To prepare a client for a crisis, an agency should develop a 5-stage crisis plan including assessing possible crises, developing generic materials and communication channels, identifying spokespeople, and building pre-crisis relationships. The plan should identify a crisis communication team and clear spokesperson. When a crisis hits, the agency should issue an initial press release that tells all details fast and truthfully. Throughout the crisis, the agency must maintain clear messaging and establish media policies and procedures. After resolution, the agency should evaluate the plan's effectiveness and make improvements.

1. By
Samantha
Runyon
HOW CAN AN AGENCY
PREPARE A CLIENT
FOR A CRISIS?

2. Preparation is key!
5 stages of a crisis plan
 Pre-Crisis
 Initial
 Maintenance
 Resolution
 Evaluation
CRISIS PLAN

3. Asses the Possible Crisis
 What events or situations that your organization faces could
result in a crisis?
Develop generic messaging and materials
Identify channels of communication
Identify & train spokespeople
Build relationships with audiences & media now
PRE-CRISIS

4. Individuals who are key to the situation
Clear spokesperson and order of command
CRISIS COMMUNICATION TEAM

5. Initial press release
“Tell it all, tell if fast and tell the truth.”
“People tend to remember what they hear first and
what they hear last.”
Messaging: clear, simple, direct
INITIAL

6. Crucial during the “Maintenance” phase
Media Center
Rules & expectations of the media
Spokesperson
MEDIA POLICIES & PROCEDURES

7. How well did the plan work?
Implement measures to improve crisis plan
Develop strategies to improve the organization
EVALUATION

8. Thanks for listening!
Any questions or comments?
QUESTIONS?