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Ann Marie Mayuga, AMM Communications, presents Enterprise University Course 231 - Crisis Communications, Reputation Management, and Public Relations
EU STL 231: Crisis Communication:
Learn How to Manage the Situation –
Ann Marie Mayuga
You are probably
taking this EU
course because you
have a business
that can potentially
be exposed to
public relations risk,
wondering how to
handle a crisis
You may not have given much thought
to what you and your colleagues
would do in a crisis.
This course will cover the key points of a
crisis communications plan.
Afterwards, you will be
better prepared to for a
crisis and know when to
call a PR professional.
The Crisis Communication’s Mindset
need to be notified
as well as local
Employees need to know what can be
shared with clients, vendors and
Don’t make a crisis worse by appearing
#1 Rule of Crisis management – You can only
control your emotions.
Identify potential audiences and
company spokespeople ahead of time.
Develop a set of talking points ASAP
and don’t release them until you have
Worksheets: Let’s make a list of your
potential crises and pick one to work
on for this course
What is your #1 potential crisis that
you want to work on today? Anyone
want to share?
Who is your audience during this crisis?
Who is/are your
What Constitutes a Crisis?
Something that can affect the ongoing
health of your company
Does anyone have an
example of something
they have dealt with in
Does anyone have an example of bad
Even strong companies stumble – Here
are some examples of not managing the
situation. They tried to control it.
Anthem Blue Cross – Data breach
Volkswagen – Emissions Scandal
You may not immediately realize that
you are in a crisis situation, so DON’T…
Provide a disorganized and “off-the-
cuff” response which will result in a
sharp public outcry
Have a bad attitude: “We are right. You
are wrong and here’s why…”
Don’t be dismissive, silent for a long period
of time, or ignore the situation entirely!
Run Your Business
10 Golden Rules for Crisis
IF you can find humor in the crisis, keep
it to yourself and don’t joke about it!
Seinfeld on Risk Management video
Nothing will convict you in the court of
public opinion faster than making light of
How do they want to receive this
information? Phone call, text, email, or
If they are vocal on social media or
broadcast media, what is your crisis
Developing the Crisis
Audiences – Let’s look at the list you
Hub & Spoke Diagram
Let’s look at the
various spokes of
Do you have any questions?
Crisis Management | Got Bad News?
Spit it out! Video
Who was involved?
Why did it happen? Don’t speculate!
Just present the facts as they are
How do you plan to resolve this crisis?
Add your answers to
an approved list of
Talking Points Worksheet: An Opportunity
to Reinforce Your Core Values
It’s difficult to transform a
negative to a positive but you
can reinforce your core values
Body language: Coach your spokesperson(s)
prior to delivering these talking points
Messages – Now, let’s tailor the crisis
communications message for each audience
Stakeholders and your
audience want to know how
you plan to rectify the situation
Your primary audience –
what is a potential crisis
that you may face that
Use the worksheet to fill
out the 5 W’s and How?
Discussion: any questions or insights?
Minto’s Pyramid Principle
Just like this PowerPoint slide deck,
support each statement with
The Key Message is at
the top of the pyramid
information is in the
successive row below
Have you thought of
additional talking points?
Why did you develop
these talking points?
Who else needs to know?
Resources for Crisis Communications
The Core Crisis Communications Team
Management Team monitors all
communications (Phone calls, social
media, emails etc.)
Additional resources - Your
attorney, CPA, financial adviser,
business consultant etc.
A PR Professional to provide outside
Emergency Contact List – Let’s develop a list
and fill out the names for now (numbers
Who are you going to
contact first? Use a
“phone tree”, followed
by text, and email.
Fill out your vital
contact list of names,
cell numbers, and text
Optional: A list of
state, local, and
List your business
partners who may be
affected by this crisis
The goal is to preserve existing
business relationships and lines of
Crisis Communications Tactics
The Four R’s of Crisis Communications
(Affect Social Media Whitepaper)
people, products and
respond before you
have all the facts
Begin by acknowledging the situation
and its impact on affected parties
Commit to a full
Conduct an investigation and develop
an action plan to rectify the situation
Managing a crisis on more than just
stopping the bleeding in the short-term
It’s also about restoring the company’s
long-term health and reputation!
Facebook and Twitter
Bad news travels immediately on these
Recognize that there will always be
someone that has a bias against you or
On Your Website/Blog
Post your press release on the Home
Include the contact information of the
Reputation Management on Google
Positive press releases to move negative
results to the second or third page
Set up Google Alerts for
your company name
When to call for professional
crisis communications help?
There is an impending or current crisis
and don’t want to weather it alone
PR Firms help you respond to negative
comments in a way that turns crisis
How? Using an authentic
and personal response,
sharing relative content etc.
We will help you acknowledge
people’s feelings in a powerful way to
strengthen your brand
PR Firms help you
respond quickly, and have
Social media contributes
to the recovery of an
Outsources social media and
Google Alerts monitoring 24/7
The crisis is fluid and rapidly
changing, so you need a 3rd
party outside of the company
Remind all employees that only the
designated spokesperson can speak to
Be transparent with the PR consultant
In conclusion, we covered: 1) The
Crisis Communications Mindset 2)
Developing a Plan and 3) Tactics