today we are going to… discuss the difference between a crisis and an emergency explain the...

Today We Are Going to…

• Discuss the difference between a crisis and an emergency

• Explain the MOT’s crisis communications philosophy

• Look at how the media landscape has changed

• Dissect how stories travel and how consumers now campaign for action

• Teach practical steps for dealing with a crisis

• Apply this information to case studies

A Moment of Clarity

• Crisis (kri’sis) n. pl. -ses (-sez’) 1. A. A crucial or decisive point or situation; turning point. B. An unstable condition in political, international, or economic affairs in which an abrupt or decisive change is impending.

It takes 20 years to build a reputation and five minutes to ruin it. If you stop and think about that you’ll do things differently.

Warren Buffet

“ “

The Ultimate “Spokesperson”

The Bahamas Ministry of Tourism is the most visible government department and is asked to speak on behalf of the entire country whether the issue is a shark bite, malaria, rape, incidents with gay and lesbian visitors, drive-by shootings, visitor arrests, Legionnaire’s disease, alleged Avian Flu, riot on Bimini, coastal development, jet ski accidents, water sports legislation, general crime, murder ….

In reality, the MOT must protect the reputation of the destination even though it is often not the appropriate spokesperson for the issue.

Goals

1. To prevent a bad situation from getting worse

2. To protect residents

3. To protect visitors

4. To minimize economic impact

5. To protect the integrity of the brand

The Islands Of The Bahamas CrisisCommunication Philosophy

• In a crisis, destination/industry partners are at risk

• Protecting guests, residents and associates is paramount

• Full disclosure is the most important principle

• Timely and accurate response to the media is key

• Remember, if you don’t tell your story, the media will produce its own version – which may be inaccurate

Philosophy

• If you don’t comment, the media will seek information from other, possibly hostile, sources, or non-traditional sources, like blogs (Internet gossip and banter)

• Silence sparks rumors, implies guilt

• Information is the key to control of the situation

• You must uphold the law and cooperate with local, national and international authorities

• We must also provide full and timely disclosure of facts that the community has a right to know

A Reality Check

• The truth is out there

• You must work with the media

• Short term revenue loss is no match for long term loyalty (just look at Tylenol)

• Nothing is off the record

• Companies media train their executives, but it is the person on the front line who is often targeted by news outlets

Proactive vs. Reactive

Containing a Story v. Creating a Story

• In times of crisis, there are proactive approaches or reactive approaches

• A proactive approach is when the spokesperson takes action on his/her own to address a situation before it hits the news

• A reactive response is, literally, reacting to media and public queries

• It is important NOT to be proactive and thus CREATE news when it is not warranted. A proactive approach should only be taken when large-scale implications are at stake

• In a 24/7 news cycle, you do not want to create “content”

If Thomas Edison invented electric light today, Dan Rather would report it on the CBS Evening News as, “Candle-making industry threatened”.

“ “Newt Gingrich

The New News

• Remember the turn-of-the century caveat about how cable had revolutionized the news cycle by turning it into a 24-hour a day beast that demanded to be fed? Quaint.

• The evening news, the morning paper, its companion web site have been profoundly influenced by emerging media

• 80 percent of traditional journalists surf the web looking for story ideas -- this includes blogs

• Television doesn’t just offer a tip line, they encourage viewers to upload their own footage of “news”

• The first report and photo from the recent crash of US Airways flight 1549 moved on Twitter not AP

The New Newsman…or Newsperson

• May never have gone to journalism school

• May never have to vet a story or verify sources

• May never have even read the New York Times

• May syndicate his own commentary via his Facebook page with video hosted on YouTube

• He is the citizen journalist … and he has the attentionof traditional media

The New Media

Traditional media is now incorporating tools like Twitter, Facebook and YouTube to cover events.

CNN anchors are participating in social media forums, tracking comments and addressing them in their broadcasts. Twitter comments crawl across the bottom of the screen. On the scene “reporting” now includes the voice of the public.

