Crisis Communications
June 3, 2014
Moderator: Ashby Heath, PR Consultant
Crisis Communications
A crisis is a sudden explosive
event with major consequences.
How you handle a crisis can:
rally sup...
Crisis Communications
Be prepared!
From the moment a crisis strikes, the clock is ticking.
In today’s digital age, news is...
Crisis Communications
Crisis Communications
Planning
I. Infrastructure
II. Messaging
III. Practice
IV.Distribution
V. Follow-up
I. Infrastructure
Step 1.Determine a spokesperson
Identify one individual that is knowledgeable,
articulate and accessible...
I. Infrastructure
Step 2.Create an Emergency Phone Tree
• Include procedures and contact information
needed for coordinati...
I. Infrastructure
Step 3. Identify preferred communications
channels.
• You know the best way to reach your
stakeholders. ...
I. Infrastructure
Step 4: Create a social media presence
• Social media has changed the way the public is
informed. Don’t ...
I. Infrastructure
Step 5: Media Lists
• Create lists of reporters that cover your
industry/geographical region, and update...
II. Messaging
• Identify your organization’s stakeholders and
their possible questions.
• Think about the questions you ar...
II. Messaging
• Develop three key messages and no more than
three supporting facts.
III. Practice
• Practice effective message delivery before a crisis
occurs.
• Utilize the bridging technique to get back t...
III. Practice
Think about your tone.
Do NOT speculate or say, “No Comment.”
And remember….perception is reality.
https://w...
IV. Distribution
Step 1: Consider Best Approach for
Comment Distribution
• Low Urgency – newsletter (also good as follow u...
IV. Distribution
Step 2:
• Press releases should reflect the organization’s
overall messages, leadership role, and resourc...
V. Follow-up
Evaluate Your Response
• Evaluate message effectiveness as the situation
progresses.
• Implement methods for ...
Crisis Communications
Final Media Relations Tips
• Do not repeat the negative
• Do not fill dead air
• Know when to say wh...
Crisis Communications
Thank you!
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Ashby heath crisis communications panel

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Ashby heath crisis communications panel

  1. 1. Crisis Communications June 3, 2014 Moderator: Ashby Heath, PR Consultant
  2. 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. 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. 4. Crisis Communications
  5. 5. Crisis Communications Planning I. Infrastructure II. Messaging III. Practice IV.Distribution V. Follow-up
  6. 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. 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. 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. 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. 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. 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. 12. II. Messaging • Develop three key messages and no more than three supporting facts.
  13. 13. III. Practice • Practice effective message delivery before a crisis occurs. • Utilize the bridging technique to get back to your message points.
  14. 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. 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. 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. 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. 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. 19. Crisis Communications Thank you!

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