Ivory Soap giving away soap to the homelessAIG laying off 1,000 peopleKFC is having a chicken eating contest featuring Joey Chestnut and KobyashiDell Computers has a new wellness campaign that could make its employees healthirOffice Depot is mad they aren’t on TV as much as Staples and wants more facetime
Internal: Notify CEO and other top officials on a need to know basis.
External: Notify the media, law enforcement, government agencies, next of kin (announce names to public after notification or within 24 hours.
CRISIS COMMUNICATION Prepare Media Materials 1. Have company backgrounder, fact sheet and bios of officers already prepared on the company website. 2. Prepare basic news release on crisis as soon as possible (one-hour rule)
Include all known facts (who, what, where when, NOT NOT NOT NOT NOT why...avoid fault)
Clear release with senior management, legal department and personnel department.
Issue release to media, employees, community leaders, insurance company and government agencies. Get it on the website. Use fax and email.
Crisis communication 3. Issue timely statements in an ongoing crisis. 4. Use one-voice principle-information only from official organizational statements. 5. Use full disclosure, but don’t admit fault. Let investigators investigate. Cooperate with those investigators.
Crisis communicationpublic info center 1.Establish a public information center somewhere within the PR HQ 2.Respond to phone, email and social media inquiries. 3. If you don’t know the answer, it’s OK. Explain how you will get the info and release it to the public. 4. Hold meetings with groups as needed to clarify misinformation. 5.Have a call center if needed. 6.Direct company employees to make no unauthorized statements.
Crisis communication media info center 1. Designate a place where the media can gather. Know they’ll be all over the place anyway. Know they will try and bypass the one-voice principle 2. Try and create some distance from the PR HQ. You’ll need the space. Close, but not too close. 3. Have a sole spokesperson on duty day and night.
Crisis communicationwhat I wish I knew 1.You have never appreciate the chaos. 2.You can never underestimate how important separation is of the media center and PR HQ. The more you plan, the better it goes. 4 4. Consider set press conferences every few hours. .This helps dispel rumors the media will uncover. This symbolizes you’re working. This gives a chance to get various stakeholders in front of the camera to present one voice.