Some Things Stay the Same

There are a few things about that 24-hour news cycle that are still the same

• Cable news still must be fed

• Newspapers still cover crises -- they just soundmore like Gawker doing it

• Tabloid journalism is alive and well

• It is still an extremely efficient way of communicating a story to the broadest possible audience

Bad news travels fast.English Proverb

No Such Thing as a Local Story

What happens on the high seas doesn’t stay on the high seas

Queen Mary 2 encounters

propeller problem; cancels

three port calls

Passengers stream to Internet café to inform media; campaign via cellphone

Times of London publishes: “Mutiny on the Queen Mary 2” while ship is still at sea

Protesting passengers

negotiate with captain

Cunard ends impasse

by offering full refunds

The 21st Century Newsflash

• Half the gadgets in the modern traveler’s carry-on -- or just an iPhone -- have transformed them into potential on-the-scene reporters

• They can do everything from calling customer service to blogging their complaint, to tweeting to the cyber-mob to “iReporting” directly to CNN -- potentially all from the same device

SXSW: Zuckerberg Keynote Descends into Chaos as Audience Takes Over

-Wired.com

When written in Chinese the word crisis is composed of two characters -- one represents danger, the other represents opportunity.

“ “John F. Kennedy

Basic Steps for Every “Crisis”

1. Identify the crisis

2. Get the facts

3. Notify key people

4. Notify crucial publics

5. Assign a media spokesperson

6. Respond to the media and be accessible

(a) Take control of story

(b) Craft the statement

(c) Deliver the statement

Practical Steps for Every Crisis

No man is an island, even if you live on one

• Immediately notify Nassau office

• Log and forward all media queries to Nassau to be addressed by designated spokesperson

• Communicate as appropriate with local stakeholders

• Assist them with effectively executing their own crisis plan; ensure that ALL front line employees understand what to do and what not to say

Why is This Critical?

Crisis Guidelines: Management

• Prioritize

• Control and centralize communications

• Gather facts and information

• Log all media queries and forward to Nassau

• Work with all authorities, associations

• Take responsibility

• Make crisis counseling available, if needed

• Resume normal operating as quickly as possible

Crisis Guidelines: Communiqués

• Dedicated spokesperson

• Releases/statements

• Media alerts

• Phone, TV, radio, print interviews

• Satellite media conference

• E-mail/web page/blogs

• Dedicated phone lines

• News research in “real time”

Crisis Management To Dos

Nassau

Gather facts

Notify crisis team

Monitor media and assess need for statement

Notify key partners

Assign spokesperson

Take control of story

MOT Field Offices

Gather facts

Notify Nassau

Coordinate with local authorities to contain situation

Work with local partners, if needed, to minimize

speculation

Log and forward media queries

What to Do: Malaria, etc.

Nassau

Confirm facts

Activate crisis team

Confer with Ministry of Health, Dept. of Environment

Monitor for coverage

Assess need for internal/external statements

MOT Field Offices

Gather facts

Confer with local clinics, RBPF, etc. for updates

Regular updates to Nassau

Work to control local speculation and spread of rumors by working

with local stakeholders

Brief hotel GMs on situation, encourage hotels to

communicate appropriately with staff

What to Do: Malaria, etc.

Nassau

Designate spokesperson

Provide internal statement with key points

External media outreach as limited as possible

Inaccurate reports addressed tactically to limit spread of story

MOT Field Offices

Log and forward media requests

Reference internal talking points in managing local

stakeholders

Anatomy of an “Attack” on the MOT

TIME magazine article unites

traditional and non-traditional media in

consumer campaign aimed at MOT

Marcus Groh Austrian Lawyer bitten by shark in Bahaminan waters

Sun-Sentinel, Miami Herald, local TV

Associated PressAirlifted to Florida

Dies in hospital

Dive blogs

Should shark dives be banned in The

Bahamas?

