The document discusses crisis communications management and outlines keys to developing an effective crisis plan. It emphasizes that crisis management should involve prevention, preparation and management of all potential crises rather than just reacting to individual incidents. An effective crisis plan establishes a crisis team, develops processes, identifies risks, crafts messages and prepares spokespeople so the organization can act instead of react when a crisis occurs. The goal is for a company's reputation to never be harmed by a crisis.

1. Crisis Communications Management
KC Ad Club
April 2, 2008

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Wimps need not applyWimps need not applyWimps need not applyWimps need not apply

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Crisis is anCrisis is anCrisis is anCrisis is an opportunityopportunityopportunityopportunity
(Will it be good or bad?)(Will it be good or bad?)(Will it be good or bad?)(Will it be good or bad?)

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Crisis
A major, unpredictable event that
has potentially negative results. The
event and its aftermath may
significantly damage an organization
and its employees, products,
services, financial condition and
reputation.

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Traditional
Crisis
Management
Reaction to
individual crises
Real
Crisis
Management
Prevention,
preparation and
management of
any and all
crises

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The Goal
The reputation of your company or
brand will never be harmed or
diminished by a crisis.

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The Objective
Real crisis management becomes a
part of the ongoing operations of
your company.

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Keys to a Crisis Plan

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1. Establish a crisis team

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1. Establish a crisis team
2. Develop the processes

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1. Establish a crisis team
2. Develop the processes
3. Identify risks

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1. Establish a crisis team
2. Develop the processes
3. Identify risks
4. Craft messages

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1. Establish a crisis team
2. Develop the processes
3. Identify risks
4. Craft messages
5. Prepare spokesperson(s)

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Result
Act instead of react

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“Hello, Media Calling”
Take immediate control of the interview
opportunity
What do they want?
What is the deadline?
You’re always “on the record.” Always.
Never “wing it” on the spot
Use your calendar as a crutch
Be prompt with the call back
The callback is not a sign of weakness

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The Message
What happened?
What does it mean?
What are we doing about it?

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Audiences
Media
Employees
Customers
Shareholders
Community
Industry

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Spokesperson
One (usually) is enough

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Hands-on

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“Those who cannot
remember the past are
condemned to repeat it.”
George Santayana (1863 - 1952),
The Life of Reason, Volume 1, 1905

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Readiness
Perceived vs. Real

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31. Jeff Risley, VP
Barkley PR
1740 Main Street
Kansas City, MO 64108
816-423-6027
jrisley@barkleyus.com
http://risleyranch.blogs.com