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Before the Crash: A Look at Crisis and Reputation Management
Presenters
                              Mr. Leo Zuniga
Associate Vice Chancellor of Communications
                              Alamo Colleges

                             Mr. Mario Muñiz
          Director of District Public Relations
                               Alamo Colleges

                        Ms. Renata Serafin
   Director of Community & Public Relations
                   Northwest Vista College
Alamo Colleges

o Five colleges
o Three regional centers – New
  Braunfels, Floresville, Kerrville
o Two community education centers
o Alamo University Center
o 63,000 students
o 5,000 employees
Crisis Management

o Virginia Tech Shooting – April 16, 2007
  32 killed, 17 wounded
o Northeast Lakeview College Tragedy –
  October 13, 2008 at 2:13 pm a college
  librarian shot and killed by another
  employee.
Alamo Colleges Plan
o Crisis communication plan
o Emergency notification system
  o   Email
  o   Voicemail
  o   Text
  o   Social media
  o   Digital signage network
  o   Website
o Emergency door access control
o Police on campus
What’s at Stake?
o   Reputation
o   Enrollment
o   State and federal funding
o   Local tax base
o   Grants & donations
o   Business partnerships
o   Vendor relationships
o   Internships & job opportunities for students
o   Job applicants
Media Relations During Crisis

o   Respond quickly
o   Get the facts
o   Designate primary spokesperson
o   Anticipate possible media questions
o   Develop message points
o   Establish media gathering place
o   Monitor media coverage
Northwest Vista College
o April 10, 2012 - Northwest Vista College
  student was kidnapped and forced to
  withdraw money from an ATM.
Objective:
  Inform students and employees within 24
  hours that the crime did not happen.

Focus on Internal Audience:
  •   16,000 students
  •   900 employees
Strategy

• Partner with police

• Collaborate within college and work with district

• Stick to the facts and let the facts speak for
  themselves

• Protect the identity of the student; don’t blame the
  student
Tactics Used:
• District-wide email
• College employee newsletter
• News media


Evaluation:
• Social media
• Repair equipment
• Survey internal community
How to Be Strategic
                        Assess
                         Risks
                                   Monitor
            Trust
                                    Social
            Team
                                   Media

                      Reputation

             Train                 Update
           speakers                 Plan
                       Push for
                        Policy
                       Change
Resources

• Public Relations Strategist – summer issue

• Companies specializing in Online Reputation
  Management

• Sept. 14, 2012 - seminar on reputation management
Questions
Before the Crash: A Look at Crisis and Reputation Management

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Before the Crash: A Look at Crisis and Reputation Management

  • 2. Presenters Mr. Leo Zuniga Associate Vice Chancellor of Communications Alamo Colleges Mr. Mario Muñiz Director of District Public Relations Alamo Colleges Ms. Renata Serafin Director of Community & Public Relations Northwest Vista College
  • 3. Alamo Colleges o Five colleges o Three regional centers – New Braunfels, Floresville, Kerrville o Two community education centers o Alamo University Center o 63,000 students o 5,000 employees
  • 4. Crisis Management o Virginia Tech Shooting – April 16, 2007 32 killed, 17 wounded o Northeast Lakeview College Tragedy – October 13, 2008 at 2:13 pm a college librarian shot and killed by another employee.
  • 5. Alamo Colleges Plan o Crisis communication plan o Emergency notification system o Email o Voicemail o Text o Social media o Digital signage network o Website o Emergency door access control o Police on campus
  • 6. What’s at Stake? o Reputation o Enrollment o State and federal funding o Local tax base o Grants & donations o Business partnerships o Vendor relationships o Internships & job opportunities for students o Job applicants
  • 7. Media Relations During Crisis o Respond quickly o Get the facts o Designate primary spokesperson o Anticipate possible media questions o Develop message points o Establish media gathering place o Monitor media coverage
  • 8. Northwest Vista College o April 10, 2012 - Northwest Vista College student was kidnapped and forced to withdraw money from an ATM.
  • 9. Objective: Inform students and employees within 24 hours that the crime did not happen. Focus on Internal Audience: • 16,000 students • 900 employees
  • 10. Strategy • Partner with police • Collaborate within college and work with district • Stick to the facts and let the facts speak for themselves • Protect the identity of the student; don’t blame the student
  • 11. Tactics Used: • District-wide email • College employee newsletter • News media Evaluation: • Social media • Repair equipment • Survey internal community
  • 12. How to Be Strategic Assess Risks Monitor Trust Social Team Media Reputation Train Update speakers Plan Push for Policy Change
  • 13. Resources • Public Relations Strategist – summer issue • Companies specializing in Online Reputation Management • Sept. 14, 2012 - seminar on reputation management