Shark dives should remain legal, really

support for dive operator

MOT receives repeated requests for comment on

myriad issues

MOT receives hundreds of emails from

consumers


Overview

• 1st fatality of its kind in The Bahamas

• Dive operator well known to media, photography and diving community

• Austrian diver, Florida business, Bahamian water

Media

• Story spread internationally within hours

• Coverage on Associated Press, Reuters, Florida print and television, CNN, Larry King Live, Today Show, MSNBC

• Video (think of the file footage) on major outlet web sites


Key issues

• MOT immediately asked for comment on the specific incident and broader issue of shark feeding dives

Strategy

• MOT delayed comment as long as possible as Ports Dept. and Marine Resources are the agencies with oversight for this issue

• BDA/Neal Watson commented early and then ceased giving interviews


STATEMENT ON SHARK BITE IN THE BAHAMAS

FROM THE BAHAMAS MINISTRY OF TOURISM

NASSAU, The Bahamas, Feb. 28, 2008 – The Bahamas Ministry of Tourism extends condolences to the family and friends of Markus Groh. Mr. Groh, a 49 year old Austrian, succumbed to injuries he sustained Feb. 24 while participating in an interactive shark dive off the commercial diving boat the Shear Water.

The Shear Water is operated by Scuba Adventures from Riviera Beach, Florida and is registered with the Port Department of The Bahamas to offer live aboard dive excursions within Bahamian waters. Shark feeding excursions are legal in The Bahamas, but the Ministry of Tourism does not establish the laws regulating the maritime industry or marine resources.

As is routine for a maritime incident, the Port Department and the Royal Bahamas Police Force will conduct an investigation to determine the facts.

The Bahamas Ministry of Tourism is unable to comment further while the appropriate authorities are making their investigations.


Sign Petition to Support Shark Diving in the Bahamas

By Siobhan Morrissey

Monday, Mar. 03, 2008 No one goes on an adventure tour with the thought that he won't make it back alive. The whole point is to push the envelope and live to tell the tale. It's unclear what Markus Groh thought when he signed up for a late February dive that could put him face-to-face with killer sharks spanning 18 feet in length ﾑ without a cage to separate him from the man-eaters. He surely didn't expect to end up dead. But the 49-year-old attorney from Austria, died on Feb. 24 after being bitten in the leg while swimming with the sharks in the Bahamas.

When Adventure Tourism Kills


• This is still an active issue

• There are still interested parties waiting for some pronouncement on whether shark feeding/diving will remain legal

• Your e-mail addresses are still on the Internet, you may get inquiries for some time

• What does that mean in practical terms?

• If you answer a casual e-mail query, “There is no word yet on whether shark diving will remain legal in The Bahamas.” You have just provided material for a new blog post; you have just become the Bahamian authority in “Bahamian authorities have said there is no decision yet……”

Crisis Guidelines: Spokespeople

• Always be truthful

• If you do not know the answer to a question, say so, and promise to get back with the information as soon as possible

• Be well prepared

• Assume everything is ON THE RECORD

• Log everything

• Repeat key themes and messages throughout the interview

• Think of journalists as intermediaries, not your audience

• Do not let reporters put words in your mouth

• You do not have to answer every question

Crisis Guidelines: Spokespeople

• Respect deadlines, but do not be driven by them

• Stay within your area of knowledge and authority

• Politely correct false assumptions or erroneous facts

• Offer “third-party” sources

• Avoid hypothetical questions

• Do not engage in speculation

• Do not make personal comments

• Stop, think and correct your answer or statement

Dedication to a Single Spokesperson

An accident happens involving boating or fishing or diving. You immediately receive a call from a reporter you are familiar with from sports shows, why refer them to Nassau when you know them?

• You may not have the latest information

• You may not have the current approved statement

• You may well compromise your future relationship with the reporter who will expect you to speak “on background” or comment beyond the scope of your authority which YOU CANNOT

• Use protocol to protect yourself

Ministry of Education Crisis Outline

The Ministry should establish an action plan for addressing crises that ensures centralized communication from spokespeople appropriate to the situation.

• Notify authorities: health, fire, police, etc.

• Identify key stakeholder groups: parents, administrators, neighbors

• Designate spokesperson and local points of contact

• Outline chain of command

• Establish media policy

Media Policy

It is critical to determine in each case who can most accurately and appropriately respond to issues. It is easy to overstep when speaking to the media – they count on it.

