Crisis Communications

1. Crisis Communications Expand the Brand – Module 6 – 9/1/11

2. Audiences to Consider • Legislators • Businesses • Families • Media • Online News Sites • Social Media Sites & Blogs

3. 3 Stages of Crisis Comm Planning • Before – preparations & planning • During – responding & reacting • After – evaluate & revise

4. Stage 1: Before a Crisis - Be Prepared • Brainstorm all possible criticisms or problems that can occur. • Pay attention to what people are saying about you. • Build relationships with “brand” supporters & influencers.

5. Stage 1: Before a Crisis - Be Prepared • Maintain media relations. • Over communicate. • Assemble a crisis team. • Plan a crisis command center. • Create/update printed crisis comm plan.

6. Stage 2: During a Crisis – Respond Quickly • General rules: • * Be quick. • * Be accurate. • * Be consistent. • Alert your Regional Certification Office. • Consider DPW Press Office for help.

7. Stage 2: During a Crisis – Respond Quickly • Inform internal audiences: • * Staff • * Families • * Board members • * In some cases, legal representatives

8. Stage 2: During a Crisis – Respond Quickly • Internal Audience: Staff • Communicate with staff about the facts of the crisis. • Remind staff about how to handle media inquiries.

9. Stage 2: During a Crisis – Respond Quickly • Internal Audience: Families • Have systems in place to communicate with families about the crisis. • Focus on the facts of what happened and what you are doing to resolve it.

10. Stage 2: During a Crisis – Respond Quickly • Make a Public Statement • Alert crisis team and spokespersons. • One message through many channels. • Reach out to media contacts. • Stay on message and stick to the facts. • No more than 3 talking points per statement.

11. During a Crisis - Listening & Responding • Focus on facts of the actions you’re taking to keep children safe -- NEVER SPECULATE! • Be prompt. • Be calm. • Be honest. • Be genuine. • Be responsive.

12. Stage 3: After a Crisis – Evaluate & Revise • Consider: • * How effective was plan? • * How did people respond? • Did your message remain consistent? • Meeting for internal audiences’ feedback. • Revise crisis comm plan for next time.

13. Stage 3: After a Crisis – Evaluate & Revise • Practice revised plan with crisis team and staff with simulated crisis. • Media training for spokespersons. • Review and update “dark” content. • Launch positive press campaign.

14. Always remember to … Prepare for the worst, hope for the best, and be better prepared to do the talking and control the message when disaster strikes.