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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 ris...
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
Be concerned,
empathetic,
but calm
when
interacting
with external
and internal
audiences.
If business
operations
are
disrupted,
customers
want to
know how
they are
impacted.
Regulators may
need to be notified
as well as local
government
officials.
Employees need to know what can be
shared with clients, vendors and
partners.
Don’t make a crisis worse by appearing
unprepared!
#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
approval.
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
company
spokesperson(s)
?
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
the past?
What happened?
Does anyone have an example of bad
crisis communications?
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
Communication video
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
a crisis!
How do they want to receive this
information? Phone call, text, email, or
written letter?
If they are vocal on social media or
broadcast media, what is your crisis
response plan?
Developing the Crisis
Communications Plan
Audiences – Let’s look at the list you
created
Crisis Communications
Hub & Spoke Diagram
Let’s look at the
various spokes of
this plan…
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
known.
How do you plan to resolve this crisis?
Add your answers to
an approved list of
talking points
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
involves them?
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
additional facts
The Key Message is at
the top of the pyramid
Supporting
information is in the
successive row below
Additional
Talking Points
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
support
Emergency Contact List – Let’s develop a list
and fill out the names for now (numbers
later)
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
numbers.
Optional: A list of
state, local, and
government agencies
to contact
Business Partners/Organizations
List your business
partners who may be
affected by this crisis
The goal is to preserve existing
business relationships and lines of
communication
Crisis Communications Tactics
The Four R’s of Crisis Communications
(Affect Social Media Whitepaper)
Readiness
Examine your
company, facilities,
people, products and
environment for
potential risk
Sometimes it’s
necessary to
respond before you
have all the facts
Begin by acknowledging the situation
and its impact on affected parties
Commit to a full
investigation
Reassurance
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
social networks
Recognize that there will always be
someone that has a bias against you or
your company
On Your Website/Blog
Post your press release on the Home
Page ASAP
Include the contact information of the
designated spokesperson
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
into opportunity
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
specialized reputation
management strategies
Social media contributes
to the recovery of an
offline crisis
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
the media
Be transparent with the PR consultant
In conclusion, we covered: 1) The
Crisis Communications Mindset 2)
Developing a Plan and 3) Tactics
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
Enterprise University Course 231 - Crisis Communications
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Enterprise University Course 231 - Crisis Communications

Ann Marie Mayuga, AMM Communications, presents Enterprise University Course 231 - Crisis Communications, Reputation Management, and Public Relations

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Enterprise University Course 231 - Crisis Communications

