what's a crisis and why should i care?

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


Day Two


“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


What do we mean by “crisis”?


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


And once it starts…


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


But it can happen, and it will happen.

It’s not a question of if, it’s a matter of when…


Not every crisis is like this

(though it may feel like it)


Novozymes, Franklinton, N.C. | February 2006


Greensboro, N.C.June 13, 2010


The first rule

You can’t manage a crisis, but you can – and you must –

manage your reaction.


Quite simply, this changed – and is still changing – everything.


And this is all happening at once in real time.


Some things have changed,but most things haven’t


Business hasn’t changed

“Benefitsshouldbeconferredgradually;andinthatwaytheywilltastebetter.”

“Itisbettertobefearedthanloved,ifyoucannotbeboth.”

“Awiseruleroughtnevertokeepfaithwhenbydoingsoitwouldbeagainsthisinterests.”

“Politicshavenorelationtomorals.”

“Thenewrulermustdeterminealltheinjuriesthathewillneedtoinflict.Hemustinflictthemonceandforall.”

“Intheend,you'remeasurednotbyhowmuchyouundertakebutbywhatyoufinallyaccomplish.”


And politics certainly haven’t changed


Credibility

Trust

Expertise

Dynamism

+

+


Tell me a story, pleeeeeeeeze


Tell me less about how it came to be and more what it means to me.


Feelings alter attitudes & behaviors• Pleasure – Pain• Hope – Fear• Acceptance – Rejection• Pride – Shame

Andithappensoneindividualatatime...


Humans haven’t changed


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


The Four R’s

• React• Respond• Recover• Rebuild


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?


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.


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…


A couple of closing thoughts…


It’s hard work


Excellence takes time


Sometimes there’s a bumper crop…

…and sometimes there’s not


Sometimes the gods are with you, and sometimes they’re crazy (or just plain mean)


You can call me now, or you can call me later


(and may the Forge be with you)

Ray J. Hornak, [email protected]

Roger M. Friedensen, [email protected]

@RogerFriedensen@ForgeComm

Thank you!