Crisis Communications                        1
Introduction               2
What’s a Crisis?“A crisis is unpredictable but not  unexpected.”                          - Timothy Combs   But what actua...
It’s not always an event.                            4
Historical Types of Crises   Natural disasters        Challenges (boycotts,   Malevolence               strikes, lawsui...
Crisis Communications  Sub-speciality of PR.  Designed to defend.  Designed to protect a reputation.                   ...
OverviewPrecrisis                Crisis         Post - Crisis• Scanning                         • Detecting    • Following...
Proactive vs. Reactive An effective crisis communications plan should: · Define response strategies that can be implemente...
Pre-crisis Planning  Objective - prevent or lessen the negative   outcomes of a crisis and thereby protect   the organiza...
Designing Tools & Systems  Select Crisis Management   Team (CMT)  Select Spokespersons  Develop Crisis   Management Pla...
Selecting the CMT  A cross-functional group who have been   designated to handle ANY crisis  Characteristics of a good C...
Selecting the CMT  Typical roles       Legal       Security/safety       PR       Operations       Top Management (C...
Selecting Spokespersons  Principle - “One voice is more important than   one person”  Role - Manage the accuracy & consi...
Develop CrisisManagement Plan  What is it?    A potential action plan    Used during the crisis    Focuses on “how-to”...
Prepare CrisisCommunication System  Physical setup  Prepare tools    Intranet    Internet    Phones  Prepare team   ...
Managing the Crisis  A. Detecting the crisis  B. Containing the crisis  C. Recovering from the   crisis                ...
Strategic options  Full apology and corrective action - misdeeds  Corrective action  Ingratiation (remind audiences of ...
Strategic optionsDefensive                                              Accommodative  Attack    Denial   Excuse   Justifi...
Managing Post-Crisis  Assessing effectiveness  Examine records  Look at phases of crisis  Determine changes           ...
Learning  New protocols and systems  New training opportunities  New personnel                                20
Questions?  Thank you for the opportunity to present   this lecture today.  Christine@cbcreativeinc.com  www.cbcreative...
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Crisis Communications

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Christine Baker, president of CB Creative developed a presentation for Advanced Journalism students on the topic of crisis

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Crisis Communications

  1. 1. Crisis Communications 1
  2. 2. Introduction 2
  3. 3. What’s a Crisis?“A crisis is unpredictable but not unexpected.” - Timothy Combs But what actually is a crisis? 3
  4. 4. It’s not always an event. 4
  5. 5. Historical Types of Crises   Natural disasters   Challenges (boycotts,   Malevolence strikes, lawsuits, (kidnapping, product government actions) tampering, terrorism etc. )   Megadamage (oil   Technical breakdowns spills, radioactivity)   Human breakdowns   Organ. Misdeeds   Workplace violence   Rumors 5
  6. 6. Crisis Communications  Sub-speciality of PR.  Designed to defend.  Designed to protect a reputation. 6
  7. 7. OverviewPrecrisis Crisis Post - Crisis• Scanning • Detecting • Following -up• Assessing situation • Shaping• Designing Tools & • Containing memoriesSystems• Monitoring • Recovering • Assessing effectiveness Learning 7
  8. 8. Proactive vs. Reactive An effective crisis communications plan should: · Define response strategies that can be implemented when a crisis occurs; · Assign crisis communications resources and responsibilities; · Enable you to reach target audiences with key messages, and · Launch public information and media relations campaigns immediately during a crisis. 8
  9. 9. Pre-crisis Planning  Objective - prevent or lessen the negative outcomes of a crisis and thereby protect the organization, stakeholders, and/or industry from damage   $ loss   reputation loss   identity altered 9
  10. 10. Designing Tools & Systems  Select Crisis Management Team (CMT)  Select Spokespersons  Develop Crisis Management Plan  Prepare Crisis Communication System 10
  11. 11. Selecting the CMT  A cross-functional group who have been designated to handle ANY crisis  Characteristics of a good CMT   Work together (conflict mgt)   Apply the CMP (manage stress)   Listen to others   Make the right decisions   Communicate proactively 11
  12. 12. Selecting the CMT  Typical roles   Legal   Security/safety   PR   Operations   Top Management (CEO)   Victim manager  Make time for training (63% companies do) 12
  13. 13. Selecting Spokespersons  Principle - “One voice is more important than one person”  Role - Manage the accuracy & consistency of the messages coming from the organization  Communication should be guided by the 5 C’s: Concern, clarity, control, confidence, & competence 13
  14. 14. Develop CrisisManagement Plan  What is it?   A potential action plan   Used during the crisis   Focuses on “how-to”  What it is not?   Overly detailed   Rigid 14
  15. 15. Prepare CrisisCommunication System  Physical setup  Prepare tools   Intranet   Internet   Phones  Prepare team 15
  16. 16. Managing the Crisis  A. Detecting the crisis  B. Containing the crisis  C. Recovering from the crisis 16
  17. 17. Strategic options  Full apology and corrective action - misdeeds  Corrective action  Ingratiation (remind audiences of the org. past good deeds)  Justification - minimize or no serious problems  Excuse - “no control”, “no bad intentions”  Denial - no crisis exists  Attack the accuser - confront, threaten, lawsuit 17
  18. 18. Strategic optionsDefensive Accommodative Attack Denial Excuse Justification Ingratiation Corrective Full Accuser Action Apology Weak Crisis Strong Crisis Responsibility Responsibility Rumors Natural Disasters Malevolence Accidents Misdeeds 18
  19. 19. Managing Post-Crisis  Assessing effectiveness  Examine records  Look at phases of crisis  Determine changes 19
  20. 20. Learning  New protocols and systems  New training opportunities  New personnel 20
  21. 21. Questions?  Thank you for the opportunity to present this lecture today.  Christine@cbcreativeinc.com  www.cbcreativeinc.com 21

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