  1. 1. EU STL 231: Crisis Communication: Learn How to Manage the Situation – Ann Marie Mayuga
  2. 2. You are probably taking this EU course because you have a business that can potentially be exposed to public relations risk, and you’re wondering how to handle a crisis situation.
  3. 3. You may not have given much thought to what you and your colleagues would do in a crisis.
  4. 4. This course will cover the key points of a crisis communications plan.
  5. 5. Afterwards, you will be better prepared to for a crisis and know when to call a PR professional.
  6. 6. The Crisis Communication’s Mindset
  7. 7. Be concerned, empathetic, but calm when interacting with external and internal audiences.
  8. 8. If business operations are disrupted, customers want to know how they are impacted.
  9. 9. Regulators may need to be notified as well as local government officials.
  10. 10. Employees need to know what can be shared with clients, vendors and partners.
  11. 11. Don’t make a crisis worse by appearing unprepared!
  12. 12. #1 Rule of Crisis management – You can only control your emotions.
  13. 13. Identify potential audiences and company spokespeople ahead of time.
  14. 14. Develop a set of talking points ASAP and don’t release them until you have approval.
  15. 15. Worksheets: Let’s make a list of your potential crises and pick one to work on for this course
  16. 16. What is your #1 potential crisis that you want to work on today? Anyone want to share?
  17. 17. Who is your audience during this crisis?
  18. 18. Who is/are your company spokesperson(s) ?
  19. 19. What Constitutes a Crisis?
  20. 20. Something that can affect the ongoing health of your company
  21. 21. Does anyone have an example of something they have dealt with in the past?
  22. 22. What happened?
  23. 23. Does anyone have an example of bad crisis communications?
  24. 24. Even strong companies stumble – Here are some examples of not managing the situation. They tried to control it.
  25. 25. Anthem Blue Cross – Data breach
  26. 26. Volkswagen – Emissions Scandal
  27. 27. You may not immediately realize that you are in a crisis situation, so DON’T…
  28. 28. Provide a disorganized and “off-the- cuff” response which will result in a sharp public outcry
  29. 29. Have a bad attitude: “We are right. You are wrong and here’s why…”
  30. 30. Don’t be dismissive, silent for a long period of time, or ignore the situation entirely!
  31. 31. Run Your Business
  32. 32. 10 Golden Rules for Crisis Communication video
  33. 33. IF you can find humor in the crisis, keep it to yourself and don’t joke about it!
  34. 34. Seinfeld on Risk Management video
  35. 35. Nothing will convict you in the court of public opinion faster than making light of a crisis!
  36. 36. How do they want to receive this information? Phone call, text, email, or written letter?
  37. 37. If they are vocal on social media or broadcast media, what is your crisis response plan?
  38. 38. Developing the Crisis Communications Plan
  39. 39. Audiences – Let’s look at the list you created
  40. 40. Crisis Communications Hub & Spoke Diagram
  41. 41. Let’s look at the various spokes of this plan…
  42. 42. Do you have any questions?
  43. 43. Crisis Management | Got Bad News? Spit it out! Video
  44. 44. Who was involved?
  45. 45. Why did it happen? Don’t speculate! Just present the facts as they are known.
  46. 46. How do you plan to resolve this crisis?
  47. 47. Add your answers to an approved list of talking points
  48. 48. Talking Points Worksheet: An Opportunity to Reinforce Your Core Values
  49. 49. It’s difficult to transform a negative to a positive but you can reinforce your core values
  50. 50. Body language: Coach your spokesperson(s) prior to delivering these talking points
  51. 51. Messages – Now, let’s tailor the crisis communications message for each audience
  52. 52. Stakeholders and your audience want to know how you plan to rectify the situation
  53. 53. Your primary audience – what is a potential crisis that you may face that involves them?
  54. 54. Use the worksheet to fill out the 5 W’s and How?
  55. 55. Discussion: any questions or insights?
  56. 56. Minto’s Pyramid Principle
  57. 57. Just like this PowerPoint slide deck, support each statement with additional facts
  58. 58. The Key Message is at the top of the pyramid
  59. 59. Supporting information is in the successive row below
  60. 60. Additional Talking Points
  61. 61. Have you thought of additional talking points?
  62. 62. Why did you develop these talking points?
  63. 63. Who else needs to know?
  64. 64. Resources for Crisis Communications
  65. 65. The Core Crisis Communications Team
  66. 66. Management Team monitors all communications (Phone calls, social media, emails etc.)
  67. 67. Additional resources - Your attorney, CPA, financial adviser, business consultant etc.
  68. 68. A PR Professional to provide outside support
  69. 69. Emergency Contact List – Let’s develop a list and fill out the names for now (numbers later)
  70. 70. Who are you going to contact first? Use a “phone tree”, followed by text, and email.
  71. 71. Fill out your vital contact list of names, cell numbers, and text numbers.
  72. 72. Optional: A list of state, local, and government agencies to contact
  73. 73. Business Partners/Organizations
  74. 74. List your business partners who may be affected by this crisis
  75. 75. The goal is to preserve existing business relationships and lines of communication
  76. 76. Crisis Communications Tactics
  77. 77. The Four R’s of Crisis Communications (Affect Social Media Whitepaper)
  78. 78. Readiness
  79. 79. Examine your company, facilities, people, products and environment for potential risk
  80. 80. Sometimes it’s necessary to respond before you have all the facts
  81. 81. Begin by acknowledging the situation and its impact on affected parties
  82. 82. Commit to a full investigation
  83. 83. Reassurance
  84. 84. Conduct an investigation and develop an action plan to rectify the situation
  85. 85. Managing a crisis on more than just stopping the bleeding in the short-term
  86. 86. It’s also about restoring the company’s long-term health and reputation!
  87. 87. Facebook and Twitter
  88. 88. Bad news travels immediately on these social networks
  89. 89. Recognize that there will always be someone that has a bias against you or your company
  90. 90. On Your Website/Blog
  91. 91. Post your press release on the Home Page ASAP
  92. 92. Include the contact information of the designated spokesperson
  93. 93. Reputation Management on Google
  94. 94. Positive press releases to move negative results to the second or third page
  95. 95. Set up Google Alerts for your company name
  96. 96. When to call for professional crisis communications help?
  97. 97. There is an impending or current crisis and don’t want to weather it alone
  98. 98. PR Firms help you respond to negative comments in a way that turns crisis into opportunity
  99. 99. How? Using an authentic and personal response, sharing relative content etc.
  100. 100. We will help you acknowledge people’s feelings in a powerful way to strengthen your brand
  101. 101. PR Firms help you respond quickly, and have specialized reputation management strategies
  102. 102. Social media contributes to the recovery of an offline crisis
  103. 103. Outsources social media and Google Alerts monitoring 24/7
  104. 104. The crisis is fluid and rapidly changing, so you need a 3rd party outside of the company
  105. 105. Remind all employees that only the designated spokesperson can speak to the media
  106. 106. Be transparent with the PR consultant
  107. 107. In conclusion, we covered: 1) The Crisis Communications Mindset 2) Developing a Plan and 3) Tactics

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