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Crisis Communication Plan

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Beth Wilson
Beth Wilson

How to deal with the media after a failure. Guidelines for development of a crisis management program with details for everyone in the company to understand the importance and value of the plan.

Business
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Creating a Crisis Communication Plan
By definition… A crisis is an unexpected and detrimental situation or event. Primary objectives: respond quickly, efficiently, effectively, and in a premeditated way
Tell it ALL Tell it FAST Tell the TRUTH!
Effective Strategies • Maintain connectivity • Be readily accessible to the news media • Show empathy for the people involved • Streamline communication processes
Effective Strategies • Maintain information security • Ensure uninterrupted audit trails • Support multi-channel communications • Remove dependencies on paper-based processes
How They Work… Two-fold: Preparation, Response • To prepare: detailed Crisis Communication Plan  More likely to respond quickly  Take immediate steps to control message  Successfully regain public’s trust • Insurance policy for the long-term health of your organization
Chief Components of a Good Plan
Crisis Communication Team • CEO • Head of Public Relations • Vice Presidents, Managers of key departments • Safety or Security Officer • Company lawyers
Internal Communication Plan • Media Strategy  People remember what they hear first and last  Designate an official spokesperson  Technical experts  engineer, financial expert  Press releases  Practice media questions, interview scenarios
Internal Communication Plan, cont’d •List of potential witnesses •Fact sheets and other documents  engineering, insurance info
During a Communication Crisis • Ensure safety of all involved • Internal statements to all employees • Determine when to go public  “Tell it all; tell it fast” • Send out press release covering who, what, when, where of the crisis
Press Conference • Media’s job to report latest info available • Hand out fact sheets and previous press releases • From the victim’s perspective…respond in a way that is sensitive to their needs • Never comment or speculate when facts aren’t yet clear
Blogging • Several advantages over traditional media:  Immediate  Near real-time coverage  Humanize your organization  Public can make comments & ask questions
After a Communication Crisis • Compensate victims. Act quickly to provide restitution. • Make a bold commitment to ensure errors will never happen again. • Go public with self-assessment.
 Step back and think about your customers. Consider how the crisis may be affecting them and what kind of resolution they’ll expect .  Own It. Admit your mistakes right away. Proactivity is essential. Answer questions before they are asked. Admit to the problem.  Apologize, apologize, apologize…and listen. Give an honest, simple, sincere apology. Be prepared to listen and listen well.  Do the right thing. Fix it – fast! Make sure customers know you’re fixing it, how you’re fixing it, and when you’ll show them Retaining tangible evidence. Brand  Move On. Once resolved, let it go and move on. It’s crucial to thank and reward loyal Loyalty customers.  Rebuild your brand’s image. Look for opportunities – locally, regionally, nationally
Thank You! Beth Wilson Mahaffey Fabric Structures www.fabricstructures.com

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Crisis Communication Plan

  • 2. By definition… A crisis is an unexpected and detrimental situation or event. Primary objectives: respond quickly, efficiently, effectively, and in a premeditated way
  • 3. Tell it ALL Tell it FAST Tell the TRUTH!
  • 4. Effective Strategies • Maintain connectivity • Be readily accessible to the news media • Show empathy for the people involved • Streamline communication processes
  • 5. Effective Strategies • Maintain information security • Ensure uninterrupted audit trails • Support multi-channel communications • Remove dependencies on paper-based processes
  • 6. How They Work… Two-fold: Preparation, Response • To prepare: detailed Crisis Communication Plan  More likely to respond quickly  Take immediate steps to control message  Successfully regain public’s trust • Insurance policy for the long-term health of your organization
  • 7. Chief Components of a Good Plan
  • 8. Crisis Communication Team • CEO • Head of Public Relations • Vice Presidents, Managers of key departments • Safety or Security Officer • Company lawyers
  • 9. Internal Communication Plan • Media Strategy  People remember what they hear first and last  Designate an official spokesperson  Technical experts  engineer, financial expert  Press releases  Practice media questions, interview scenarios
  • 10. Internal Communication Plan, cont’d •List of potential witnesses •Fact sheets and other documents  engineering, insurance info
  • 11. During a Communication Crisis • Ensure safety of all involved • Internal statements to all employees • Determine when to go public  “Tell it all; tell it fast” • Send out press release covering who, what, when, where of the crisis
  • 12. Press Conference • Media’s job to report latest info available • Hand out fact sheets and previous press releases • From the victim’s perspective…respond in a way that is sensitive to their needs • Never comment or speculate when facts aren’t yet clear
  • 13. Blogging • Several advantages over traditional media:  Immediate  Near real-time coverage  Humanize your organization  Public can make comments & ask questions
  • 14. After a Communication Crisis • Compensate victims. Act quickly to provide restitution. • Make a bold commitment to ensure errors will never happen again. • Go public with self-assessment.
  • 15. Step back and think about your customers. Consider how the crisis may be affecting them and what kind of resolution they’ll expect .  Own It. Admit your mistakes right away. Proactivity is essential. Answer questions before they are asked. Admit to the problem.  Apologize, apologize, apologize…and listen. Give an honest, simple, sincere apology. Be prepared to listen and listen well.  Do the right thing. Fix it – fast! Make sure customers know you’re fixing it, how you’re fixing it, and when you’ll show them Retaining tangible evidence. Brand  Move On. Once resolved, let it go and move on. It’s crucial to thank and reward loyal Loyalty customers.  Rebuild your brand’s image. Look for opportunities – locally, regionally, nationally
  • 16. Thank You! Beth Wilson Mahaffey Fabric Structures www.fabricstructures.com