United States Postal Service:

1. United States Postal Service: Lessons in Crisis Communication

2. History & Background • Founded in 1639, the USPS employs over 800,000 workers in 38,000 locations. • The USPS delivers 680 million pieces a day; 208 billion pieces of mail a year. Source: www.usps.gov

3. History & Background • Panic was pervasive during the months following the 9/11 terrorist attacks. • In October 2001, there were several anthrax attacks. • Lives were lost and terror was perpetuated within the United States.

4. Definition of Crisis Extraordinary events or series of events that negatively affects the reputation of an organization, the integrity of a product, the psyche and safety of employees, or the community Source: Dr. Amiso M. George

5. Sources of Crisis • Natural • Fire • Disease outbreak • Man-made • Hostile take-over • Theft • Terrorist acts

6. Crisis Communication Strategies • Choose a knowledgeable spokesperson to communicate message • Ensure all messages are accurate and consistent with corporate operational and strategic plans • Provide opportunities for face-to-face communication whenever possible

7. Crisis Communication Strategies • Identify challenges and communication opportunities specific to the situation • Facilitate employee communication immediately following crisis • Simplify language • Follow up messages with action

8. USPS Strategy • Identify all stakeholders impacted • Employees • American public • Business partners • Prioritize stakeholders • Ensure that message is accurate, factual, consistent

9. Implementation Identify, integrate, and use all available communication tools to convey message • Crisis communication plans • Messages from the CEO • Internet, intranet, hotlines, meetings, videos • Publications, targeted mailings

10. USPS Implements • Identify appropriate communication venues • Print media • Television media • Press releases • Internet • Targeted mailings • Tailor message for each stakeholder • Employees • American public • Business partners

11. USPS Implements (cont.) • Continue to monitor message as facts change • Identify barriers to communication • Follow up message with tangible action

12. USPS:Lessons in Crisis Communication • Questions • Imagine yourself as an executive in a strategy planning session at USPS headquarters. Who should be present at the planning session? Describe the conversation that might occur. • What are the appropriate steps an organization should take to handle a crisis situation? • Would you consider the communication strategy of USPS a success? Why or why not?

13. USPS: Lessons in Crisis Communication • Questions • What made the USPS corporate communication strategy effective/ineffective? • What follow-up actions did USPS take that were imperative to success? • What are the long-term benefits to be gained from effective corporate communication?

14. USPS:Lessons in Crisis Communication • Questions • Suppose that a suspect/perpetrator is identified. Should this information be communicated to the public? What if the perpetrator is a an employee or relative of an employee of either the Postal Service or a high ranking government official – does this affect the public’s right to know? • What if a suspect is never identified? How can USPS promote confidence in the agency?

15. USPS: Lessons in Crisis Communication Works Cited • www.usps.gov • www.gao.gov • Presentation by Dr. Amiso M. George – at the Association of Business Communication conference, Fall 2001.