Effectively Managing Crisis Communication Aug. 17, 2012

1. Effectively Managing Crisis Communication Aug. 17, 2012

2. What is a Crisis? • Emergency/out-of-the-ordinary situation • Human error/inappropriate behavior • Brief or extended • Can involve other organizations • Good thing (award/achievement)

3. Yes, you CAN prevent many crises • Make sure policies are written, publicized and practiced • Encourage consistency • Be fair and honest • Listen to your stakeholders

4. Crisis Team • Leadership team/decision maker(s) • Content expert(s)/operations • Public Relations professional(s) • Risk management • Devil’s advocate • Scribe

5. Planning • Consider potential crises • Assemble key team members • Discuss possible responses • Put processes in writing • Test them • Adjust response plan accordingly • Test again • Commit to memory!!!

6. Things to have ON PAPER • 24/7 contact information for everyone • Instructions for posting to your Web site • Instructions for changing voicemail messages • Templates for “likely” emergencies

7. Spotting a Crisis • Milestone events • “Celebrity” employees/stakeholders • Disgruntled employees • Passionate stakeholders • Initiatives going/gone wrong • Units with little supervision • Industry/national environment • Current events • Leaders who think rules don’t apply to them

8. Process (in place in advance of a crisis) • Have a designated meeting place • Assign one person to gather information • Consider what types of things should be in writing • Determine information flow

9. Information Flow • Who handles incoming calls, emails, etc.? • Who has the power to mitigate the crisis? • Who has the power to make it worse? • Who is paying the bills? • Who are the customers?

10. Process: This is NOT a Test • Call your dean/supervisor • Call Public Affairs • Determine what you know • Determine what you don’t know • Think about your audience(s) for this crisis • Build your message • Share it – in a timely fashion – with your audience(s)

11. Building Relationships • What media “cover” your organization? • What are their deadlines? • Are there special sections/segments that match your organization’s expertise and offerings? • Who are the specific reporters assigned to your organization?

12. The Call • Never talk without prepping • Never allow your boss to talk without prepping • You never have to talk to reporters • Think about the message • Do the reporter’s work for him/her

13. The Interview • Look and act professionally • Speak clearly • Use your bullets in EVERY answer possible

14. The Number One Rule • Tell the truth!!!!!!

15. Example: Penn State University • PSU was a national football powerhouse • Longtime PSU assistant coach was accused of child sexual abuse • Instead of telling the truth, high-level officials lied to protect the school’s brand • Victims went public with their stories • Lies were revealed • Coach, president, others lost their jobs • PSU will pay millions in damages • PSU brand is badly tarnished

16. Special Situations • Off the record • Not for attribution • No comment

17. Getting the Story Right • Summarize your points • Provide supporting documents in simple form • Offer to answer questions during writing process • Be available!! • Read/watch/listen to the story • When necessary, set the record straight

18. Crisis Communications 101 Anne Mulcahy (former Xerox head): • Get the cow out of the ditch • Figure out how the cow got in the ditch • Create a plan to make sure the cow doesn’t end up back in the ditch

19. Media Relations Points to Remember • Establish relationships BEFORE a crisis • When interviewing, be prepared • Make 1-2 points…stick to them • If it’s written or recorded, it could end up on the news. • Tell the truth!!!!!

20. Questions?