• Ministry of Education can only comment within the scope of its authority and must collaborate with health, fire, police and labor officials as necessary

• Do not speculate, for example, on the cause of a disease outbreak. Stick to confirmed facts and defer to the expertise of the Ministry of Health

What to Do: Disease Outbreak

• Notify health authorities; confirm spokespeople

• Gather and confirm facts

• Inform parents

• Activate crisis team and plan to evaluate risk, contain exposure and safeguard children

Goal: Stabilize situation and assure key stakeholders that all efforts are being made to treat affected children, prevent further outbreak, maintain safety of the surrounding community and ensure a safe return to the classroom.

What to Do: Roof Collapse

• Notify rescue, building, health authorities; confirm spokespeople


• Inform parents

• Activate crisis team and plan to coordinate rescue/treatment efforts and secure location

Goal: Stabilize situation and assure key stakeholders that proper medical response is underway, all possible measures taken to prevent further collapse, danger contained.

What to Do: Crime on Campus

• Notify police (possibly medical) authorities; confirm spokespeople


• Inform parents; advise local community as necessary

• Activate crisis team and plan to coordinate investigation and secure location

Goal: Stabilize situation and assure key stakeholders that threat to community has been contained, investigation underway, any necessary emergency response executed appropriately.

What to Do: Strike by Teachers

• Consult with labor authorities; confirm spokespeople


• Inform parents; advise local community as necessary

• Activate crisis team and plan to provide timely status updates

Goal: Stabilize situation and assure key stakeholders that Ministry of Education is working to resolve issues and the public will be kept informed.

More often a crisis is limited to one island, it’s an isolated incident, it is unanticipated, you must react quickly, but prudently…and then there is the crisis drill we know best of all….

The Islands Of The Bahamas and Hurricanes

Overview

– Hurricanes are a predictable threat for which the Ministry of Tourism has a practiced approach, before during and after storm

Ministry of Tourism procedure

– MOT and task force monitor developments throughout islands

– Communicate at appropriate intervals to gather information and determine strategy

– Distribute internal alerts and media alerts regarding tourism infrastructure as appropriate

– Secure interview opportunities with Weather Conference alumni, travel editors, etc. so that destination can speak for itself

What MOT offices can help hotels do

• Update BHA or MOT on preparation, occupancy status, storm damage/impact

• Designate a spokesperson and unified script to field inquiries specific to property

• Do not comment on storm impact on the destination as a whole or broader tourism interests

• Refer broad or general inquiries to the MOT for response


Key messages to remember:

• The Islands Of The Bahamas takes hurricanes seriously and strives to protect residents and visitors

• With 100,000 square miles of ocean, a hurricane within The Bahamas’ territorial waters, rarely disrupts the experience of a majority of visitors

• The Islands Of The Bahamas have strong building codes and techniques

• Hotels have well rehearsed preparedness plans should a hurricane threaten


Case Study:

Aruba – Natalee Holloway Disappearance

Overview

– Disappearance of young, attractive woman at end of high school graduation trip

– High-profile U.S. coverage; grass roots activities; boycotts

Key Factors

– Conflicted Dutch/Aruban actions at onset set tone for coverage

– Aruban authorities lost credibility early on and then lost control of story

– Media coverage driven by sustained, grassroots campaign

– Negative consensus in journalist community re: “cover-up”

Lessons Learned

– Maintaining credibility is key to successful crisis management

– Utilize key resources (e.g. FBI, Amber Alert) that resonate with key audiences

Case Study:Bimini – Alice Town Murder

Overview

– Gruesome murder of young Austrian couple

– Limited and short lived U.S. and international media coverage

Key Factors

– Communications by government officials focused on process and showcased empathy

– Media perceived communications regarding the investigation as transparent

– Successful investigation generated positive perceptions of local authorities

– Swift resolution helped to contain crisis and limited duration of story

Lesson Learned

– Consistent and transparent communications key to managing media during crises

Case Study:Paradise Island – Paul Gallagher/Boat Accident

Overview

– British child killed by speedboat driven by unlicensed operator

Key Factors

– Media perception of inadequate governmental response provided platform for continuous U.K. media scrutiny and coverage

