Risk and Crisis Communication

AGED 3142

Definition of Crisis Communication

• Public communication to control the effects of an unpredictable event that may damage an organization and its employees, products, services, financial condition, and reputation.

Potential Crisis Points

• Controversial personnel, products, or services

• Internal conflicts

• Weak managers/poor managerial decisions

• Changing public attitudes related to the organization

Plan for the Unexpected

• Develop a team, including the top brass

• Ask “What if…” during non-crisis times

• Have a written plan in place– Delegate responsibilities

• Most importantly, determine a spokesperson

– Develop a method to call a team meeting

Plan for the Unexpected, cont’d.

• At the meeting…– Determine positioning

• Develop a simple internal statement that describes the organization’s overall viewpoint on the crisis

– “We will learn and grow from this tragedy.”

• All spokespeople must be on the same page regarding the official position

– Decide on a strategy• Do nothing• Block and delay• Respond and defend• Take the opportunity to act in the public interest

Meet the Public

• Tell it all, tell it fast, and tell the truth

• Coordinate a media area

• Have a prepared statement as soon as possible

• Follow the rules of dealing with reporters (See previous lecture)

Risk Communication• Communication that informs an audience

abut potential risks and moves them to act accordingly

• Why is communicating about risk a positive action for an organization?

– Increases the effectiveness of risk management decisions by involving concerned publics

– Improves dialogue and reduces unwarranted tension between communities and agencies

– Explains risks more effectively – Alerts communities to risk in constructive ways

Ways to Lose Trust and Credibility

• Don't involve people in decisions that directly affect their lives

• Hold onto information until people are screaming for it

• Ignore peoples' feelings

• Don't follow up

• If you make a mistake, deny it

Ways to Lose Trust and Credibility, cont’d.

• If you don't know the answers, fake it • Don't speak plain English • Present yourself like a bureaucrat • Delay talking to other agencies or people

involved • Have an employee who has trouble

relating to people, hates to do it, and has begged not to, speak to the press