Today We Are Going to…

2. Today We Are Going to… • Discuss the difference between a crisis and an emergency • Explain the MOT’s crisis communications philosophy • Look at how the media landscape has changed • Dissect how stories travel and how consumers now campaign for action • Teach practical steps for dealing with a crisis • Apply this information to case studies

3. A Moment of Clarity • Crisis (kri’sis) n. pl. -ses (-sez’) 1. A. A crucial or decisive point or situation; turning point. B. An unstable condition in political, international, or economic affairs in which an abrupt or decisive change is impending.

4. It takes 20 years to build a reputation and five minutes to ruin it. If you stop and think about that you’ll do things differently. “ “ Warren Buffet

5. The Ultimate “Spokesperson” The Bahamas Ministry of Tourism is the most visible government department and is asked to speak on behalf of the entire country whether the issue is a shark bite, malaria, rape, incidents with gay and lesbian visitors, drive-by shootings, visitor arrests, Legionnaire’s disease, alleged Avian Flu, riot on Bimini, coastal development, jet ski accidents, water sports legislation, general crime, murder …. In reality, the MOT must protect the reputation of the destination even though it is often not the appropriate spokesperson for the issue.

6. Goals 1. To prevent a bad situation from getting worse 2. To protect residents 3. To protect visitors 4. To minimize economic impact 5. To protect the integrity of the brand

7. The Islands Of The Bahamas CrisisCommunication Philosophy • In a crisis, destination/industry partners are at risk • Protecting guests, residents and associates is paramount • Full disclosure is the most important principle • Timely and accurate response to the media is key • Remember, if you don’t tell your story, the media will produce its own version – which may be inaccurate

8. Philosophy • If you don’t comment, the media will seek information from other, possibly hostile, sources, or non-traditional sources, like blogs (Internet gossip and banter) • Silence sparks rumors, implies guilt • Information is the key to control of the situation • You must uphold the law and cooperate with local, national and international authorities • We must also provide full and timely disclosure of facts that the community has a right to know

9. A Reality Check • The truth is out there • You must work with the media • Short term revenue loss is no match for long term loyalty (just look at Tylenol) • Nothing is off the record • Companies media train their executives, but it is the person on the front line who is often targeted by news outlets

10. Containing a Story v. Creating a Story • In times of crisis, there are proactive approaches or reactive approaches • A proactive approach is when the spokesperson takes action on his/her own to address a situation before it hits the news • A reactive response is, literally, reacting to media and public queries • It is important NOT to be proactive and thus CREATE news when it is not warranted. A proactive approach should only be taken when large-scale implications are at stake • In a 24/7 news cycle, you do not want to create “content” Proactive vs. Reactive

11. If Thomas Edison invented electric light today, Dan Rather would report it on the CBS Evening News as, “Candle-making industry threatened”. “ “ Newt Gingrich

12. The New News • Remember the turn-of-the century caveat about how cable had revolutionized the news cycle by turning it into a 24-hour a day beast that demanded to be fed? Quaint. • The evening news, the morning paper, its companion web site have been profoundly influenced by emerging media • 80 percent of traditional journalists surf the web looking for story ideas -- this includes blogs • Television doesn’t just offer a tip line, they encourage viewers to upload their own footage of “news” • The first report and photo from the recent crash of US Airways flight 1549 moved on Twitter not AP

13. The New Newsman…or Newsperson • May never have gone to journalism school • May never have to vet a story or verify sources • May never have even read the New York Times • May syndicate his own commentary via his Facebook page with video hosted on YouTube • He is the citizen journalist … and he has the attentionof traditional media

14. The New Media Traditional media is now incorporating tools like Twitter, Facebook and YouTube to cover events. CNN anchors are participating in social media forums, tracking comments and addressing them in their broadcasts. Twitter comments crawl across the bottom of the screen. On the scene “reporting” now includes the voice of the public.