– Disagreements between local authorities and British investigators amplified media attention

– Negative perception of Bahamian authorities due to “delayed” enforcement of safety standards and regulations

– Media perceived slow response as evidence of apparent “cover-up”

Lesson Learned

– Important to take rapid & appropriate action – at onset of crisis – and demonstrate fundamental commitment to addressing the underlying issue

Case Study:

Malaria Outbreak on Exuma

Overview

– U.S. citizen diagnosed with malaria after visit to Great Exuma

Key Factors

– Inaccurate AP Nassau stringer filing spread localized story

– Bahamas officials focused on aggressive effort to test, treat and contain outbreak

– Bahamas pronouncement put facts on record and stressed geographic limitation of CDC travel advisory

Lessons Learned

– Concentration on correcting inaccurate reporting through follow up with specific outlets and reference to one public release from MOT helped minimize threat to economy, particularly outside of Exuma

Case Study:

The New York Times and The Blog

Overview

– New York Times writes story on NY subways, does side bar on Bahamas ad campaign based on one person in a “blog”

– One person now a source of news in credible paper that reaches 1.4 million people

Key Factors

– Personal opinion drives story, provides source

– Bahamas story not told, nor that approvals by subway were approved

– Bahamas seen as trying to “pull a fast one” on BY subway system

Lessons Learned

– Trace source, correct information, and in this case….

– Issue broad release that Bahamas is culturally sensitive, but ads were also being stolen from subways….turn into positive with free ad campaign for the New Yorkers who love the ads.

Case Study:Royal Caribbean and the Missing Honeymooner

Overview

- Groom of young newlyweds missing on ship, blood on life boat…obvious that he went overboard

Key Factors

– Media covers the grieving widow, FBI investigation hampers cruise line from releasing information

– Multitude of authorities lead to confusion, media plays up jurisdiction issues

– Royal Caribbean perceived as slow to respond, as if covering up incident or being indifferent

Lessons Learned

– Important to get your side of story out fast with credible spokespeople (CEO, Captain) and give dates, times and proof of actions

– Media sees these stories as content/programming…the truth or resolution is irrelevant

Key Objectives

• Move the story off the front page

• Balance the story with the truth

• Be credible and responsible at all times

• Companies, products and brands take years, decades, centuries to build their credibility and loyalty….as well as millions of dollars….all it takes is one poorly handled crisis to bring it all down—instantly

Quick Action List

Do NOT comment, speculate orassume anything

Immediately take action by calling the MOT

Remember: Nothing is “off the record”

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Appendix

Quick Reference Crisis Checklists

Crisis Checklist

• The Crisis Itself

• What happened?

• How was the crisis discovered?

• Who sounded the alarm?

• Who was responsible (if known)?

• Has this ever happened before?

Crisis Checklist

• Casualties

• Number of injured, sick, dead

• Extent of injuries or illness

• Care administered, by whom

• Number of people affected

Crisis Checklist

Property/Environment

• Description of damage

• Estimated dollar value lost

• Estimated clean-up cost

• Additional property/environment threats

• Estimate till open/back to normal

Crisis Checklist

Relief/Investigation

• What organizations are involved?

• Who’s in charge?

• Special equipment in use?

• Obstacles to resolution?

• Precautions being taken?

• Heroes and goats, contact info

Crisis Checklist

Related Issues

• Airports operating?

• Ports, hotel, restaurant open?

• Power, phones?

• Spectators, attitudes, crowd control?

• Media on scene?

Crisis Checklist

Legal and Financial Implications

• Inquests, coroner’s reports

• Police reports, international agencies

• Regulatory reports, inspections

• Insurance claims

Crisis Checklist

Safety Issues

• What is being done to protect visitors, residents?

• What are the chances of this happening again?

• Is the site safe (per the experts)?

today we are going to… discuss the difference between a crisis and an emergency explain the...

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