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Information to help you prepare for a hazardous release emergency in the oil and gas industry.
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Hazard Release Emergencies:How to Develop an Effective Strategy to Prepare for and
Communicate During a Catastrophic Event
Agenda
Life Cycle
Crisis Communication Plan
Training Techniques
Determine Representation
Identifying Scenarios, Material Information
Communication and Managing the Event
What to do After the Event
Strategies and Resources
Life Cycle
Emergency Management
1. Prevention
2. Mitigation
3. Preparedness
4. Response
5. Recovery
Life Cycle - Release
Spill or release event
Disaster response
Pre-landfall
Damage Assessments
Landfall
Post-spill cleanup
Coastal restoration
Long-term recovery
Coastal and environmental engineering services
Life Cycle
Mitigation
Preparedness
Crisis Communication Plan
Elements
Pre-Crisis
Anticipate
Identify and train your communications team
Establish notification and monitoring systems
Identify and know your stakeholders
Develop holding statements
Post-Crisis
Assess the crisis situation
Finalize and adapt key messages
Post-Crisis analysis
Suggested Content
First hour response
checklist
Contacts
Injury/Fatality
Other disasters
Media
Community Relations
Safety
Past Crises
Company Background
Project Data Sheets
Foreign Language
Expertise
Social Crisis Management
“Here we are with the greatest American energy revolution
happening right before our eyes, which has already poured
untold billions of dollars into the US economy, and we are letting
our adversaries dictate the conversation and shape public perception.”
James Hahn II, Tribe Rocket
Be Proactively Social
Training Techniques
Table-Top Exercises
Determine an objective, create realistic scenario
Invite local pipeline operators to participate
Review existing procedures and assign roles
Take detailed notes during the drill
Identify takeaways and gaps
Mock Scenarios
Contained in a classroom
Full-scale production
Spokesperson Practice
Primary and Backup
Official statements
Q&A drill
Technical experts
Determine Representation
Selecting a Spokesperson
Crisis Management Team
One person
Back-up
Technical experts
Spokesperson Presentation
DO:
Use a script
Practice
Arrive early
Check equipment
Check microphone
Timing
Answer questions asked
“I will have to check that out for you – please see
me after the meeting”
Spokesperson Presentation
DON’Ts
Wing it
Tell an anecdote or joke
Speak longer than allotted time
Answer more than the questions asked
Allow one person to dominate
Identifying Scenarios, Material
Information
Scenarios
Most likely
Catastrophic
Other
Material Information
Compliance information
Storage & maintenance of info
Training
Communication and Managing the
Event
Communication
Formal conference
Web
Social
Sample News Release
A (what happened) at (location) involving (who)
occurred today at (time).
The incident is under investigation and more information is forthcoming.
Key Audiences
Employees
Community
Client
Partners
Media
Government
Contact Log
Document all calls from media
Manage callbacks
Post-crisis analysis
Media Interviews
Talking points
Anticipate questions and prepare responses
Practice
Cover controversial areas ahead of time
Media Interviews
DO
Be specific
Use analogies
Be yourself
Listen
If you don’t have an answer or can’t answer, admit it and move on.
Print Interviews
Coordinate before the interview so you are
prepared
Maintain control of interview
Set a time limit in advance
Avoid jargon
Don’t answer inappropriate questions, say - “not
an appropriate topic at this time” or “it’s
proprietary”
What to do After the Event
Post-Mortem
Crisis Team
Spokesperson & Experts
Informal/Formal review
Feedback loop
Strategies and Resources
Resources
Third-party – impartial look inside
Observe drills, scenarios, training
Frequent review depending on conditions
Resources
Crisis Management Institute
Insurance carrier and broker
Industry groups
Crisis Management experts
Thank you!
Continue the conversation –
Abby Ferri, CSP
abbyferri@gmail.com
612-567-9981
@abbyferri
Abby Ferri, CSP
+AbbyFerriCSP
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