Sesi 6 communicating in a crisis

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Words will kill you. Hard to belief? lets check it out

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Sesi 6 communicating in a crisis

  1. 1. Communicating in acrisisFirsan NovaManaging DirectorNexus Risk Mitigation and StrategicCommunicationPT. Denandra Stratejik
  2. 2.  In the 21stcentury, words can kill you. Doubt it? The republican front-runnerfor the presidential nomination, George W. Bush, was being questioned bya Boston Television interviewer, obviously intent on making a name forhimself.Reporter: Can you name the president ChechnyaBush: No, can you?Reporter: Can you name the general who is now incharge of PakistanBush: Yes, GeneralReporter: What is his name, sir?Bush: The general is general. I don’t know his lastnameReporter: And the prime minister of India?Bush: The new prime minister of India is… Canyou name the foreign minister of Mexico?Reporter: No, Sir, but I would say to that, I’m notrunning for president
  3. 3. Growth of risk communication Models of risk communication have been developedbased on the position that “perception is reality”. Risk communication deals with a high level of emotion.Fear, confusion, frustration, and anger are commonfeelings in dealing with environmental issues Therefore, frequent and forceful communication isnecessary to inform, educate, and even dampenemotion. The first rule in responding to a perceived public risk is totake the matter seriously.
  4. 4. 7 steps are helpful in planning arisk communication program1. Recognize risk communication as part of a larger riskmanagement program and understand that the whole program isbased on politics, power, and controversial issues2. Encourage management to join the “communication loop” andhelp train them to deal effectively with the news media3. Develop credible outside expert to act as news sources forjournalist4. Become an in-house expert, in your own area of risk to enhanceyour credibility with journalist.5. Approach the news media with solid facts and figures before theyapproach you. Verify the veracity of your data.6. Research perceptions of your organizations by the media andother publics to gauge credibility and help determine if yourmessage will be believable.7. Understand your target audiences and how the news media canhelp you communicate effectively
  5. 5. The key communications in dealingwith a crisis The most effective crisis communicator arethose who provide prompt, frank and fullinformation to the media in the eye of the storm. Lawyers invariably advise client to Say nothing Say as little as possible and release it as quietly aspossible Deny guilt Shift or if necessary share the blame with others
  6. 6. The key communications in dealingwith a crisis (cont’d) In saying nothing, an organization is perceived asalready having made a decision. When most people –upward of 65% -hear the words “nocomment” they perceive the no commenter as guilty Silence anger the media and compounds the problem On the other hand, inexperienced spokespersons,speculating nervously or using emotionally chargedlanguage, are even worse Most public relations professional consider the cardinalrule for communications during a crisis to be: TELL ITALL AND TELL IT FAST! As a general rule, when information gets out quickly,rumors are stopped and nerves are calmed
  7. 7. The goals of crisis management1. Terminate the crisis quickly2. Limit the damage3. Restore credibility
  8. 8. When crisis hits, the organization must assess itscommunications –particularly in evaluating mediarequests-- by answering the following questions:1. What do we gain by participating?2. What are the risk?3. Can we get our message across?4. Is this audience worth it?5. How will management react?6. Is there a better way?
  9. 9. A shorthand approach to communicating in crisiswould include the following 10 general principles1. Speak first and often2. Don’t speculate3. Go off the record at your own peril4. Stay with the facts5. Be open, concerned, not defensive6. Make your point and repeat it7. Don’t war with the media8. Establish yourself as the most authoritative source9. Stay calm, be truthful and cooperative10. Never lie
  10. 10. A shorthand approach to communicating in crisiswould include the following 10 general principles1. Speak first and often2. Don’t speculate3. Go off the record at your own peril4. Stay with the facts5. Be open, concerned, not defensive6. Make your point and repeat it7. Don’t war with the media8. Establish yourself as the most authoritative source9. Stay calm, be truthful and cooperative10. Never lie

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