what's a crisis and why should i care?
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What’s a Crisis & Why Should I Care?Presentation to NCSU PRSSA
October 13, 2015
Roger M. Friedensen, APRRay J. Hornak, APR
forgecommunications.com | @forgecomm
© 2015 Forge Communications, LLC | All Rights Reserved.
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 2
How often has this happened to you?
Day One
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Day Two
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“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
Warren Buffet
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 5
What do we mean by “crisis”?
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Attributes• Out of the ordinary• Unpredictable, disruptive• Potential to undermine confidence, damage
reputation• Affects or involves multiple audiences• Draws attention of internal/external
stakeholders, including media
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 7
And once it starts…
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Types of crises• Natural disasters• Accidents (mechanical,
human error)• Legal or financial issues• Government actions• Criminal activities• Employee incidents• Environment/health issues• High-profile events• Rumors• Digital media attacks
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 9
But it can happen, and it will happen.
It’s not a question of if, it’s a matter of when…
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Not every crisis is like this
(though it may feel like it)
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Novozymes, Franklinton, N.C. | February 2006
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Greensboro, N.C.June 13, 2010
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The first rule
You can’t manage a crisis, but you can – and you must –
manage your reaction.
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Quite simply, this changed – and is still changing – everything.
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And this is all happening at once in real time.
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Some things have changed,but most things haven’t
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Business hasn’t changed
“Benefitsshouldbeconferredgradually;andinthatwaytheywilltastebetter.”
“Itisbettertobefearedthanloved,ifyoucannotbeboth.”
“Awiseruleroughtnevertokeepfaithwhenbydoingsoitwouldbeagainsthisinterests.”
“Politicshavenorelationtomorals.”
“Thenewrulermustdeterminealltheinjuriesthathewillneedtoinflict.Hemustinflictthemonceandforall.”
“Intheend,you'remeasurednotbyhowmuchyouundertakebutbywhatyoufinallyaccomplish.”
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 25
And politics certainly haven’t changed
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Credibility
Trust
Expertise
Dynamism
+
+
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Tell me a story, pleeeeeeeeze
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Tell me less about how it came to be and more what it means to me.
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Feelings alter attitudes & behaviors• Pleasure – Pain• Hope – Fear• Acceptance – Rejection• Pride – Shame
Andithappensoneindividualatatime...
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Humans haven’t changed
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Communication during and after a crisis is not about pulling strings behind the scenes to “spin” the
public and media.
It’s about responding effectively to preserve and strengthen your credibility,
reputation and ability to operate successfully
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 32
The Four R’s
• React• Respond• Recover• Rebuild
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Appeal to basic human instincts• What happened?• Are my family and I safe?• Is this good or bad for me and
my family? My friends?• Is this good or bad for the
environment?• Who is responsible?• Who should be rewarded or
punished?• How and when are things
going to be fixed?• What is the right thing to do?
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Top 10 ways to trash a reputation10. Wait till the last minute: Why prepare now if it might never
happen at all?9. Ignore your employees or members: It’ll just distract ‘em.8. Ignore the media: Heck, they’ll just twist the truth anyway.7. Play by your rules and timetable: Why give a hoot about
what anyone else wants?6. Never accept responsibility or apologize: My lawyer knows
best! 6b. Don’t engage in social channels: It’s just too risky.
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Top 10 ways to trash a reputation
5. Ignore emotions: feelings are for wimps – Facts Rule!4. Cooperate only when you have to: Keep your head
down and your mouth shut. 3. Provide only the bare minimum: why invite confusion
with details?2. Dazzle ‘em with jargon: if a little is good, then a lot is
even better!1. Ignore it and it will go away…
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A couple of closing thoughts…
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It’s hard work
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Excellence takes time
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Sometimes there’s a bumper crop…
…and sometimes there’s not
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Sometimes the gods are with you, and sometimes they’re crazy (or just plain mean)
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You can call me now, or you can call me later
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 43
(and may the Forge be with you)
Ray J. Hornak, APRrhornak@forgecommunications.com
Roger M. Friedensen, APRroger@forgecommunications.com
@RogerFriedensen@ForgeComm
Thank you!
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