Crisis Communications & Public Relations

1. Crisis Communications & Public Relations The City of Prescott and the Yarnell Hill Fire

2. An Unimaginable Tragedy

3. Early Coverage • http://www.cbsnews.com/news/19-firefighters-killed-battling-fast-moving-ariz-wildfire/

4. The Purpose of Effective Crisis Communications The primary objective of a crisis communications plan is to answer tough questions, engage honestly and effectively in a public discussion, maintain professionalism and minimize loss. The Yarnell Hire Fire had far-reaching implications and an international audience, requiring a timely, emotionally sensitive and effective response.

5. Who Was Involved The Yarnell Hill Fire tragedy had an instant, international reach. The following groups were affected by the tragedy – all of whom that had to be reached through crisis communications efforts. • City • State • Feds • Insurers • Elected Officials & Candidates • Local/National/International media • Unions • Investigators • Public • City staff

6. Response to the Tragedy Following a major tragedy, the emotion is immeasurable. And the news cycle is predictable. Phase I – Overwhelming Shock & Support Interviews with Survivors, Officials Phase II – Ceremonial & AdministrativeServices, HR, Legal, Etc. Phase III – Critical Who’s fault is this? Why isn’t more being done?

7. Legal Implications • Crisis Communication & Legal Intersect Employment Status & Benefits Training & Preparation Negligence & Wrongful Death

9. Media Communication Strategy • Responsive – Recognize the validity of the arguments of the other side, and respond appropriately. • Defensive – Address criticism of the City of Prescott while maintaining respectfulness to all affected by the tragedy. • Proactive – Anticipate the arguments the opposition will raise, and proactively prepare responses. • Offensive – Make the first move – define the City’s stance and reasoning behind denying benefits to victims’ families.

10. Answer the Question! • What do the critics want? • Release information quickly and regularly • Assume it’s possible, how do you get there? • Do the math • Look at legal options • Who makes the decision • What are the consequences • Find allies • State/federal officials • Experts

12. Media: Do’s & Don’ts DO be honest and accurate DO be passionate and expressive DO come prepared DO be courteous DO be consistent DO be calm and concise • DON’T lie or mislead • DON’T be vague or evasive • DON’T be defensive • DON’T speculate • DON’T deny or place blame • DON’T be negative • DON’T stonewall or speak without thinking

13. Questions