Ouhk comm6005 lecture 9 crisis communications

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Ouhk comm6005 lecture 9 crisis communications

  1. 1. DA010 - Professional Diploma in Public Relations - COMM6005EP Public Relations Presentation and Communication Skills (2011/10) Lecture 9 Crisis CommunicationsDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
  2. 2. What do we mean by crisis?
  3. 3. Risk, incident & crisis management
  4. 4. Media protocol & action hierarchy
  5. 5. Emergency Personnel Team• You – as PR manager• Spokesperson (1-2)• Phone team (talk to media)• Researcher and writer• Decision maker• Legal council, if applicable
  6. 6. First determine what’s wrong, e.g.• Human error• Clerical error• Unauthorized procedures• Inadequate supervision• Inadequate quality control• Misuse of confidential information• Errors of judgement• Inadequate standard operating procedures
  7. 7. Develop your core message• You want this message to be heard in every step of how people assimilate news
  8. 8. Prepare different version of core message for different media
  9. 9. Prepare different version of core message for different media
  10. 10. Media cycle
  11. 11. Media Statement Preparation
  12. 12. Tell everyone your core message! 1. Emergency Personnel Team 2. Board of Directors 3. Employees 4. Members 5. Other Stakeholders
  13. 13. Example – Michael Jackson• Died on 25 June, 2009
  14. 14. Crisis communications• "The world lost a kind soul who just happened to be the greatest entertainer the world has ever known," Randy Phillips, chief executive of AEG Live, said in a statement. "Since he loved his fans in life, it is incumbent upon us to treat them with the same reverence and respect after his death.“ 29 June 2009
  15. 15. Emergency crisis media interview
  16. 16. Designated Spokespersons• Must be a senior officer• Interest and empathy• Honesty and authenticity• Responsive and proactive• Open to criticism• A good story teller
  17. 17. Lack of crisis communications preparation
  18. 18. Interview skill - Bridging• Don’t Know: I don’t know, but I can tell you…• Time: That may have been the case in the past. Now we are…• Importance: That once was important. What is most important now is…• Completing: I think you would have a more complete picture if you considered…• Yes and No: No, let me explain. Yes, and furthermore…
  19. 19. 7 Must Have Elements in Your Crisis Communication Kit1. A list of the members of the crisis management team2. Contact information for key officers, spokespeople, and crisis management team members3. Fact sheets on the company, each division, each physical location, and each product offered.4. Profiles and biographies for each key manager in your company
  20. 20. 7 Must Have Elements in Your Crisis Communication Kit5. Copies of your company, division and product logos, your press release format and the scanned in signature of your CEO on disk6. Pre-written scripts answering key questions that you have generated through your crisis scenario analysis7. Contact information for each of your key media contacts both locally, nationally, and if appropriate, key financial press and analysts.
  21. 21. Key considerations
  22. 22. Crisis media strategy should…
  23. 23. Remember…
  24. 24. What NOT to do
  25. 25. Using the 10 golden rules • Outline what you think the Tokyo Electric could have done a better job in communicating this crisis to the publicCredit: Ike Pigott

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