Crisis communication

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Shane Carpenter Strategic Communication

This is a presentation that I delivered to the Foundations of Public Relations class at Boise State University.

Crisis Communication
Function of Public Relations
Public Relations is interested in creating
relationships with the public
Goodwill
Impacts duration of crisis
Reduce or eliminate the damage done to the org
http://twitter.com/bpglobalpr

Crisis communication should be part of a
Crisis Management Plan

Crisis
What’s a crisis?
A major occurrence with a potentially negative
outcome affecting the organization, company,
or industry, as well as its publics, products,
services or good name
Can occur at anytime regardless of the
type or size of the org
Key threat
Damage to the reputation of the org

Causes of Crisis
Text:
Actsof God
Mechanical Problems
Human Errors
Management Decisions/Indecisions
What else?

Information that should be
addressed
What should those affected do?
Help those affected cope with the
crisis
Info that can be used to help
conceive an image about the org

Three possible results of a
crisis
Theorg is put out of business, sued,
key execs charged with crimes
Enron
Accounting scandal
Company liquidated
Arthur Anderson

Three possible results of a
crisis
Org exists but has lost some image
and respect; maybe a great deal of
financial position
BP
Damage to image
Stock

Three possible results of a
crisis
Orgseen favorably or even more
favorably
Apple
iPhone
Financial
results not impacted
Image remains intact

Public Opinion
Thepublic perceives the truth to be
whatever public opinion says
Incourt of public opinion, a person or
org is guilty until proven innocent
Affect Public Opinion
Provide proof that the prevailing “truth”
is not factual or wholly factual
If at fault, own it

All Tools Available
Community Relations
Consumer Relations
Employee Relations
Investor Relations
Government Relations
Media Relations

Media
Cooperation
Types of Responses
We know and here’s all the info
We don’t know everything at this time. Here’s
what we do know. We’ll find at more and tell you
We have no idea, but we’ll find and tell you
Give them everything they need
One spokesperson
Usually the CEO

Tony Hayward
http://www.youtube.com/watch?v=KKcrDai

Activity
You work in Public Relations for a tech company.
The CEO calls you in and tells you that the
company’s newest product has a flaw that could
seriously impact the consumer. However, this flaw
will impact less than 2% of users. To pull the
product from the market would have a major
impact to the company’s financial results for a
minimum of two years. What course of action
would you recommend to the CEO? Include the
steps that you might take.

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Crisis communication

1. Crisis Communication

2. Crisis Communication Function of Public Relations Public Relations is interested in creating relationships with the public Goodwill Impacts duration of crisis Reduce or eliminate the damage done to the org http://twitter.com/bpglobalpr Crisis communication should be part of a Crisis Management Plan

3. Crisis What’s a crisis? A major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services or good name Can occur at anytime regardless of the type or size of the org Key threat Damage to the reputation of the org

4. Causes of Crisis Text: Actsof God Mechanical Problems Human Errors Management Decisions/Indecisions What else?

5. Information that should be addressed What should those affected do? Help those affected cope with the crisis Info that can be used to help conceive an image about the org

6. Three possible results of a crisis Theorg is put out of business, sued, key execs charged with crimes Enron Accounting scandal Company liquidated Arthur Anderson

7. Three possible results of a crisis Org exists but has lost some image and respect; maybe a great deal of financial position BP Damage to image Stock

8. Three possible results of a crisis Orgseen favorably or even more favorably Apple iPhone Financial results not impacted Image remains intact

9. Public Opinion Thepublic perceives the truth to be whatever public opinion says Incourt of public opinion, a person or org is guilty until proven innocent Affect Public Opinion Provide proof that the prevailing “truth” is not factual or wholly factual If at fault, own it

10. All Tools Available Community Relations Consumer Relations Employee Relations Investor Relations Government Relations Media Relations

11. Media Cooperation Types of Responses We know and here’s all the info We don’t know everything at this time. Here’s what we do know. We’ll find at more and tell you We have no idea, but we’ll find and tell you Give them everything they need One spokesperson Usually the CEO

12. Tony Hayward http://www.youtube.com/watch?v=KKcrDai

13. Activity You work in Public Relations for a tech company. The CEO calls you in and tells you that the company’s newest product has a flaw that could seriously impact the consumer. However, this flaw will impact less than 2% of users. To pull the product from the market would have a major impact to the company’s financial results for a minimum of two years. What course of action would you recommend to the CEO? Include the steps that you might take.

Editor's Notes

High Level Overview. Not going to cover the info book. Hopefully you have read it. CMP in book. Talks about things such as having a designated spokesperson, having a central media or information center, etc.
Rumors, Social Media. Apple example. Many different types of crisis.
What’s used will be determined by the crisis.

Crisis communication

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Editor's Notes