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Managing Your Next Crisis - The Power of 7

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This presentation is from the Kansas PRSA Chapter's Professional Development Day April 28, 2015.

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Managing Your Next Crisis - The Power of 7

  1. 1. The Power of 7 Managing your Next Crisis Kansas PRSA April 28, 2015
  2. 2. On the Road with SeaWorld
  3. 3. Crisis Planning – Sure You’re Ready?
  4. 4. Not “If” but “When” A Crisis is Inevitable for Every Organization
  5. 5. Ask Questions • Is There a Plan? • Who Will Manage that Plan? • How Will You Contact Your Team? • Are Roles and Responsibilities Defined? • Where Will you Assemble? • Who is the Spokesperson? • What happens when the power goes out?
  6. 6. Be A Planner Preparation Makes Good Business Sense
  7. 7. Get Prepared • Get to know the “operational” crisis plan • Use it to create a communications plan • Create a call-back list or get an alert service • Have leadership conversations • Test EVERYTHING • Find and fix your weak spots
  8. 8. Time Constraints in a 24/7 Media World
  9. 9. Build a Bridge
  10. 10. Alert Gather Communicate Evaluate Change Crisis Management Cycle
  11. 11. Learn From Your Mistakes
  12. 12. Turn a Threat into An Opportunity Preserve Your Business and its Reputation
  13. 13. Role of the PR Practitioner • Coach • Critic • Proofreader • Counselor • Timekeeper
  14. 14. 7 Deadly Sins of Companies in Crisis Don’t Do This!
  15. 15. Unprepared Costa Concordia • Erosion of Plan Response • Culture Clash • Confusion Photo-Credit-Rvongher-@-Wikimedia-Creative-Commons-attribution- Share-Alike-3.0
  16. 16. Arrogant Tony Hayward, Gulf Oil Spill • Disconnected CEO • Culture Clash (again?) • Lost sight of big picture
  17. 17. Reactive Nestle Brand Rules • Too close to situation • Backhand comment • Wrong time to defend your brand
  18. 18. Indecisive Houston Evacuation Plan • What plan? • Crisis of leadership • Public perception
  19. 19. Insensitive Asiana Airline Crash • Jumping the gun • Culture clash (again?) • Lack of emotion
  20. 20. Distant Penn State Abuse Scandal • Was the college in disbelief? • Tenuous position • No message mastery
  21. 21. Evasive Politicians • Sneaky • Protective • Not ready to admit fault
  22. 22. 7 Heavenly Acts of Companies in Crisis Do This!
  23. 23. Prepared • Leadership role • Speedy delivery • Empathetic to audiences
  24. 24. Empathetic Southwest Airlines • Helping a colleague • Connecting customers • Take the high road
  25. 25. Connected Bluebell Ice Cream Recall • Humble • Swift • Ready to respond
  26. 26. Mindful KitchenAid Channel Confusion • Acknowledging humanity • Admitting mistake • Containing fallout
  27. 27. Empowered Etch-A-Sketch • Measured responses • Used humor to effect • Did not bring out “brand enforcer”
  28. 28. Authoritative Tylenol Poisoning • Acted in public interest • Unconcerned about impact on revenue • Swift ***Still the gold standard 30+ years later
  29. 29. Transparent Boston Police Dept • Acted in public interest • Frequent updates • Calming influence
  30. 30. FREE Download Go to http://stepincomm.com
  31. 31. Questions and Answers
  32. 32. Fran Stephenson franstep09@gmail.com http://stepincomm.com @fransteps on Twitter

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