the administrative guide to crisis communication management slides
DESCRIPTION
Presented to Superintendents and Principals at the ESC-12 Summer Leadership Conference in Salado, Texas on June 15, 2010.TRANSCRIPT
![Page 1: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/1.jpg)
BRAD DOMITROVICH
TheAdministrative
Guideto Crisis
CommunicationManagement
![Page 2: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/2.jpg)
Objectives:★ Explore the tips and techniques that every
administrator needs to know in order to manage their communication strategies in a crisis situation.
★ An overview of procedures that can make anybody look like a PR pro.
★ Become versed in way to handle the media when there is a whirlwind of attention at your doorstep.
![Page 3: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/3.jpg)
What is a crisis?(courtesy of the American Heritage Dictionary)
★ A crucial or decisive point or situation; a turning point.
★ An unstable condition, as in political, social, or economic affairs, involving an impending abrupt or decisive change.
★ An emotionally stressful event or traumatic change in a person's life.
![Page 4: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/4.jpg)
What is a crisis?(courtesy of those of us in school PR)
• Any event that causes you to stop what you're doing and react.
• Any situation that requires you to reach in your drawer and pull out your emergency operations plan.
• Any situation that involves reaching for aspirin, acetaminophen, or ibuprofen.
![Page 5: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/5.jpg)
Be prepared.
![Page 6: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/6.jpg)
Be prepared.★ Preparation is paramount.
★ Update your crisis plan regularly.
★ Review your crisis communications with key individuals/departments in your district.
★ Make sure everyone knows what to do before, during, and after.
★ Evaluate your plan after a crisis situation.
![Page 7: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/7.jpg)
Be prepared.★ Know all the contact numbers - cell phones, e-
mails.★ Have call systems and e-mail distribution lists set
up for staff, parents, community, and media.★ Always have three positives you want to share
about your district in a crisis situation.★ Have your spokesperson trained. ★ Know the representatives from local fire and
police departments.
![Page 8: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/8.jpg)
Be mobile.
![Page 9: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/9.jpg)
Be mobile.★ Things to be ready to go with:
✴ bottled water, wet wipes, mouth wash, hand sanitizer, “face in a bag”, comfortable shoes, change of shirt or jacket, etc.
★ Always keep in your car:✴ district map, emergency phone numbers,
media contact numbers, extra chargers, wireless internet access, handbooks, etc.
![Page 10: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/10.jpg)
Have one spokesperson.
![Page 11: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/11.jpg)
Have one spokesperson
★ One individual should be designated as the
primary spokesperson to make official
statements and represent “the company”.★ A back-up individual should also be identified
in the event the primary person is unavailable.★ Designate technical experts and advisors to
feed the spokesperson.
![Page 12: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/12.jpg)
Characteristicsof a spokesperson
★Comfortable in front of reporters, media.★Capable to work well with other entities.★Able to establish credibility and project a
sense of confidence and believability.★Ability to redirect responses, identify key
points, and speak without using jargon.
![Page 13: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/13.jpg)
Be honest.
![Page 14: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/14.jpg)
Be honest.
★Don’t be afraid to accept blame – but always have a solution ready.
★Correct problems so they do not happen again.
★Maintain a calm and helpful presence.★Never appear overwhelmed or
flustered.
![Page 15: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/15.jpg)
Apologize if appropriate.
![Page 16: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/16.jpg)
Apologize if appropriate.
★Act quickly.★State what you’re apologizing for.★Accept the blame, don’t pass it.★Ask for forgiveness.★Communicate your corrective
action immediately.
![Page 17: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/17.jpg)
Never say “no comment”.
![Page 18: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/18.jpg)
Never say “no comment”.
★ Try to view the crisis from the eye of the public, do they want to hear you say “no comment”?
★ Ignoring a crisis situation will only make things worse.
★ By providing no comment, you lose your greatest opportunity to control the crisis.
![Page 19: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/19.jpg)
Keep some quotes on file.
![Page 20: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/20.jpg)
Keep some quotes on file.
★ “The safety of our students and staff is always our top priority.”
★ “Because the safety of our students and staff is our top priority, the building was evacuated immediately”.
★ “We chose to err on the side of caution for the safety of our students and staff ”.
![Page 21: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/21.jpg)
Keep some quotes on file.
★ “It is times like this that we are reminded just how precious life can be, and how fragile each of us truly are.”
★ “We are fortunate to have a team of experienced counselors that can provide the much needed comfort to our students and staff.”
![Page 22: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/22.jpg)
Keep some quotes on file.
★ “Once the incident was reported, the District immediately began an investigation”.
★ “Since this is a matter involving personnel, the District is unable to comment at this time”.
★ “Just like any situation that may occur, the District is following the policy established by the Board of Trustees”.
![Page 23: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/23.jpg)
It’s OK to stall the media.
![Page 24: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/24.jpg)
It’s OK to stall the media.
★But always remember to work with their deadlines.
★Take time to gather your thoughts.★Know your facts and anticipate their
questions.★Rehearse your message.★Create your sound bite.
![Page 25: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/25.jpg)
Interviewing Guidelines
★Set the ground rules.★Communicate with your heart.★Your first words create an image.★Listen with your face.★Keep your message simple.★There is no “off the record”.
![Page 26: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/26.jpg)
Bleed for a day, not a week.
![Page 27: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/27.jpg)
Bleed for a day, not a week.★ Running away only makes the situation
worse.★ Never have a press conference addressing
the problem only. ★ Confront the problem and provide a
solution at the same time.★ Don’t lie low hoping that the radar doesn’t
see you.
![Page 28: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/28.jpg)
Questions? Comments!
![Page 29: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/29.jpg)
If you would like a copy of today’s presentation ...
www.SlideShare.net/BradDomitrovich
![Page 30: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/30.jpg)
You never knowwhen 911 is needed.
![Page 31: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/31.jpg)
You never knowwhen 911 is needed.
![Page 32: The Administrative Guide to Crisis Communication Management slides](https://reader034.vdocuments.net/reader034/viewer/2022051411/5480b8085906b5e66c8b459b/html5/thumbnails/32.jpg)
If you would like a copy of today’s presentation ...
www.SlideShare.net/BradDomitrovich