Crisis Communication The External Challenge

1. Crisis CommunicationThe External Challenge Presented by Steven R. Wolf Issues Management Solutions, LLC www.solutionsbyims.com PRSA Nebraska Chapter April 2, 2013

2. Working with the Media • The Chinese word for crisis contains two symbols • One for danger • The other for opportunity • A crisis can go either way. It depends on what you make of it.

3. The Nature of Crisis • When does emergency response become a crisis? • Preparation and communication are key • Timing • Failure to recognize the news media’s role and public information needs creates crisis • Failure to use best management practices such as risk communication principles

4. Emergencies • Different types of crises or emergencies • Natural disasters • Technology & Infrastructure failures (e.g., computers, networks and power) • Manmade (malfeasance, vandalism or terrorism) • Risk communication principles apply to all types

5. Your Emergency Communication Goals • Minimize or avoid injuries, illness and deaths • Ensure continuity of operations • Enable and enhance response and recovery actions • Apply appropriate use of resources • Decrease rumors and speculation • Avoid crisis and panic

6. The Public’s Information Needs • Facts about incident to eliminate uncertainties: • What happened? • What remains at risk? • What are you doing about it? • Enable decision making & appropriate participation • Communicate compassion, empathy and hope, both early and often

7. Communication Breakdowns Leading to Crisis • Mixed messages from multiple sources • Failure to immediately and constantly communicate • Ignoring rumors and blatant misinformation • Controlling or “we know best” attitudes • Public displays of power struggles and control

8. Best Management Practices • Risk communication • “A science-based approach for communicating effectively in: • High concern and low trust situations • Sensitive or controversial situations” Source: Dr. Covello, Director Center for Risk Communication

9. Best Management Practices • Risk communication further defined • Any purposeful exchange of information about risk or perceptions about risk • Any public or private communication that informs individuals about the existence, nature, form, severity, or acceptability of risk • The probability of losing something of value, such as health, safety, job security, self-esteem, wealth, natural resources or community Source: Dr. Covello, Director Center for Risk Communication

10. Sorting Concerns to Categories • Process • Legality • Financial • Social Equity • Etc.

11. Cooperation • Who else should have your message maps before you begin delivering messages?

12. Lessons Learned? • Develop key messages and Qs and As ahead of time • Identify potential spokespeople and alternates • Enable top leadership to focus on response and empower spokespeople to handle communications • Collaborate and identify authority transition points with other responders • Public - Private Partnerships for planning & exercises