The document discusses crisis communications and provides tips for effective crisis planning and response. It notes that a crisis can either rally support or undermine trust, depending on how the crisis is handled. It then outlines five steps for effective crisis planning: 1) establishing infrastructure like designating spokespeople and communication channels, 2) developing clear, concise messaging, 3) practicing message delivery, 4) determining best ways to distribute information, and 5) following up on the response and evaluating the crisis communications plan. The document emphasizes being prepared, delivering the right messages, practicing in advance, and updating stakeholders throughout and after the crisis.

1. Crisis Communications
June 3, 2014
Moderator: Ashby Heath, PR Consultant

2. Crisis Communications
A crisis is a sudden explosive
event with major consequences.
How you handle a crisis can:
rally support, calm a nervous public, and provide needed
information
OR
undermine public trust, incite high tensions and spread
misinformation.

3. Crisis Communications
Be prepared!
From the moment a crisis strikes, the clock is ticking.
In today’s digital age, news is instantaneous and the
media will not wait for you to get organized to put out
a news story.

4. Crisis Communications

5. Crisis Communications
Planning
I. Infrastructure
II. Messaging
III. Practice
IV.Distribution
V. Follow-up

6. I. Infrastructure
Step 1.Determine a spokesperson
Identify one individual that is knowledgeable,
articulate and accessible, to represent your
organization and make official statements and
answer media questions throughout the crisis. The
right messenger is critical.

7. I. Infrastructure
Step 2.Create an Emergency Phone Tree
• Include procedures and contact information
needed for coordinating with important partners.
Ex. other water utilities, health agencies,
emergency responders, law enforcement, elected
officials, and state and federal government
agencies, as appropriate.

8. I. Infrastructure
Step 3. Identify preferred communications
channels.
• You know the best way to reach your
stakeholders. Determine the most effective
outlets/mechanisms for disseminating information
quickly. Ex. telephone hotlines, radio
announcements, news conferences, Web site
updates, broadcast, print and/or social media.

9. I. Infrastructure
Step 4: Create a social media presence
• Social media has changed the way the public is
informed. Don’t wait to create a social media
presence until a crisis hits.

10. I. Infrastructure
Step 5: Media Lists
• Create lists of reporters that cover your
industry/geographical region, and update
periodically, so you know who to contact
immediately.

11. II. Messaging
• Identify your organization’s stakeholders and
their possible questions.
• Think about the questions you are most likely to
be asked, and which ones you do not want to
answer.
• Analyze the questions to identify the underlying
concerns.

12. II. Messaging
• Develop three key messages and no more than
three supporting facts.

13. III. Practice
• Practice effective message delivery before a crisis
occurs.
• Utilize the bridging technique to get back to your
message points.

14. III. Practice
Think about your tone.
Do NOT speculate or say, “No Comment.”
And remember….perception is reality.
https://www.youtube.com/watch?v=EIA_sL4cSlo

15. IV. Distribution
Step 1: Consider Best Approach for
Comment Distribution
• Low Urgency – newsletter (also good as follow up)
• Higher Urgency – press release, one-on-one
interviews
• Highest Urgency – press conference

16. IV. Distribution
Step 2:
• Press releases should reflect the organization’s
overall messages, leadership role, and resource
status.
• They should attempt to reinforce the positive and
be action/solution oriented if possible.
• Include quote, contact information and boilerplate.

17. V. Follow-up
Evaluate Your Response
• Evaluate message effectiveness as the situation
progresses.
• Implement methods for updating key audiences
with ongoing information.
• Distribute post-crisis communications.
• Review your crisis communications plan annually.

18. Crisis Communications
Final Media Relations Tips
• Do not repeat the negative
• Do not fill dead air
• Know when to say when
https://www.youtube.com/watch?v=sHRFhsZgY10

19. Crisis Communications
Thank you!