crisis communications, nh aba
DESCRIPTION
Crisis Management seminar May 23, 2013 as presented by Dan Ronan, ABA and Peter Knudson, NTSB.TRANSCRIPT
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Messaging in a Crisis
• Presentation and Q&A
– Dan Ronan, ABA
– Peter Knudson, NTSB
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De-Mystifying the Media
• We start by telling the truth
– You may be at fault, but lying or covering it up makes it worse.
– After an incident, investigators and the media will find out damaging information, if there is any.
– Whatever you say to a reporter will be checked and rechecked. Get it right the first time.
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De-Mystifying the Media
Доверяй, нопроверяй = Trust But Verify
http://www.youtube.com/watch?v=As6y5eI01XE
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De-Mystifying the Media
• What is your company’s safety record and how did this happen?
• “...Our company believes in safety. It’s part of our culture. We are rated “Satisfactory,” the highest government score possible by the U.S. Department of Transportation. And we’re a level one, Dept. of Defense approved carrier.”
• “…We don’t know the cause of the accident, it is very early on. We are cooperating fully with the investigators (NTSB, State Police, Etc.)
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De-Mystifying the Media
• Remember We Have All the Answers to the Questions – You should be able to answer 95% of the questions
you’ll get.
– What is your company doing to help the victims?
– “...We’ve sent a team to the scene to collect our customer’s personal items, luggage, etc. We’ve contacted a local company to bring the uninjured to a hotel so we can help them. We have another team going to the hospital and our V.P. for safety is on the way to talk with investigators. “
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What We All Learned in Kindergarten
• ALWAYS tell the truth
• It’s ok to express regret
• Be nice even when others aren’t nice to you
• Remember who you are talking to
• Haste makes waste
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Bridge to Your Message
• Your policies are your message
• Quality insurance
• Recurrent training
• Fatigue policies
• Code of conduct
• Operational policies
• Maintenance procedures
• Alcohol policy
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Bridge to Your Message
• It’s OK to express empathy and concern.
• It is not an admission of guilt
• In a crisis, people and businesses that express empathy, understanding and tell the truth do much better than those that “stonewall” it
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Bridge to Your Message
• Reports indicate that the driver was at a bar last night. What role do you think alcohol impairment played?
• What’s the bridge?
• How would you
handle that question?
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Bridge to Your Message
• “Our company has a strict policy concerning alcohol use. Drivers may not consume any alcohol _____ hours before beginning a trip.”
• “Our company has a comprehensive drug and alcohol policy mandated by the US DOT and we follow the regulations.”
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Bridge to Your Message
• There are reports the brakes on the bus failed and some passengers said you could feel heat from the wheels. What is your company’s maintenance policy?
• What’s your bridge?
• How do you handle that
question?
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Delivering Your Message
• React like a human
• Be sincere
• Address the challenge / bridge to the positive
• Don’t let perfect get in the way of good
• Honest, sincere and humble is your goal
• Perfection takes too much time in an arena where you are already behind
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Avoidance Doesn’t Work
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Media Avoidance
• That picture says we don’t want you to know who we are
• It’s outdated, old PR thinking
• We want the accident to go away
• We’re hiding something
• “No comment !”
• Leave us alone
• We’re not accountable
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Media Avoidance
• Your company’s good name and reputation are on the line
• Protect it
• Avoiding the media, hiding or “no comment” no longer works in a 24/7 internet based world
• Your customers and business partners expect you to acknowledge the accident and explain what you’re doing to help passengers, families, etc.
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Media Avoidance
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Written Statements Work
ABA DRAFT STATEMENT IN THE EVENT OF AN ACCIDENT
On _______ a motorcoach owned and operated by ________, carrying ________ from ___________was involved in an accident on the_______________ near ______________.The accident occurred at approximately _________ AM/PM.
___________is cooperating fully with police, officials from ________and others to assist the _______________ on the motorcoach to make sure they receive medical attention, their personal items are collected and those that need transportation back to ____ will receive it immediately.
__________ _______wishes to express its sorrow and sympathy to those impacted by this accident. __________places the safe transportation of all of our passengers at the highest level. With more than ________ years in operation, we strive to make a trip on one of our coaches a great experience.
_________ has a Satisfactory rating, the highest, from the Federal Motor Carrier Safety Administration. We are also a Department of Defense Level One rated carrier, authorized to transport military personal and we are TSX rated. These lines would be added if it’s the case about DOD-1 and TSX. ___________ transportation is a member in good standing of the American Bus Association.
Please contact Dan Ronan at the American Bus Association in Washington at 202-218-7220 or 469-583-7070, [email protected] if you have additional questions as ABA is handling media inquiries while we assist the passengers.
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Reputation Management
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Reputation Management
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Reputation Management
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Reputation Management
• Our Industry is Under Scrutiny 24/7 and ABA is leading the way to push for a safer industry http://usnews.nbcnews.com/_news/2013/04/11/17705428-at-least-2-killed-36-hurt-when-bus-flips-outside-dallas-on-way-to-casino?lite
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Call Us, We’re Here to Help
• Dan RonanSenior Director of Communications, Media and MarketingABA/Washington D.C.202-218-7220 office469-583-7070 [email protected]
• Peter KnudsonPublic Affairs OfficerNTSB/Washington [email protected]
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THANK YOU C&J LINES