15. Some Things Stay the Same There are a few things about that 24-hour news cycle that are still the same • Cable news still must be fed • Newspapers still cover crises -- they just soundmore like Gawker doing it • Tabloid journalism is alive and well • It is still an extremely efficient way of communicating a story to the broadest possible audience

16. Bad news travels fast. English Proverb

17. No Such Thing as a Local Story What happens on the high seas doesn’t stay on the high seas Passengers stream to Internet café to inform media; campaign via cellphone Queen Mary 2 encounters propeller problem; cancels three port calls Protesting passengers negotiate with captain Cunard ends impasse by offering full refunds Times of London publishes: “Mutiny on the Queen Mary 2” while ship is still at sea

18. The 21st Century Newsflash • Half the gadgets in the modern traveler’s carry-on -- or just an iPhone -- have transformed them into potential on-the-scene reporters • They can do everything from calling customer service to blogging their complaint, to tweeting to the cyber-mob to “iReporting” directly to CNN -- potentially all from the same device SXSW: Zuckerberg Keynote Descends into Chaos as Audience Takes Over -Wired.com

19. When written in Chinese the word crisis is composed of two characters -- one represents danger, the other represents opportunity. “ “ John F. Kennedy

20. Basic Steps for Every “Crisis” • Identify the crisis • Get the facts • Notify key people • Notify crucial publics • Assign a media spokesperson • Respond to the media and be accessible • Take control of story • Craft the statement • Deliver the statement

21. Practical Steps for Every Crisis No man is an island, even if you live on one • Immediately notify Nassau office • Log and forward all media queries to Nassau to be addressed by designated spokesperson • Communicate as appropriate with local stakeholders • Assist them with effectively executing their own crisis plan; ensure that ALL front line employees understand what to do and what not to say

22. Why is This Critical?

23. Crisis Guidelines: Management • Prioritize • Control and centralize communications • Gather facts and information • Log all media queries and forward to Nassau • Work with all authorities, associations • Take responsibility • Make crisis counseling available, if needed • Resume normal operating as quickly as possible

24. Crisis Guidelines: Communiqués • Dedicated spokesperson • Releases/statements • Media alerts • Phone, TV, radio, print interviews • Satellite media conference • E-mail/web page/blogs • Dedicated phone lines • News research in “real time”

25. Nassau Gather facts Notify crisis team Monitor media and assess need for statement Notify key partners Assign spokesperson Take control of story MOT Field Offices Gather facts Notify Nassau Coordinate with local authorities to contain situation Work with local partners, if needed, to minimize speculation Log and forward media queries Crisis Management To Dos

26. Nassau Confirm facts Activate crisis team Confer with Ministry of Health, Dept. of Environment Monitor for coverage Assess need for internal/external statements MOT Field Offices Gather facts Confer with local clinics, RBPF, etc. for updates Regular updates to Nassau Work to control local speculation and spread of rumors by working with local stakeholders Brief hotel GMs on situation, encourage hotels tocommunicate appropriately with staff What to Do: Malaria, etc.

27. Nassau Designate spokesperson Provide internal statement with key points External media outreach as limited as possible Inaccurate reports addressed tactically to limit spread of story MOT Field Offices Log and forward media requests Reference internal talking points in managing local stakeholders What to Do: Malaria, etc.

28. Anatomy of an “Attack” on the MOT Marcus Groh Austrian Lawyer bitten by shark in Bahaminan waters Sun-Sentinel, Miami Herald, local TVAssociated Press Dive blogs Airlifted to Florida Dies in hospital Should shark dives be banned in The Bahamas? Shark dives should remain legal, really support for dive operator TIME magazine article unites traditional and non-traditional media in consumer campaign aimed at MOT MOT receives repeated requests for comment on myriad issues MOT receives hundreds of emails from consumers

29. Anatomy of an “Attack” on the MOT Overview • 1st fatality of its kind in The Bahamas • Dive operator well known to media, photography and diving community • Austrian diver, Florida business, Bahamian water Media • Story spread internationally within hours • Coverage on Associated Press, Reuters, Florida print and television, CNN, Larry King Live, Today Show, MSNBC • Video (think of the file footage) on major outlet web sites

30. Anatomy of an “Attack” on the MOT Key issues • MOT immediately asked for comment on the specific incident and broader issue of shark feeding dives Strategy • MOT delayed comment as long as possible as Ports Dept. and Marine Resources are the agencies with oversight for this issue • BDA/Neal Watson commented early and then ceased giving interviews

