The art of cleaning up a messCrisis CommunicationsBrian McDaniel

Brian McDanielBeen there, done that, and wrote the copy too.Communications ConsultantMarketing & Brand DevelopmentExternal & Internal CommunicationsMedia RelationsPress Point-of-ContactTelevision ProducerNBC Universal TelevisionTribune CompanyRaycom MediaStrategic CommunicationsRisk PlanningExecutive CoachingBrian McDaniel

Brian McDanielBeen there, done that, and wrote the copy too.Contact Informationwww.BrianMcDaniel.orgwww.Twitter.com/BrianMcDanielwww.LinkedIn.com/In/BrianMcDanielEmail: Brian.McDaniel@Comcast.netBrian McDaniel

Brian McDanielBeen there, done that, and wrote the copy too.Brian McDaniel“Sweet Home”WVTM-TV1998

Are All Reporters Evil?Brian McDanielElectronic Journalism 101

Are All Reporters Evil?Brian McDanielWhat does a reporter do?Create a product that will fill a space (print) or a time (TV) assigned to them each day.They have little preparation time for the task.Most feel under appreciated and under paid.

Are All Reporters Evil?Brian McDanielWhat does a reporter do?Most reporters do not understand complex subject matters such as bioterrorism or public health.They generally don’t have an agenda.They view your story as a means to an end.

Three Types of CommentsBrian McDanielOff The RecordMay not use information unless he obtains it from another sourceBackgroundMay use information but can not attribute the sourceOn the RecordMay directly quote you

Something to RememberBrian McDanielAny conversation you have with a reporter is “on the record” unless you both agree that it is not.If you do not want to be quoted as a source in a story, tell the reporter in advance of making any comment.Everything else is fair game.

Law of the Bright Shiny ObjectAn assignment editor will place the most attention on the story that requires the least amount of work.Especially if the story involves sex, kids, or personal tragedy.- Princess Diana- O.J. Simpson- Drew Peterson- JonBenet RamseyBrian McDaniel

什么是危机沟通?Was istKrisenkommunikation?بحران ارتباطات چیست؟Mi a kríziskommunikáció?ÇfarëështëkomunikimiiKrizëssë?What is Crisis Communication?Brian McDaniel

Crisis Communication is…Brian McDanielThe effort by experts to provide information to allow an individual, stakeholder, or entire community to make the best possible decisions about their well-being within nearly impossible time constraints and to help people accept the imperfect nature of choices during a crisis. (Centers for Disease Control)A subset of Public RelationsShared with Business Continuity development

Don’t let the Marketing team do it even if it looks like a marketing planHow to Build a Crisis Communication PlanBrian McDaniel

Situation AnalysisCustomerUltimate End-User of the Communication PlanCollaboratorAn individual or group with a vested interestAlso called “Stakeholders”CompetitionExternal factors relevant to your key business competitorsClimateMacro-environmental trendsBrian McDaniel

Key MessagesOpen the door to direct communication with your audienceBridge what your audience knows with where you are trying to lead themThey are…Short, Concise, ActivePositive, CredibleBrian McDaniel

Simple Method: Talking PointsA short set of ideasMore fluid than formalRarely find their way into larger Crisis Communication PlansAd hocShort TermBrian McDaniel

What is a Message Map?Brian McDanielTool for achieving message clarity and conciseness during the first hour of a crisis.Roadmaps for displaying detailed, hierarchically organized responses to anticipated issues, questions, or concerns

Message Maps Have 3 GoalsBrian McDanielTo organize information in an easily understood and accessible framework.To express the current organizational viewpoint on important issues, questions, concerns.To promote open dialogue both inside and outside the organization.

Created in Advance of NeedBrian McDanielDevelop 3 Key MessagesDeliverable in 9 SecondsUsing 25 words for the entire message setWritten so the target audience will understandLanguage of a Sixth to Eight Grade Level

Message Map TemplateBrian McDaniel

StakeholdersAny group without whose support the organization would cease to existOver the years, it has come to include anyone with an interest in a matterInternal StakeholdersExternal StakeholdersEqual but DifferentBrian McDaniel

Planning and ImplementationCommunication ChannelsRadio, TelevisionInternet, IntranetMemo, EmailNewspaperWebsiteBlogSocial MediaBrian McDaniel

EvaluationGame ScenariosMock Press ConferenceTesting a Telephone TreeStakeholder-to-Stakeholder TestEstablish BenchmarksDid the plan do what we expected it to do?What worked?Unexpected Benefit/Problem?Brian McDaniel

ExampleBrian McDaniel

UCLA Medical Center Press ConferenceBrian McDaniel