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Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
Presentación Wynona Redmond Congreso PRORP 2010
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Presentación Wynona Redmond Congreso PRORP 2010

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  • 1. Strategic Roadmap and PR actions for Communication Crisis Management Speaker: Wynona Redmond
  • 2. Agenda •  Speaker Background •  Learning Objectives – Learn about the strategic roadmap – The role of PR for the handling & prevention of a communication crisis – To Safeguard Corporate Reputation •  Q & A
  • 3. Who is Wynona Redmond? •  23 Years Experience in PR •  President of the National Black PR Society •  Senior Advisor to PRSA •  Director of Public Affairs & Government Relations for a Grocery Chain in Chicago •  Survivor of Many Communication Crisis Situations
  • 4. Crisis Learning Experiences •  Cook County Hospital – stolen babies, patient deaths, abortion protestors, physician and nurse strike threats •  Chicago Housing Authority – troubled housing list, elevator deaths, emergency resident relocations, fire in senior building •  Illinois Department of Children & Family Services – abused and neglected children deaths •  Grocery – store fire, roof collapse, food safety product recalls, union strike threats
  • 5. Roadmap Elements •  Starting Point •  Path & Channels •  Destination DEMONSTRATION – 3 Volunteers
  • 6. Communication Roadmap = Strategic Communications Plan •  Starting Point = Situation Analysis (S.W.O.T.) •  Goals and Objectives Determine Path •  Target Audiences Determine Messages, Activities, Channels, Communication Strategy and Tactics •  Evaluation Determine if you reached your Destination – inspect what you expect
  • 7. S.W.O.T. Analysis •  Strengths •  Weaknesses •  Opportunities •  Threats
  • 8. Roadmap Resouces •  Proactive or Reactive Investment (Marketing vs PR Budget) •  Staffing Management Commitment •  Timeline •  Budget
  • 9. Strengths •  What makes people listen to you? •  What are you especially good at? •  What success have you had lately?
  • 10. Weaknesses •  What do you lack? •  What mistakes do you make? •  Why don’t people listen to you?
  • 11. Opportunities •  How could you become better? •  What new techniques could we use? •  What new services could we offer?
  • 12. Threats •  What new competition do you have? •  Are there threats on horizon? •  Are your constituent’s needs being met/ changing?
  • 13. Communications Plan Goals Objectives •  S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Timed) •  Organization’s Mission Statement •  Stated Organizational Goals •  Intended outputs/impacts •  Identify Target Audiences •  Identify Key Messages, Materials and Activities
  • 14. Path – Communication Channels •  Super Highway – Social Media •  Corporate Communications – newsletter, intranet, break rooms videos, bulletin boards •  Traditional Media – print, electronic radio/TV •  Events Activities – speeches, giving •  Partner Communications – from 3rd party sources
  • 15. Destination = Desired Outcomes•  Intended outputs •  Intended impacts •  Evaluation
  • 16. Crisis Communications Quiz •  Crisis Management Plan? •  Designated Spokesperson? Backup? •  Media Training? •  Professional Relationships with Media? •  Can your company forecast what types of crisis are most likely to occur?
  • 17. What constitutes a crisis? Types: Impact •  The company’s fault •  Financial •  Guilt by association •  Litigation •  Threat to safety •  Civil Unrest security of general •  Damage to corporate public reputation
  • 18. Crisis Management versus Crisis Communication Management •  Crisis management is the handling of the event or situation •  Crisis communication management is the handling of the organization’s image, the media attack and public’s interest or need to know in the midst of a crisis
  • 19. Four 4’s of Crisis Management •  Regret •  Resolution •  Reform •  Restitution Source: The Handbook of Strategic PR Integrated Communications by Clarke Caywood
  • 20. Crisis Communication Plan Checklist •  Anticipate •  Plan •  Designate Team (Legal, Risk, PA, etc.) •  Develop Media Train Spokespeople •  Pretest the plan, Review Annually •  Brainstorm Potential Crisis Situations •  Research the issues in advance •  Draft what to say
  • 21. Corporate Reputation •  Past •  Present •  Future
  • 22. Corporate Reputation = Corporate Relationships •  Internal Judges –  Management –  Employees •  External Judges –  Customers –  Shareholders –  Media –  Government –  3rd Party Beneficiaries
  • 23. Questions?www.nbprs.org

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