Crisis Communication: The Right Way - The Only Way
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Crisis Communication: The Right Way - The Only Way



Tell it first...

Tell it first
Tell it fast
Tell it all
Tell it yourself

Presented at National School Public Relations Association National Seminar - 2012.

Taken from "The Public Relations Practitioner's Playbook" available at



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    Crisis Communication: The Right Way - The Only Way Crisis Communication: The Right Way - The Only Way Presentation Transcript

    • Crisis Communication: The Right Way – The Only Way NSPRA National Seminar – 2012 M. Larry Litwin, APR, Fellow PRSA Rowan University © 2012[Following PowerPoint after Page 17, review PR plays from The Public Relations Practitioner’s Playbook – Chapter 14 – “Being Ready For A Crisis”] 1
    • Portions t aken from… 2
    • Other Larry Litwin PowerPoints Visit•• 3
    • Golden Hours First 2 to 4 hoursfollowing the crisis 4
    • Practice your ABCs• A = Anticipate• B = Be prepared• C = Communicate clearly, calculatingly (measure each word), concisely, consistently, completely (specifically and simply) 5
    • Three Rules of Damage Control2. Get information out early4. Get it out yourself6. Get it out on your own terms 6
    • Tell it:• First• Fast• All• Yourself 7
    • Follow Peco’s example… 8
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    • 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
    • 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 26
    • Lessons Learned• Don’t duck the issue• Take responsibility• Offer to make good on broken promises• Cover the bases• Measure results (on-going evaluation) 27
    • 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 28
    • The 10 D’s• Direct • Diffuse• Distance • Defuse• Deflect • Dilute• Distract • Dissolve• Divert • Dodge 29
    • 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. 30
    • 10 Commandments of Crisis Communication2. 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. 31
    • 10 Commandments – Make that 112. Pray like hell that you never have to handle numbers 1 through 10! 32
    • Questions ???M. Larry Litwin, APR, Fellow PRSA © 2012 33