10. Case study
• What’s the epic fail here?
• What would you seek to achieve with communications?
• How would you do that?
• What are key considerations in this situation?
• How would you mitigate risk?
11.
12. “Say it first, say it your way,
and tell the truth.”
Eric Brown, Former Communications Director,
William and Flora Hewlett Foundation
13. “Clearly convey your reasoning
and the need for change.”
Eva Penar, Director of Communications,
Chicago Community Trust
14. “Do all you can to ensure those
directly affected hear it
from you first.”
Brent Thompson, Communications Officer
Robert Wood Johnson Foundation
15. “Fashion communications plans
to represent the whole institution
as much as possible.”
Doug Root, Former Director of Communications,
Heinz Endowments
16. “Make sure you’re forthcoming.
Answer all questions.
Respond to every single inquiry.”
Norris West, Director of Strategic Communications,
The Annie E. Casey Foundation
17. “With big challenges,
manage expectations about
how long change will take.”
Fred Mann, Vice President Communications
Robert Wood Johnson Foundation
18. Survey: What did you do right?
1. We tailored messages, timing, channel to each audience
2. We were transparent and managed expectations
3. We crafted clear, consistent and compelling messages
4. We invested in media outreach and PR
5. We identified the best messengers
6. We planned every step carefully
7. We integrated feedback before the rollout of our plan