31. Anatomy of an “Attack” on the MOT STATEMENT ON SHARK BITE IN THE BAHAMAS FROM THE BAHAMAS MINISTRY OF TOURISM NASSAU, The Bahamas, Feb. 28, 2008 – The Bahamas Ministry of Tourism extends condolences to the family and friends of Markus Groh. Mr. Groh, a 49 year old Austrian, succumbed to injuries he sustained Feb. 24 while participating in an interactive shark dive off the commercial diving boat the Shear Water. The Shear Water is operated by Scuba Adventures from Riviera Beach, Florida and is registered with the Port Department of The Bahamas to offer live aboard dive excursions within Bahamian waters. Shark feeding excursions are legal in The Bahamas, but the Ministry of Tourism does not establish the laws regulating the maritime industry or marine resources. As is routine for a maritime incident, the Port Department and the Royal Bahamas Police Force will conduct an investigation to determine the facts. The Bahamas Ministry of Tourism is unable to comment further while the appropriate authorities are making their investigations.

32. Anatomy of an “Attack” on the MOT When Adventure Tourism Kills By Siobhan Morrissey Monday, Mar. 03, 2008 No one goes on an adventure tour with the thought that he won't make it back alive. The whole point is to push the envelope and live to tell the tale. It's unclear what Markus Groh thought when he signed up for a late February dive that could put him face-to-face with killer sharks spanning 18 feet in length ﾑ without a cage to separate him from the man-eaters. He surely didn't expect to end up dead. But the 49-year-old attorney from Austria, died on Feb. 24 after being bitten in the leg while swimming with the sharks in the Bahamas. Sign Petition to Support Shark Diving in the Bahamas

33. Anatomy of an “Attack” on the MOT • This is still an active issue • There are still interested parties waiting for some pronouncement on whether shark feeding/diving will remain legal • Your e-mail addresses are still on the Internet, you may get inquiries for some time • What does that mean in practical terms? • If you answer a casual e-mail query, “There is no word yet on whether shark diving will remain legal in The Bahamas.” You have just provided material for a new blog post; you have just become the Bahamian authority in “Bahamian authorities have said there is no decision yet……”

34. Crisis Guidelines: Spokespeople • Always be truthful • If you do not know the answer to a question, say so, and promise to get back with the information as soon as possible • Be well prepared • Assume everything is ON THE RECORD • Log everything • Repeat key themes and messages throughout the interview • Think of journalists as intermediaries, not your audience • Do not let reporters put words in your mouth • You do not have to answer every question

35. Crisis Guidelines: Spokespeople • Respect deadlines, but do not be driven by them • Stay within your area of knowledge and authority • Politely correct false assumptions or erroneous facts • Offer “third-party” sources • Avoid hypothetical questions • Do not engage in speculation • Do not make personal comments • Stop, think and correct your answer or statement

36. Dedication to a Single Spokesperson An accident happens involving boating or fishing or diving. You immediately receive a call from a reporter you are familiar with from sports shows, why refer them to Nassau when you know them? • You may not have the latest information • You may not have the current approved statement • You may well compromise your future relationship with the reporter who will expect you to speak “on background” or comment beyond the scope of your authority which YOU CANNOT • Use protocol to protect yourself

37. Ministry of Education Crisis Outline The Ministry should establish an action plan for addressing crises that ensures centralized communication from spokespeople appropriate to the situation. • Notify authorities: health, fire, police, etc. • Identify key stakeholder groups: parents, administrators, neighbors • Designate spokesperson and local points of contact • Outline chain of command • Establish media policy

38. Media Policy It is critical to determine in each case who can most accurately and appropriately respond to issues. It is easy to overstep when speaking to the media – they count on it. • Ministry of Education can only comment within the scope of its authority and must collaborate with health, fire, police and labor officials as necessary • Do not speculate, for example, on the cause of a disease outbreak. Stick to confirmed facts and defer to the expertise of the Ministry of Health

39. What to Do: Disease Outbreak • Notify health authorities; confirm spokespeople • Gather and confirm facts • Inform parents • Activate crisis team and plan to evaluate risk, contain exposure and safeguard children Goal: Stabilize situation and assure key stakeholders that all efforts are being made to treat affected children, prevent further outbreak, maintain safety of the surrounding community and ensure a safe return to the classroom.

40. What to Do: Roof Collapse • Notify rescue, building, health authorities; confirm spokespeople • Gather and confirm facts • Inform parents • Activate crisis team and plan to coordinate rescue/treatment efforts and secure location Goal: Stabilize situation and assure key stakeholders that proper medical response is underway, all possible measures taken to prevent further collapse, danger contained.

