This document summarizes a presentation on crisis communication best practices. It provides guidelines for communicating during the first critical hours of a crisis, including anticipating issues, being prepared with a communication plan, and communicating clearly, consistently, and completely. It emphasizes getting information out quickly through designated spokespeople. Overall, the key aspects of an effective crisis response are being open and honest, taking responsibility, providing ongoing information to all stakeholders, and continually evaluating the response.

1. Crisis
Communication:
The Right Way –
The Only Way
NSPRA National Seminar – 2012
M. Larry Litwin, APR, Fellow PRSA
Rowan University
www.larrylitwin.com
© 2012
[Following PowerPoint after Page 17, review PR plays from The Public
Relations Practitioner’s Playbook – Chapter 14 – “Being Ready For A
Crisis”]
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2. Portions t aken from…
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3. Other Larry Litwin
PowerPoints
Visit
• www.slideshare.net
• www.larrylitwin.com
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4. Golden Hours
First 2 to 4 hours
following the crisis
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5. Practice your ABCs
• A = Anticipate
• B = Be prepared
• C = Communicate clearly, calculatingly
(measure each word), concisely,
consistently, completely (specifically
and simply)
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6. Three Rules of Damage
Control
2. Get information out early
4. Get it out yourself
6. Get it out on your own terms
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7. Tell it:
• First
• Fast
• All
• Yourself
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8. Follow Peco’s
example…
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25. Communicate Early and
Often – 1
• Contact the media before they contact you
• Communicate internally first, then externally
• Put the public first
• Take responsibility
• Be honest
• Never say “No comment”
• Designate a single spokesperson 25

26. Communicate Early and
Often – 2
• Set up a central information center (staging area)
• Provide a constant flow of information – two way
• Be familiar with media needs and deadlines
• Monitor news coverage and telephone inquiries
• Communicate with key publics
• Be accessible
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27. Lessons Learned
• Don’t duck the issue
• Take responsibility
• Offer to make good on broken promises
• Cover the bases
• Measure results (on-going evaluation)
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28. Get Down to Basics
• Get the facts
• Once facts are gathered, make
strategic changes to best manage crisis
• Communicate plan – first internally,
then externally (it is not a secret)
• Seek feedback
• Evaluate
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29. The 10 D’s
• Direct • Diffuse
• Distance • Defuse
• Deflect • Dilute
• Distract • Dissolve
• Divert • Dodge
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30. 10 Commandments of
Crisis Communication
• Perception is reality. If your audience thinks it is, it
is.
• Response is control. The community wants access
to information, and no crisis is unmanageable if you
give clear, cool facts.
• Information is power.
• Credibility is survival.
• Body language is crucial. If you behave like you
have something to hide, people will think that you
do.
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31. 10 Commandments of
Crisis Communication
2. Calmness is essential. Unflappability is your best
asset. Always act knowledgeable and calm.
• Give a confession. The public and the media want
a confession. So, don’t be afraid to admit mistakes.
• Tell the franchise what happened. It is in the best
interest of the community to keep them informed.
• Preparation is 99% of success.
• Out of every crisis comes the chance to “build a
better mousetrap.” From every crisis there are
major lessons to be learned.
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32. 10 Commandments – Make
that 11
2. Pray like hell that you never have to
handle numbers 1 through 10!
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33. Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
© 2012
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