The document outlines strategies for effective crisis communication, emphasizing the importance of both proactive and reactive measures. Key steps include identifying potential crises, preparing clear talking points, and training spokespersons to handle media interactions effectively. Ongoing engagement with the media and adaptability during a crisis are critical for maintaining organizational reputation.

2. ERICA ALLISON
FOUNDER, PR + BRAND
STRATEGIST

3. LISTEN.
CREATE.
EMPOWER.
IMPACT.

4. CRISIS COMMUNICATION:
TIME TO BE BOTH PROACTIVE AND REACTIVE
BY

5. WHAT CONSTITUTES A
CRISIS?(Any situation that threatens the integrity or
reputation of your company or organization, usually
brought on by adverse or negative media attention.

6. CAN CREATE
THAT CRISIS?
WHOWHO

7. EVERYONE IS A JOURNALIST.

8. MEDIA EVERYONE
NEEDS A GOOD GUY
AND A BAD GUY.

9. PREVENTION
A N O U N C E O F

10. PLAN
T H E

12. YOUR TEAM
ASSEMBLE

13. KNOWLEDGE

14. WITH MEDIA
COMFORTABLE

15. A RESPECTED LEADER

16. SUBJECT
MATTER
EXPERT

17. STAKEHOLDERS
IDENTIFY

18. WHO IS
MOST AFFECTED
BY YOUR NEWS
OR SITUATION ?

19. WHO HAS THE
POTENTIAL
TO POSITIVELY OR
NEGATIVELY IMPACT
YOUR ORGANIZATION ?

20. CRISIS
POINTS
I D E N T I F Y

21. WHAT ARE THE
ISSUES WITH THE
MOST POTENTIAL TO
CAUSE CONCERN?

22. WHAT ARE THE
ISSUES THAT THE
MIGHT BE MOST
INTERESTED IN ?MEDIA

23. WHERE
ARE YOU
MOST
VULNERABLE?

24. CREATE
TALKING POINTS

26. WRITE
CLEAR, CONCISE
STATEMENTS ABOUT
THE CRISIS POINTS.

27. PREPARE
STATEMENTS

28. DRAFT A
PREPARED
STATEMENT
IN ADVANCE.

29. WITH YOUR
SHARE
TEAM

30. IF YOUR
RESPONSE TEAM
DOESN’T KNOW
WHAT TO SAY
THEY
CAN’T
RESPOND.

31. YOUR POINTS
PRACTICE

32. YOUR SPOKESPERSONS
TRAIN

33. SUBJECT
MATTER
EXPERTS
ARE NOT ALWAYS
ACCUSTOMED TO
SPEAKING WITH
THE MEDIA.

34. SYSTEM
NOTIFICATION
CREATE A

35. HAVE A
MASTER
CALL
LIST.

36. OF CALLS
ORDER
ESTABLISH

37. AND IN WHAT ORDER
TEXT, CALL, OR EMAIL
DETERMINE

38. DISTRIBUTE IT.

39. AND STICK TO IT
FINALIZE PROTOCOL

40. ANNUALLY
REVIEW & REVISE

41. WHAT
HAPPENS
WHEN
CRISIS
STRIKES?

42. LEAN ON THE PLAN

43. AND LEADERSHIP
SPOKESPERSONS
TAP THE

44. QUICKLY REVIEW
TALKING POINTS

45. DRAFT
STATEMENTS

46. TALKING
WITH THE
MEDIA

47. AND STAY AWAY FROM
A “POOR ME” STANCE
FOCUS ON
THE PEOPLE
AFFECTED

48. MODIFY IN
THE MOMENT
BASED ON NEW
INFORMATION

49. ALWAYS REMAIN
TRUTHFUL

50. FOLLOW UP

51. IN PLACE AS A RESULT
OF THE CRISIS
NEW PROTOCOLS

52. TO POLICY
TRAINING OR
MODIFICATIONS

53. WITH THE MEDIA
STAY
ENGAGED

54. DON’T WAIT
UNTIL A CRISIS
TO COMMUNICATE
WITH MEDIA

55. BUILD RAPPORT

56. PROVIDE

57. FEED THE
POSITIVE
STARVE
THE
NEGATIVE

58. IF THE CRISIS
HAPPENS HERE

59. MOVE IT
OFFLINE
ASAP
X

60. COMMUNITY SENTIMENT
MONITOR

61. STAY IN
YOUR OWN YARD.

62. ACTUALLY…
THIS TOO SHALL PASS

63. DO YOU
HAVE A
PR CRISIS