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The Administrative Guide to Crisis Communication Management   slides
 

The Administrative Guide to Crisis Communication Management slides

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Presented to Superintendents and Principals at the ESC-12 Summer Leadership Conference in Salado, Texas on June 15, 2010.

Presented to Superintendents and Principals at the ESC-12 Summer Leadership Conference in Salado, Texas on June 15, 2010.

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    The Administrative Guide to Crisis Communication Management   slides The Administrative Guide to Crisis Communication Management slides Presentation Transcript

    • The Administrative Guide to Crisis Communication Management BRAD DOMITROVICH
    • Objectives: ★ Explore the tips and techniques that every administrator needs to know in order to manage their communication strategies in a crisis situation. ★ An overview of procedures that can make anybody look like a PR pro. ★ Become versed in way to handle the media when there is a whirlwind of attention at your doorstep.
    • What is a crisis? (courtesy of the American Heritage Dictionary) ★A crucial or decisive point or situation; a turning point. ★ An unstable condition, as in political, social, or economic affairs, involving an impending abrupt or decisive change. ★ An emotionally stressful event or traumatic change in a person's life.
    • What is a crisis? (courtesy of those of us in school PR) • Any event that causes you to stop what you're doing and react. • Any situation that requires you to reach in your drawer and pull out your emergency operations plan. • Any situation that involves reaching for aspirin, acetaminophen, or ibuprofen.
    • Be prepared.
    • Be prepared. ★ Preparation is paramount. ★ Update your crisis plan regularly. ★ Review your crisis communications with key individuals/departments in your district. ★ Make sure everyone knows what to do before, during, and after. ★ Evaluate your plan after a crisis situation.
    • Be prepared. ★ Know all the contact numbers - cell phones, e- mails. ★ Have call systems and e-mail distribution lists set up for staff, parents, community, and media. ★ Always have three positives you want to share about your district in a crisis situation. ★ Have your spokesperson trained. ★ Know the representatives from local fire and police departments.
    • Be mobile.
    • Be mobile. ★ Things to be ready to go with: ✴ bottled water, wet wipes, mouth wash, hand sanitizer, “face in a bag”, comfortable shoes, change of shirt or jacket, etc. ★ Always keep in your car: ✴ district map, emergency phone numbers, media contact numbers, extra chargers, wireless internet access, handbooks, etc.
    • Have one spokesperson.
    • Have one spokesperson ★ One individual should be designated as the primary spokesperson to make official statements and represent “the company”. ★ A back-up individual should also be identified in the event the primary person is unavailable. ★ Designate technical experts and advisors to feed the spokesperson.
    • Characteristics of a spokesperson ★ Comfortable in front of reporters, media. ★ Capable to work well with other entities. ★ Able to establish credibility and project a sense of confidence and believability. ★ Ability to redirect responses, identify key points, and speak without using jargon.
    • Be honest.
    • Be honest. ★ Don’t be afraid to accept blame – but always have a solution ready. ★ Correct problems so they do not happen again. ★ Maintain a calm and helpful presence. ★ Never appear overwhelmed or flustered.
    • Apologize if appropriate.
    • Apologize if appropriate. ★ Act quickly. ★ State what you’re apologizing for. ★ Accept the blame, don’t pass it. ★ Ask for forgiveness. ★ Communicate your corrective action immediately.
    • Never say “no comment”.
    • Never say “no comment”. ★ Try to view the crisis from the eye of the public, do they want to hear you say “no comment”? ★ Ignoring a crisis situation will only make things worse. ★ By providing no comment, you lose your greatest opportunity to control the crisis.
    • Keep some quotes on file.
    • Keep some quotes on file. ★ “The safety of our students and staff is always our top priority.” ★ “Because the safety of our students and staff is our top priority, the building was evacuated immediately”. ★ “We chose to err on the side of caution for the safety of our students and staff ”.
    • Keep some quotes on file. ★ “Itis times like this that we are reminded just how precious life can be, and how fragile each of us truly are.” ★ “We are fortunate to have a team of experienced counselors that can provide the much needed comfort to our students and staff.”
    • Keep some quotes on file. ★ “Once the incident was reported, the District immediately began an investigation”. ★ “Since this is a matter involving personnel, the District is unable to comment at this time”. ★ “Just like any situation that may occur, the District is following the policy established by the Board of Trustees”.
    • It’s OK to stall the media.
    • It’s OK to stall the media. ★ But always remember to work with their deadlines. ★ Take time to gather your thoughts. ★ Know your facts and anticipate their questions. ★ Rehearse your message. ★ Create your sound bite.
    • Interviewing Guidelines ★ Set the ground rules. ★ Communicate with your heart. ★ Your first words create an image. ★ Listen with your face. ★ Keep your message simple. ★ There is no “off the record”.
    • Bleed for a day, not a week.
    • Bleed for a day, not a week. ★ Running away only makes the situation worse. ★ Never have a press conference addressing the problem only. ★ Confront the problem and provide a solution at the same time. ★ Don’t lie low hoping that the radar doesn’t see you.
    • Questions? Comments!
    • If you would like a copy of today’s presentation ... www.SlideShare.net/BradDomitrovich
    • You never know when 911 is needed.
    • You never know when 911 is needed.
    • If you would like a copy of today’s presentation ... www.SlideShare.net/BradDomitrovich