Crisis Management

1. Enbridge Michigan Oil
Spill: Patrick Daniel’s
Challenge
Crisis Management
Dr. Dusya Vera

2. Ten rules for crisis communications
(David Weiner, 2006)
1. Respect the media. The media is not your
enemy.
2. Communicate, communicate, communicate.
Early hours are critical.
3. Take responsibility. Be prepared to empathize,
even publicly apologize.
4. Centralize information. Ensure that
appropriate levels of management are updated
with information.
5. Establish a crisis team. Create and train the
crisis team before a crisis strikes.

3. Ten rules for crisis communications
(David Weiner, 2006)
6. Plan for the worst; hope for the best. Assume
the worst-case scenario.
7. Communicate with employees. Remember that
employees are your front-line “ambassadors.”
8. Third parties. Use third parties to speak on your
behalf.
9. Use research to determine responses. Polling,
market research, focus groups, internet.
10. Create a website. Provide quick, up-to-the-
minute information and present the company’s
story.