FAILING TO PLAN IS…
Crisis communications team
Briefs held by Senior Media Officers
Regular updates to stakeholders
Disaster recovery plan
WHEN THE S*** HITS THE FAN…
Get key staff in a room
Tailor to the audience
Prepare Q and As
Expect the unexpected
REVIEWING THE SITUATION…
THE DAILY UPDATE
1. Journalist calls
2. Social media responses
3. Emails received
4. Postal communications
5. Impact on fundraising
6. Learn and adapt
7. Second guess senior management
8. Trust your instinct
9. Evaluate and summarise
10. Don’t be afraid to change approach
SOCIAL VS PRESS
“We’ve funded over 1,000 life-saving research projects over the past five years, under 0.3 per cent involved dogs. This
research is undertaken because heart rhythm in dogs is controlled in a very similar way to ours. This research is vital in
helping us understand and treat dangerous heart rhythm problems – known as arrhythmias – where the heart is beating
too fast or too slow.
“Arrhythmias currently affect over a million people each year in the UK and can make people feel extremely unwell and in
some cases cause sudden death. Scientists hope their findings will help improve and save the lives of heart patients in the
“We always look for ways to reduce the use of animals in research. This is not an issue we take lightly.”
“The BHF is dedicated to saving lives through better treatments and cures for heart conditions. We fund vital research
using cells grown in the laboratory, computer models, human volunteers and work involving animals when that is
“Every application for research funding goes through a rigorous independent review procedure and of the many hundreds
of life-saving research projects we’ve funded over the last five years, 0.3 per cent have involved dogs.
“We proactively seek the reduction of animal use, and the replacement of animals with other research methods where
possible. We require researchers to apply the highest standards to animal welfare.
“BHF research has contributed to life-saving medical advances for heart patients over the past half century. But there is
still so much work to be done and, for the foreseeable future, that will involve using animals in research.”
ACCORDING TO CAMPBELL
1.Know the difference between a genuine crisis and
a media driven frenzy. The former are rare, the latter
2. Once you have decided it is a crisis
situation, operate the OST rule. Set clear Objectives.
Define the Strategy. Only then think about Tactics.
3. Never lose sight of the big picture.
5. If the crisis needs new policy, structures or
personnel to manage it, put them in place quickly.
THE RULES: PART TWO
6. If it is a crisis playing out across the media, rebut with speed and aggression.
7. Decide the single figure to whom people will most look for leadership. Usually the
person at the top but…
8. Horses for courses. Understand that sometimes the top person may be a dreadful
communicator if not used to it .
9. Agree basic messages and never tire of saying them.
10. Organise every part of every day for the tactical implementation of strategy.
THE RULES: PART THREE
11. Organise your communications as far as they need to go. Take account of
possible different audiences.
12. Put extra effort into the big moments.
13. Ensure proper internal comms. Don’t forget your own people may get most
messages through media. Make sure they hear from you first.
14. Remember it will end.
15. Throughout the crisis, have someone working on re-entry to normal strategy
once the crisis is over