Crisis Communication

Managing the Crisis

PR Deals with Publics  Employees  Customers  Stockholders  Community Members  Board Members  Unions  Retirees

Managing the Crisis

3 Results of a Crisis  Out of Business

– Ruined, sued, charged with crimes  Co. Continues to Exist

– Lost image, respect, financial  Won the War of Public Opinion

– Seen favorably as before or better

Prevention  Prodromes

– Warning signs – Corporate Culture = Key

 Anticipate News Media Needs – Never say “no comment”

 Ethical practices – Reveal mistake, apologize, make amends

Managing the Crisis

Managing the Crisis

4 Stages in the News

 Stage 1 – Breaking News  Stage 2 – Details become avail.  Stage 3 – Analysis of the crisis  Stage 4 – Evaluation & critique

What the Media Wants to Know  What happened?  Were there any deaths or injuries?  What is the extent of damage?  Threat of future injuries/damage?  Why did it happen?  Who/What is responsible?  What is being done?  When will it be over?  Has it happened before?  Were there any warning signs?

Managing the Crisis

In-Person Class Exercise - Ethics  Get into 4 groups of 5 people  Read your scenario

– Discuss answer(s) as a group  Review as a class *If just reviewing slides asynchronously, skip this slide

Managing the Crisis

A Spirit of Cooperation  We know & here’s all the information  We don’t know everything at this time

– Here’s what we know – We’ll find out more and let you know

 We have no idea, but we’ll find out and tell you

Managing the Crisis

Give access to material needed  Background information  Statistics  Photographs  Spokespersons

Managing the Crisis

Preparation  Assign a Spokesperson

– CEO – Alternative

 News Conference – Prepared statement – Key messages – Speaking points – Distribute to media

Managing the Crisis

Media Interviews Key Points from the chapter reading  10 Do’s  10 Do Not’s  Tell the Truth  Avoid Trick Questions  A Balance of PR & Law

Managing the Crisis

Audiences  Internal Publics

 Communicate with them first  Employees  Stakeholders  Regular volunteers/contractors/vendors

 External Publics  Customers  Politicians / Interest Groups  **Media (to reach general public)

Managing the Crisis

Social Media / Blogs  Great communication vehicles

 Regular, timely entries  Links to articles, docs., related blogs  RSS Feed, Podcasts  Influence the conversation

– Build brand visibility, credibility

Managing the Crisis