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Defining Moments
Developing media plans and strategies
for crises and emergencies
Susan Eileen Day
Action Global Communications
29 May 2013
Defining the team
Who’s who?
• Big boss
▫ Probably not the BIG BOSS
▫ Best able; not highest title
• Inner circle
▫ Who needs to be involved
immediately?
▫ Who will help decide if the
problem is a crisis?
• Spokesperson(s)
• Primary participants
▫ Involved in all crisis comm plans
• Secondary participants
▫ Involved in some crisis comm
plans “The Scream” Edvard Munch
Defining crisis vis-à-vis a crisis
communications plan
“The Thinker” Auguste Rodin
When is a crisis YOUR crisis?
• A specific, unexpected, and
nonroutine event or series of
events that create high levels of
uncertainty and simultaneously
present an organisation threats to
its high-priority goals
• Chinese: dangerous opportunity
• Define the triggers that will shift
the organisation from “challenge
management” to “crisis
management”
Defining ALL potential crises
No potential crisis is too small
“Christ in limbo” Hieronymus Bosch
• This effort takes the broadest
group – a rep from every
sector should be involved in
brainstorming
• Also be sure to include OPC –
other people’s crises
(Bangladesh garment factories
closed down for 4 days for
protests)
• In this process can you shift
any from potential crisis to
predictable? (Greek air traffic
controllers strikes)
Defining ALL potential stakeholders
No stakeholder is too minor
• Again, you need reps from
every division/department
brainstorming on this
• You got employees; did you
think about pensioners?
former employees, particularly
those closely associate with the
company?
• In banking, you probably
thought regulators; did you
think rating agencies?
• Did you think about peer
companies? “Ship of Fools”
Hieronymus Bosch
Defining specific crisis categories
Making big lists manageable
“The nine circles of Hell”
Arnaldo Pomodoro Foundation
• Natural disaster (tsunami)
• Technology-driven disaster (not
just IT; think BP in Gulf)
• Malevolence (Tylenol)
• Organisational Misdeeds
(insider trading)
• Confrontation (Arab boycott)
• Work-based violence (Postal)
• Rumours (Coca-Cola)
• Man-made disasters (terrorist
attacks)
• Company/Industry appropriate
(financial, maritime, labour,
distribution, supply chain)
Defining how the crisis communications plan
integrates with the crisis management plan
Two have to be one . . .
“Picasso drawing” Pirouline
• Double check personnel
allocation
• Space (including loos and
sightlines)
• Resources
▫ Fax machine, other
equipment
▫ Internet access, phone lines
▫ Security
▫ Support staff
Defining initiation process
When is it time to launch?
“Clocks” Salvadore Dali
• “If you’re not quick, you’re not
relevant!”
• Who pushes the first domino?
• Who does he/she tell and
how?
• Is the lawyer moving fast
enough?
• What happens if a stakeholder
gets ahead of the story?
Defining progression of implementation
Crisis Comms is launched . . .
“Noah’s Ark” Edward Hicks
• All the dominos falling as
planned?
• Who’s supervising/managing?
• What’s the back-up plan if a
component isn’t working?
• How’s the flow of information?
• Is the multi-spokesperson
coordination working?
Defining follow-up strategy and
implementation
Crisis is over; the work isn’t
“The Cat in a Hat” Dr. Seuss
• In the aftermath, what do you
do?
• Did you leave any questions
unanswered?
• Have interviews been
promised?
• Do you need to have a debrief
with other groups?
• Can you build on/grow from
the crisis?
Defining preparation for next crisis
What can be done better?
WWF
• Were you perceived as the
victim, the villian or neither?
• Was your holding statement
enough?
• Did you anticipate the bulk of
the questions? Should any new
ones be added to the prep list?
• Were all the numbers up to
date?
• Were all the jobs done and
done well?

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Susan day

  • 1. Defining Moments Developing media plans and strategies for crises and emergencies Susan Eileen Day Action Global Communications 29 May 2013
  • 2. Defining the team Who’s who? • Big boss ▫ Probably not the BIG BOSS ▫ Best able; not highest title • Inner circle ▫ Who needs to be involved immediately? ▫ Who will help decide if the problem is a crisis? • Spokesperson(s) • Primary participants ▫ Involved in all crisis comm plans • Secondary participants ▫ Involved in some crisis comm plans “The Scream” Edvard Munch
  • 3. Defining crisis vis-à-vis a crisis communications plan “The Thinker” Auguste Rodin When is a crisis YOUR crisis? • A specific, unexpected, and nonroutine event or series of events that create high levels of uncertainty and simultaneously present an organisation threats to its high-priority goals • Chinese: dangerous opportunity • Define the triggers that will shift the organisation from “challenge management” to “crisis management”
  • 4. Defining ALL potential crises No potential crisis is too small “Christ in limbo” Hieronymus Bosch • This effort takes the broadest group – a rep from every sector should be involved in brainstorming • Also be sure to include OPC – other people’s crises (Bangladesh garment factories closed down for 4 days for protests) • In this process can you shift any from potential crisis to predictable? (Greek air traffic controllers strikes)
  • 5. Defining ALL potential stakeholders No stakeholder is too minor • Again, you need reps from every division/department brainstorming on this • You got employees; did you think about pensioners? former employees, particularly those closely associate with the company? • In banking, you probably thought regulators; did you think rating agencies? • Did you think about peer companies? “Ship of Fools” Hieronymus Bosch
  • 6. Defining specific crisis categories Making big lists manageable “The nine circles of Hell” Arnaldo Pomodoro Foundation • Natural disaster (tsunami) • Technology-driven disaster (not just IT; think BP in Gulf) • Malevolence (Tylenol) • Organisational Misdeeds (insider trading) • Confrontation (Arab boycott) • Work-based violence (Postal) • Rumours (Coca-Cola) • Man-made disasters (terrorist attacks) • Company/Industry appropriate (financial, maritime, labour, distribution, supply chain)
  • 7. Defining how the crisis communications plan integrates with the crisis management plan Two have to be one . . . “Picasso drawing” Pirouline • Double check personnel allocation • Space (including loos and sightlines) • Resources ▫ Fax machine, other equipment ▫ Internet access, phone lines ▫ Security ▫ Support staff
  • 8. Defining initiation process When is it time to launch? “Clocks” Salvadore Dali • “If you’re not quick, you’re not relevant!” • Who pushes the first domino? • Who does he/she tell and how? • Is the lawyer moving fast enough? • What happens if a stakeholder gets ahead of the story?
  • 9. Defining progression of implementation Crisis Comms is launched . . . “Noah’s Ark” Edward Hicks • All the dominos falling as planned? • Who’s supervising/managing? • What’s the back-up plan if a component isn’t working? • How’s the flow of information? • Is the multi-spokesperson coordination working?
  • 10. Defining follow-up strategy and implementation Crisis is over; the work isn’t “The Cat in a Hat” Dr. Seuss • In the aftermath, what do you do? • Did you leave any questions unanswered? • Have interviews been promised? • Do you need to have a debrief with other groups? • Can you build on/grow from the crisis?
  • 11. Defining preparation for next crisis What can be done better? WWF • Were you perceived as the victim, the villian or neither? • Was your holding statement enough? • Did you anticipate the bulk of the questions? Should any new ones be added to the prep list? • Were all the numbers up to date? • Were all the jobs done and done well?