO is usually the best spokesperson.

Communications to Prevent Crises

Spokesperson Although the ideal is to have one person as the designated spokesperson, that is not always feasible. So have back-up(s).

The point is to have someone available when the media have questions.

Communications to Prevent Crises

News Conference Not always necessary, but you should be prepared for one (or more) depending on the crisis.

Don’t “shoot from the hip.” Prepare talking points…key messages. What do you want the public to learn from this?

Communications to Prevent Crises

Lawyers Full Disclosure – Revealing everything the organization knows about the crisis.

vs. Limited Disclosure – Saying as little as possible about what the organization knows.

Communications to Prevent Crises

Internal Publics Internal publics…your employees…are the most believable spokespersons.

Why?

Because they’re not being paid to speak for the company.

Communications to Prevent Crises

Internal Publics Tell them early…tell them often.

Whenever possible, internal publics should not learn of the crisis from the news media.

Internal publics want to know what they can or should do to help.

Communications to Prevent Crises

External Publics Keep them informed…keep them loyal. Don’t give them cause to doubt you.

Let them know what has happened and what you are doing to get your operations back to normal.

Communications to Prevent Crises

Things to Remember

Communications to Prevent Crises

Mass Communication Today’s technology makes it possible for you to communicate immediately and directly with your publics.

Use every means within your capability to get your message to them quickly and accurately.