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Marketing & Public Relations
Critical Communications:
How to address stakeholders, media
during times of crisis
A crisis communications plan will help
you respond well
• Prevent event from escalating publicly and
damaging your reputat...
Develop a thoughtful plan
• Prepare to address three biggest and most likely
crises
• Develop for each crisis baseline mes...
Develop a thoughtful plan
• Develop communications process
• Assign responsibility based on threat + potential
• Establish...
Develop a thoughtful plan
• Assign select managers to watch for brewing
crises and alert senior staff
• Identify target au...
Develop a thoughtful plan
• Describe likely crises
• Describe proper behaviors
• Provide baseline messages
• Identify cris...
Simulate a crisis
• Review potential crises with crisis team
• Simulate crisis
• Conduct workshop & practice
• Modify plan...
Crises may require press interviews
• What happened?
• How did it happen?
• Why did it happen?
• What does this mean?
• Wh...
Train, prepare for media interviews
• Why train?
• Media training helps you make the most of media
opportunities
• Improve...
Marketing & Public Relations
Critical Communications:
How to address stakeholders, media
during times of crisis
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Crisis Communications: How to Address Stakeholders and Media During Times of Crisis

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Crisis communications is important in difficult times. Get everyone on the same page quickly and avoid bigger problems.

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Crisis Communications: How to Address Stakeholders and Media During Times of Crisis

  1. 1. Marketing & Public Relations Critical Communications: How to address stakeholders, media during times of crisis
  2. 2. A crisis communications plan will help you respond well • Prevent event from escalating publicly and damaging your reputation • Minimize the negative effect, should crisis occur • Behave in a manner that provides a solid platform for the future • Be 80% ready when crisis strikes • Make life so much easer!
  3. 3. Develop a thoughtful plan • Prepare to address three biggest and most likely crises • Develop for each crisis baseline messages that • Maintain your credibility • Defend your brand • Plan what you could you say • If there’s an accident born of negligence • If there’s financial malfeasance or an FBI investigation • If there are public sexual harassment accusations against a senior official
  4. 4. Develop a thoughtful plan • Develop communications process • Assign responsibility based on threat + potential • Establish communications chain to address key audiences • Tap all channels to deliver messages quickly • Consider pre-written copy for • Websites • News releases • Stakeholder alerts
  5. 5. Develop a thoughtful plan • Assign select managers to watch for brewing crises and alert senior staff • Identify target audiences • Top management, board • Employees • Residents • Other agencies, departments • Vendors
  6. 6. Develop a thoughtful plan • Describe likely crises • Describe proper behaviors • Provide baseline messages • Identify crisis management team • Identify spokespeople • Establish communication processes
  7. 7. Simulate a crisis • Review potential crises with crisis team • Simulate crisis • Conduct workshop & practice • Modify plan, baseline messages, as required • Update, engage appropriate principals who may not be on crisis team • Prepare to deal with media
  8. 8. Crises may require press interviews • What happened? • How did it happen? • Why did it happen? • What does this mean? • Who is to blame? • Can it happen again?
  9. 9. Train, prepare for media interviews • Why train? • Media training helps you make the most of media opportunities • Improve comfort level • Manage time, space • Help reporter • Practice telling your story
  10. 10. Marketing & Public Relations Critical Communications: How to address stakeholders, media during times of crisis

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