Crisis Communications

June 3, 2014

Moderator: Ashby Heath, PR Consultant

Crisis Communications

A crisis is a sudden explosive event with major consequences.

How you handle a crisis can:rally support, calm a nervous public, and provide needed information OR undermine public trust, incite high tensions and spread misinformation.

Crisis Communications

Be prepared!

From the moment a crisis strikes, the clock is ticking. In today’s digital age, news is

instantaneous and the media will not wait for you to get organized to put out a news story.

Crisis Communications

Crisis Communications Planning

I. Infrastructure

II. Messaging

III.Practice

IV.Distribution

V. Follow-up

I. Infrastructure

Step 1.Determine a spokesperson

Identify one individual that is knowledgeable, articulate and accessible, to represent your organization and make official statements and answer media questions throughout the crisis. The right messenger is critical.

I. Infrastructure

Step 2.Create an Emergency Phone Tree

• Include procedures and contact information needed for coordinating with important partners. Ex. other water utilities, health agencies, emergency responders, law enforcement, elected officials, and state and federal government agencies, as appropriate.

I. Infrastructure

Step 3. Identify preferred communications channels.

• You know the best way to reach your stakeholders. Determine the most effective outlets/mechanisms for disseminating information quickly. Ex. telephone hotlines, radio announcements, news conferences, Web site updates, broadcast, print and/or social media.

I. Infrastructure

Step 4: Create a social media presence

• Social media has changed the way the public is informed. Don’t wait to create a social media presence until a crisis hits.

I. Infrastructure

Step 5: Media Lists

• Create lists of reporters that cover your industry/geographical region, and update periodically, so you know who to contact immediately.

II. Messaging

• Identify your organization’s stakeholders and their possible questions.

• Think about the questions you are most likely to be asked, and which ones you do not want to answer.

• Analyze the questions to identify the underlying concerns.

II. Messaging

• Develop three key messages and no more than three supporting facts.

III. Practice

• Practice effective message delivery before a crisis occurs.

• Utilize the bridging technique to get back to your message points.

III. Practice

Think about your tone.

Do NOT speculate or say, “No Comment.”

And remember….perception is reality.

https://www.youtube.com/watch?v=EIA_sL4cSlo

IV. Distribution

Step 1: Consider Best Approach for Comment Distribution

• Low Urgency – newsletter (also good as follow up)

• Higher Urgency – press release, one-on-one interviews

• Highest Urgency – press conference

IV. Distribution

Step 2:

• Press releases should reflect the organization’s overall messages, leadership role, and resource status.

• They should attempt to reinforce the positive and be action/solution oriented if possible.

• Include quote, contact information and boilerplate.

V. Follow-up

Evaluate Your Response

• Evaluate message effectiveness as the situation progresses.

• Implement methods for updating key audiences with ongoing information.

• Distribute post-crisis communications.

• Review your crisis communications plan annually.

Crisis Communications

Final Media Relations Tips

• Do not repeat the negative

• Do not fill dead air

• Know when to say when

https://www.youtube.com/watch?v=sHRFhsZgY10

Crisis Communications

Thank you!