A high-level review of the practice of crisis communications and crisis management. Included are characteristics and features of crises, suggestions on how to craft messages during and after crises, as well as 10 tips on how to trash a reputation. :-)

1. What’s a Crisis & Why ShouldICare?
Presentationto NCSU PRSSA
October 13, 2015
Roger M. Friedensen, APR
Ray J. Hornak, APR
forgecommunications.com| @forgecomm
© 2015 ForgeCommunications,LLC |AllRights Reserved.

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How often has this happened to you?
Day One

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Day Two

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“It takes 20
years to build a
reputation and
five minutes to
ruin it. If you
think about that,
you’ll do things
differently.”
Warren Buffet

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What do we mean by “crisis”?

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Attributes
• Out of the ordinary
• Unpredictable, disruptive
• Potential to undermine confidence, damage
reputation
• Affects or involves multiple audiences
• Draws attention of internal/external
stakeholders, including media

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And once it starts…

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Types of crises
• Natural disasters
• Accidents (mechanical,
human error)
• Legal or financial issues
• Government actions
• Criminal activities
• Employee incidents
• Environment/health issues
• High-profile events
• Rumors
• Digital media attacks

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But it can happen, and it will happen.
It’s not a question of if, it’s a matter of when…

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Not every crisis is like this
(though it may feel like it)

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Novozymes, Franklinton, N.C. | February 2006

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Greensboro, N.C.
June 13, 2010

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The first rule
You can’t manage a crisis,
but you can – and you must –
manage your reaction.

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Quite simply, this
changed – and is still
changing – everything.

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And this is all happening at once in real time.

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Some things have changed,
but most things haven’t

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Business hasn’t changed
“Benefits should be conferred gradually; and in that way they will taste better.”
“It is better to be feared than loved, if you cannot be both.”
“A wise ruler ought never to keep faith when by
doing so it would be against his interests.”
“Politics have no relation to morals.”
“The new ruler must determine all the injuries that he will need to
inflict. He must inflict them once and for all.”
“In the end, you're measured not by how much you
undertake but by what you finally accomplish.”

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And politics certainly haven’t changed

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Credibility
Trust
Expertise
Dynamism
+
+

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Tell me a story, pleeeeeeeeze

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Tell me less about how it came to be
and more what it means to me.

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Feelings alter attitudes & behaviors
• Pleasure – Pain
• Hope – Fear
• Acceptance– Rejection
• Pride – Shame
And it happens one individual at a time . . .

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Humans haven’t changed

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Communication during and after a
crisis is not about pulling strings
behind the scenes to “spin” the
public and media.
It’s about responding
effectively to preserve and
strengthen your credibility,
reputation and ability to
operate successfully

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The Four R’s
• React
• Respond
• Recover
• Rebuild

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Appeal to basic human instincts
• What happened?
• Are my family and I safe?
• Is this good or bad for me and
my family? My friends?
• Is this good or bad for the
environment?
• Who is responsible?
• Who should be rewarded or
punished?
• How and when are things
going to be fixed?
• What is the right thing to do?

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Top 10 ways to trash a reputation
10. Wait till the last minute: Why prepare now if it might never
happen at all?
9. Ignore your employeesor members: It’ll just distract ‘em.
8. Ignore the media: Heck, they’ll just twist the truth anyway.
7. Play by your rules and timetable: Why give a hoot about
what anyone else wants?
6. Never accept responsibility or apologize: My lawyer knows
best!
6b. Don’t engage in social channels:It’s just too risky.

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Top 10 ways to trash a reputation
5. Ignore emotions: feelings are for wimps – Facts Rule!
4. Cooperate only when you have to: Keep your head
down and your mouth shut.
3. Provide only the bare minimum: why invite confusion
with details?
2. Dazzle ‘em with jargon: if a little is good, then a lot is
even better!
1. Ignore it and it will go away…

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A couple of closing
thoughts…

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It’s hard work

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Excellence takes time

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Sometimesthere’s a bumper crop…
…and sometimesthere’s not

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Sometimes the gods are with you,
and sometimes they’re crazy (or just plain mean)

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You can call me now, or you can call me later

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(and may the Forge be with you)
Ray J. Hornak, APR
rhornak@forgecommunications.com
Roger M. Friedensen, APR
roger@forgecommunications.com
@RogerFriedensen
@ForgeComm
Thank you!