41. What to Do: Crime on Campus • Notify police (possibly medical) authorities; confirm spokespeople • Gather and confirm facts • Inform parents; advise local community as necessary • Activate crisis team and plan to coordinate investigation and secure location Goal: Stabilize situation and assure key stakeholders that threat to community has been contained, investigation underway, any necessary emergency response executed appropriately.

42. What to Do: Strike by Teachers • Consult with labor authorities; confirm spokespeople • Gather and confirm facts • Inform parents; advise local community as necessary • Activate crisis team and plan to provide timely status updates Goal: Stabilize situation and assure key stakeholders that Ministry of Education is working to resolve issues and the public will be kept informed.

43. More often a crisis is limited to one island, it’s an isolated incident, it is unanticipated, you must react quickly, but prudently…and then there is the crisis drill we know best of all….

44. The Islands Of The Bahamas and Hurricanes Overview • Hurricanes are a predictable threat for which the Ministry of Tourism has a practiced approach, before during and after storm Ministry of Tourism procedure • MOT and task force monitor developments throughout islands • Communicate at appropriate intervals to gather information and determine strategy • Distribute internal alerts and media alerts regarding tourism infrastructure as appropriate • Secure interview opportunities with Weather Conference alumni, travel editors, etc. so that destination can speak for itself

45. The Islands Of The Bahamas and Hurricanes What MOT offices can help hotels do • Update BHA or MOT on preparation, occupancy status, storm damage/impact • Designate a spokesperson and unified script to field inquiries specific to property • Do not comment on storm impact on the destination as a whole or broader tourism interests • Refer broad or general inquiries to the MOT for response

46. The Islands Of The Bahamas and Hurricanes Key messages to remember: • The Islands Of The Bahamas takes hurricanes seriously and strives to protect residents and visitors • With 100,000 square miles of ocean, a hurricane within The Bahamas’ territorial waters, rarely disrupts the experience of a majority of visitors • The Islands Of The Bahamas have strong building codes and techniques • Hotels have well rehearsed preparedness plans should a hurricane threaten

47. Case Study:Aruba – Natalee Holloway Disappearance Overview • Disappearance of young, attractive woman at end of high school graduation trip • High-profile U.S. coverage; grass roots activities; boycotts Key Factors • Conflicted Dutch/Aruban actions at onset set tone for coverage • Aruban authorities lost credibility early on and then lost control of story • Media coverage driven by sustained, grassroots campaign • Negative consensus in journalist community re: “cover-up” Lessons Learned • Maintaining credibility is key to successful crisis management • Utilize key resources (e.g. FBI, Amber Alert) that resonate with key audiences

48. Case Study:Bimini – Alice Town Murder Overview • Gruesome murder of young Austrian couple • Limited and short lived U.S. and international media coverage Key Factors • Communications by government officials focused on process and showcased empathy • Media perceived communications regarding the investigation as transparent • Successful investigation generated positive perceptions of local authorities • Swift resolution helped to contain crisis and limited duration of story Lesson Learned • Consistent and transparent communications key to managing media during crises

49. Case Study:Paradise Island – Paul Gallagher/Boat Accident Overview • British child killed by speedboat driven by unlicensed operator Key Factors • Media perception of inadequate governmental response provided platform for continuous U.K. media scrutiny and coverage • Disagreements between local authorities and British investigators amplified media attention • Negative perception of Bahamian authorities due to “delayed” enforcement of safety standards and regulations • Media perceived slow response as evidence of apparent “cover-up” Lesson Learned • Important to take rapid & appropriate action – at onset of crisis – and demonstrate fundamental commitment to addressing the underlying issue

50. Case Study:Malaria Outbreak on Exuma Overview • U.S. citizen diagnosed with malaria after visit to Great Exuma Key Factors • Inaccurate AP Nassau stringer filing spread localized story • Bahamas officials focused on aggressive effort to test, treat and contain outbreak • Bahamas pronouncement put facts on record and stressed geographic limitation of CDC travel advisory Lessons Learned • Concentration on correcting inaccurate reporting through follow up with specific outlets and reference to one public release from MOT helped minimize threat to economy, particularly outside of Exuma