Ten Principles of Crisis Communications Jody Peake OnPR

You Can Predict a Crisis What events may happen? Who needs to be involved? How can I reach them? What are our goals? What messages do we send? To who? And how? What data do we need?

What events may happen?

Who needs to be involved?

How can I reach them?

What are our goals?

What messages do we send?

To who? And how?

What data do we need?

Speed is Essential Rumors and speculation Control the message Face the music

Rumors and speculation

Control the message

Face the music

Bad Assumptions Fill a Vacuum Update early and often If you don’t have info, tell them Set expectations for communication

Update early and often

If you don’t have info, tell them

Set expectations for communication

It’s All About Them Employees Customers Suppliers Investors Partners Prospects

Employees

Customers

Suppliers

Investors

Partners

Prospects

Accountability = Leadership Be proactive Admit mistakes Show concern Have plans

Be proactive

Admit mistakes

Show concern

Have plans

Keep it Simple and in 3’s Prioritize concepts Limit the number of messages Keep language simple

Prioritize concepts

Limit the number of messages

Keep language simple

Heart AND Head are Best Acknowledge impact and suffering People appreciate authenticity and generosity Express regret

Acknowledge impact and suffering

People appreciate authenticity and generosity

Express regret

The Truth Always Comes Out Don’t answer if you can’t Don’t risk long-term credibility with a lie They always remember

Don’t answer if you can’t

Don’t risk long-term credibility with a lie

They always remember

Tell Them What’s Next Tell them what’s next How will it be better Identify milestones Set expectations Create symbols Mark progress

Tell them what’s next

How will it be better

Identify milestones

Set expectations

Create symbols

Mark progress

Tongues Will Wag You will not be able to control everything Social media gives all parties a louder soapbox Track and correct errors

You will not be able to control everything

Social media gives all parties a louder soapbox

Track and correct errors

Checklist Anticipate potential crisis events Identify internal spokespeople, participants, contact info Define crisis announcement goals Identify audiences Create messages Build timeline Build media list Obtain data and proof points Write documents Share the plan Be consistent Track comments

Checklist

Anticipate potential crisis events

Identify internal spokespeople, participants, contact info

Define crisis announcement goals

Identify audiences

Create messages

Build timeline

Build media list

Obtain data and proof points

Write documents

Share the plan

Be consistent

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