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620 W. Main Street Louisville, KY 40202 (502) 589-1700

620 W. Main Street Louisville, KY 40202 (502) 589-1700. AAAA: American Association of Advertising Agencies AMIN: Advertising and Marketing International Network. 70 employees. 620 W. Main Street Louisville, KY 40202 (502) 589-1700. Founded 1915. $62 million cap billings. PRSA:

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620 W. Main Street Louisville, KY 40202 (502) 589-1700

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  1. 620 W. Main Street Louisville, KY 40202 (502) 589-1700

  2. AAAA: American Association of Advertising Agencies AMIN: Advertising and Marketing International Network 70 employees 620 W. Main Street Louisville, KY 40202 (502) 589-1700 Founded 1915 $62 million cap billings

  3. PRSA: Public Relations Society of America 100+ years PR/journalism experience Since 1985 Public Relations

  4. PR Experience/Capabilities Media Relations Social Media Public Affairs Issues Management Publications Media Training Crisis Management Executive Communications Special Events Employee Communications Word of Mouth Community Involvement

  5. Crisis Communications Experience • Petroleum • Health Care • Food Processing • Spirits • Amusement Park

  6. What is news? “When planes land safely, that’s nice, but it’s not news.” John Stossel ABC News “The highest mission of the press is to render public service.” Joseph Pulitzer

  7. What is news? • Impact on the community • Catastrophic event • Product failure • Perceived wrong • Controversy • Human struggle • Timely and new

  8. What is a crisis? “Send lawyers, guns and money, the $%I# has hit the fan” Warren Zevon

  9. Types of Crises • Disaster/calamity • Fire • Explosion • Structural failure • Chemical or effluent spill • Injury/death • Violence • Accident

  10. Types of Crises • Financial • Fraud • Company problems • Product • Contamination • Recall • Allegations • Sensitivity • Harassment • Allegations

  11. The new threat?

  12. The new threat Social media

  13. New media “We have to figure a way to embrace the promise of new media but avoid the pitfalls. Until we do, we will always be vulnerable to the ability of the lunatic to hold the whole world hostage. Our attention is the only weapon he needs.” Columnist Leonard Pitts Reacting to Terry Jones Dove World Outreach Center

  14. Goal • Preserve integrity • Mitigate negative impact

  15. Objectives • Manage the message • Play offense, not defense • Release accurate and timely info • Communicate commitments and compassion • Demonstrate expertise • You are in control

  16. The CEO JetBlue’s David Neelemen • “My dear JetBlue customers.” • “Most difficult time in our history” • “Will never happen again.” • Outlines plan for next 30 days • “I ask for your business and trust and we will show you that we will be a better company.”

  17. The CEO BP’s Tony Hayward • “There’s no one who wants this over more than I do.” • “I’d like my life back.” • BP cares about “the small people.” • “The Gulf of Mexico is a very big ocean. The…volume of oil and dispersant we are putting into it is tiny in relation to the total water volume.”

  18. The CEO Does the CEO become the primary spokesperson? • It depends • A company should have three trained spokespersons 1. Good news 2. Bad news 3. Big news - CEO

  19. Be Prepared • Fact sheet on company/organization • Bios of key officials • Logos and photos ready to release • B-roll quality video ready to release • Testimonials from loyal customers clients • Awards and accolades • Safety training • Personnel training

  20. Crisis Team

  21. Training • Media training • Have 3-4 trained spokespersons • Good news • Bad news • CEO – big news • Mock disaster • Involve only your disaster team • Involve entire company + real emergency responders (firefighters, EMS, police)

  22. Internal Communications • Meet with supervisors • Meet with employees • Provide them with written directions • Be able to contact all employees at once using various tools: • One call • Email • Twitter

  23. Distribute Key Message • Prepare news release/statement • Create media contact list • Include online media • Key industry-related media • Distribute various ways • E-mail to media • Post on website • Twitter/Facebook

  24. Contact Key Customers

  25. Monitor Media Online • Google Alerts • Yahoo Pipes • Search.Twitter.com • Radian 6 TV • Media Library • VMS Print • Cision • PR Newswire

  26. When It Happens • Command base • Media center • Family reception area • Always keep media and family separated

  27. Three Lessons • Communication doesn’t matter as much as action • PR can’t fix your reputation until you fix the problem • How you communicate matters • Companies with effective PR/crisis plans had 5% growth in stock prices after 50 days • Learn social media before a crisis occurs

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