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Crisis Communication

A crisis is unpredictable but not unexpected

- Timothy Combs

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Crisis: A working definition

Definition of crisis is subjective, based onperception of:

threat to one or more of an individuals or organizations

basic values or missions,

finite time to make decisions and take action, and

lack of standard operating procedures

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Types of Crises

Natural disasters

Malevolence

Technical breakdowns

Human breakdowns Challenges

Megadamage

Organizational misdeeds

Workplace violence

Rumors

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The Impact of Crisis on Individuals

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Intense or Prolonged Stress

Which leads to:

Difficulty thinking clearly

Dwelling on meaningless activities

Tunnel vision

Expressing hostility or numbness

Impulsiveness

Feeling incompetent Reduced ability to retain information

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Pre-crisis Planning

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Objective

Prevent or lessen the negative outcomes of a crisis

and thereby protect the organization, stakeholders,

and/or industry from damage

Monetary loss

Reputation loss

Identity altered

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Scanning

Definition - Looking out for potential sources of

crises

Industry-wide issue analysis

Organization specific issue analysis

Risk assessment (implicit issues)

Stakeholder relationships

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Assessing situation

Evaluate issues in two dimensions

likelihood impact

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Develop Crisis Management Plan

What is it?

A potential action plan

Used during the crisis

Focuses on how-to

What it is not?

Overly detailed Rigid

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Selecting the CMT

A cross-functional group who have beendesignated to handle ANY crisis

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Characteristics of a good CMT

Work together (conflict mgt)

Apply the CMP (manage stress)

Listen to others

Make the right decisions

Communicate proactively

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Typical roles

Legal

Security/safety

PR

Operations

Top Management (CEO)

Victim manager

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Selecting Spokespersons

Principle - One voice is more important than one

person

Role - Manage the accuracy & consistency of the

messages coming from the organization

Communication should be guided by the 5 Cs:

Concern, clarity, control, confidence, & competence

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Five Keys to Effective Communication in a Crisis

Clarity

Repetition

Honesty

Empathy

Efficacy (Give them something to do)

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Why clarity? Why repetition?

- Because people are stressed.

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Why Empathy?

- Because people are afraid or angry.

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Why honesty?

- Because there is a threat.

- Because you need to build trust.

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Why efficacy?

- Because action is the antidote to fear.

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Skills of the spokesperson

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Appear pleasant on camera (visual, nonverbal) Answer questions effectively

Dont argue with reporters

Avoid no comment comment (65% believe no comment = guilty

Challenge incorrect informationAssess assumptions of questions

Legitimize

Present information clearly

Avoid jargon

Provide structure

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Remember.

In very high visibility instances, a single

spokesman is the most effective to ensure the

message is consistent

Also, the most obvious person for spokesman

is not always the best choice.

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Strategic options

Full apology and corrective action - misdeeds

Corrective action

Ingratiation (remind audiences of the org. past good deeds)

Justification - minimize or no serious problems Excuse - no control, no bad intentions

Denial - no crisis exists

Attack the accuser - confront, threaten, lawsuit

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Remember to..

Follow-up on information requests

Communicate with stakeholders

Inform people about corrective actions

Talk about financial implications

Continue expressing compassion

Continue tracking issues, risks, etc.

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Assemble the facts:

What happened?

Who did it impact? Why wasnt this prevented?

What are we doing about it?

What are our strengths and weaknesses?

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Next . . .

Craft your main message. Decide what you

want people to remember

Message needs to be clear Message needs to be concise

And SHORT!!!!! 28 words or so

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If YOU are the one talking . . .

Use common sense

Dont speculate. Its fine to say, I wish we knew moreor Were working to determine what happened.

Dont feel compelled to give an interview justbecause a reporter calls.

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Also . . .

Be empathetic and caring:

1. Remember to acknowledge others feelings

2. Use phrases such as Were sorry or Wefeel terrible.

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Finally . . .

Stay on message with phrases such as:

Whats important to remember

I cant answer that question, but I can tell you

Before I forget, I want to tell your viewers Let me put that in perspective

And my favorite: I wouldnt characterize it that way -instead

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Summarizing

Warnings dont get

headlines, crises do.

Anderson Cooper

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Remember: Fortune favors the prepared mind.- Louis Pasteur

Thank you!