Presentación Wynona Redmond Congreso PRORP 2010

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Presentación Wynona Redmond Congreso PRORP 2010

  1. 1. Strategic Roadmap and PR actions for Communication Crisis Management Speaker: Wynona Redmond
  2. 2. Agenda •  Speaker Background •  Learning Objectives – Learn about the strategic roadmap – The role of PR for the handling & prevention of a communication crisis – To Safeguard Corporate Reputation •  Q & A
  3. 3. Who is Wynona Redmond? •  23 Years Experience in PR •  President of the National Black PR Society •  Senior Advisor to PRSA •  Director of Public Affairs & Government Relations for a Grocery Chain in Chicago •  Survivor of Many Communication Crisis Situations
  4. 4. Crisis Learning Experiences •  Cook County Hospital – stolen babies, patient deaths, abortion protestors, physician and nurse strike threats •  Chicago Housing Authority – troubled housing list, elevator deaths, emergency resident relocations, fire in senior building •  Illinois Department of Children & Family Services – abused and neglected children deaths •  Grocery – store fire, roof collapse, food safety product recalls, union strike threats
  5. 5. Roadmap Elements •  Starting Point •  Path & Channels •  Destination DEMONSTRATION – 3 Volunteers
  6. 6. Communication Roadmap = Strategic Communications Plan •  Starting Point = Situation Analysis (S.W.O.T.) •  Goals and Objectives Determine Path •  Target Audiences Determine Messages, Activities, Channels, Communication Strategy and Tactics •  Evaluation Determine if you reached your Destination – inspect what you expect
  7. 7. S.W.O.T. Analysis •  Strengths •  Weaknesses •  Opportunities •  Threats
  8. 8. Roadmap Resouces •  Proactive or Reactive Investment (Marketing vs PR Budget) •  Staffing Management Commitment •  Timeline •  Budget
  9. 9. Strengths •  What makes people listen to you? •  What are you especially good at? •  What success have you had lately?
  10. 10. Weaknesses •  What do you lack? •  What mistakes do you make? •  Why don’t people listen to you?
  11. 11. Opportunities •  How could you become better? •  What new techniques could we use? •  What new services could we offer?
  12. 12. Threats •  What new competition do you have? •  Are there threats on horizon? •  Are your constituent’s needs being met/ changing?
  13. 13. Communications Plan Goals Objectives •  S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Timed) •  Organization’s Mission Statement •  Stated Organizational Goals •  Intended outputs/impacts •  Identify Target Audiences •  Identify Key Messages, Materials and Activities
  14. 14. Path – Communication Channels •  Super Highway – Social Media •  Corporate Communications – newsletter, intranet, break rooms videos, bulletin boards •  Traditional Media – print, electronic radio/TV •  Events Activities – speeches, giving •  Partner Communications – from 3rd party sources
  15. 15. Destination = Desired Outcomes•  Intended outputs •  Intended impacts •  Evaluation
  16. 16. Crisis Communications Quiz •  Crisis Management Plan? •  Designated Spokesperson? Backup? •  Media Training? •  Professional Relationships with Media? •  Can your company forecast what types of crisis are most likely to occur?
  17. 17. What constitutes a crisis? Types: Impact •  The company’s fault •  Financial •  Guilt by association •  Litigation •  Threat to safety •  Civil Unrest security of general •  Damage to corporate public reputation
  18. 18. Crisis Management versus Crisis Communication Management •  Crisis management is the handling of the event or situation •  Crisis communication management is the handling of the organization’s image, the media attack and public’s interest or need to know in the midst of a crisis
  19. 19. Four 4’s of Crisis Management •  Regret •  Resolution •  Reform •  Restitution Source: The Handbook of Strategic PR Integrated Communications by Clarke Caywood
  20. 20. Crisis Communication Plan Checklist •  Anticipate •  Plan •  Designate Team (Legal, Risk, PA, etc.) •  Develop Media Train Spokespeople •  Pretest the plan, Review Annually •  Brainstorm Potential Crisis Situations •  Research the issues in advance •  Draft what to say
  21. 21. Corporate Reputation •  Past •  Present •  Future
  22. 22. Corporate Reputation = Corporate Relationships •  Internal Judges –  Management –  Employees •  External Judges –  Customers –  Shareholders –  Media –  Government –  3rd Party Beneficiaries
  23. 23. Questions?www.nbprs.org

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