“Staying Ahead of the Game:
The Steps to Effective Crisis Communications
Planning”
Today’s Presentation
• Anne Sceia Klein, APR, Fellow PRSA, President, Anne Klein Communications Group, LLC
– Building an Effective Crisis Communications Plan
• Irv Lipp, Principal, LippService LLC
– Preparing for Crisis Communications: Running Drills
• David Weiner, Senior Account Supervisor, PR Newswire
– The Role of Social Media in Crisis Communications
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Building EffectiveCrisis Communications
Plans
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
A crisis should not come as a
surprise
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
“It can’t happen here.”
“Yes, it can!”
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Preparing for a crisis
Plan ahead.
Know your role.
Understand your organization’s vision, mission and values.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
The first steps
CEO/Leadership buy-in.
Convene a planning team.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Play the “what if” game
What could happen?
How likely is it?
How big an impact?
What keeps you awake at night?
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
What would you do?
The “Right Thing.”
Your first response.
The media’s “Golden Hour.”
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Express caring and concern
FIRST!
Then use your prepared initial response.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Identify
Key audiences and contacts.
Executive spokespersons.
Technical spokespersons.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Get presentationand media training
Practice with drills.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Organize backup material
Organization key messages.
Q&As.
White papers.
Fact sheets.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Remember
24-hour news cycle.
Instantaneous news on the Internet.
Have crisis Web site ready.
Have a toll-free number ready.
Have e-mail address ready for Q&As.
Monitor blogs, tweets, etc.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Media Center
Pre-select location
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
When the crisis occurs
Start talking.
Position the organization.
Put things in perspective.
Set the right tone.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Talk to your closest friends first
Use your key messages.
Don’t let silence or rumor fill the void.
Distribute new information immediately.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Keep the pipeline open
Rapid response strategies.
Two-way communications.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
The goal
Win in the court of public opinion.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
After the crisis
Thank you.
Response to victim and families.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Don't forget
Write everything down during planning phase.
Have plan available in multiple formats:Thumb drive
Company Intranet
CD
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Don’t forget
Back up electronics with hard copy.
Get plan pre-approved by legal.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Questions to ask yourself
How will you and your team get called?
Are there checklists to call key staffers?
Do receptionists, operators and security know what do to?
Do key people know who the spokespersons are?
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Words of Wisdom
Don’t lie.
Do the right thing.
Copyright 2009 Anne Klein Commu-nications Group, LLC. All Rights Reserved.
Anne Sceia KleinPresident,
Anne Klein Communications Group, LLC
www.annekleincg.com856-866-0411
Crisis Management ExerciseCrisis Management Exercise
Or, Are You Ready ?Or, Are You Ready ?
Why, How and When?
LippService, LLCWilmington, DE
LippService, LLCWilmington, DE
The Events of 9/11 Proved Value of The Events of 9/11 Proved Value of DrillingDrilling
The chairman asked one simple question on The chairman asked one simple question on 9/11/01 when the corporation’s Crisis 9/11/01 when the corporation’s Crisis
Management Committee was convened at 10:15 Management Committee was convened at 10:15 a.m.a.m.
He said, “Where are the Crisis Management He said, “Where are the Crisis Management Principles?”Principles?”
He knew the success of his management team He knew the success of his management team depended on using the principles!depended on using the principles!
HE LEARNED THAT FROM DRILLING!HE LEARNED THAT FROM DRILLING!
LippService, LLCWilmington, DE
To Understand a DrillTo Understand a Drill
WILL TAKE YOU THROUGH THE WILL TAKE YOU THROUGH THE ACTUAL INSTRUCTIONS OF A ACTUAL INSTRUCTIONS OF A
DRILL.DRILL.
YOU WILL SEE THE VALUE OF A YOU WILL SEE THE VALUE OF A DRILL!DRILL!
TO DRILL: YOU GOTTA HAVE A TO DRILL: YOU GOTTA HAVE A PLAN!PLAN!
LippService, LLCWilmington, DE
Objectives of a Drill (BE SPECIFIC)Objectives of a Drill (BE SPECIFIC)
Validate capability of Small Business or Validate capability of Small Business or Corporation to coordinate an effective Corporation to coordinate an effective response to a simulated crisisresponse to a simulated crisis
Validate understanding of command and control Validate understanding of command and control structure and concept of operationsstructure and concept of operations
Validate understanding of roles and Validate understanding of roles and responsibilitiesresponsibilities
Validate understanding of the meet and manage Validate understanding of the meet and manage processprocess
LippService, LLCWilmington, DE
Objectives (continued)Objectives (continued)
Assess information flow and frequency of Assess information flow and frequency of briefings between the Crisis Management briefings between the Crisis Management Committee (CMC) and established or ad hoc Committee (CMC) and established or ad hoc crisis teams crisis teams
Assess information flow and frequency of Assess information flow and frequency of briefings between Strategic Business Units briefings between Strategic Business Units (SBUs) and Regional Offices/Staff, applicable(SBUs) and Regional Offices/Staff, applicable
Assess ability to manage the unexpected.Assess ability to manage the unexpected.
LippService, LLCWilmington, DE
Date, Time & Duration, LocationDate, Time & Duration, Location
One day of drilling and evaluationOne day of drilling and evaluation
Europe (London, Paris)DavenportChicago
Europe (London, Paris)DavenportChicago
Unannounced exerciseWill take place in the first half of “XX year”
Unannounced exerciseWill take place in the first half of “XX year”
LippService, LLCWilmington, DE
SimulationSimulation
Participants will be asked to carry out response Participants will be asked to carry out response activities to a simulated crisisactivities to a simulated crisis
Simulators are role-players acting out the roles of Simulators are role-players acting out the roles of non-participating individuals or organizationsnon-participating individuals or organizations
Simulators are technically knowledgeable about Simulators are technically knowledgeable about the areas they are simulatingthe areas they are simulating
Simulators use pre-scripted messages by Simulators use pre-scripted messages by telephone or other communications means, or telephone or other communications means, or spontaneous reactions to Participantsspontaneous reactions to Participants
LippService, LLCWilmington, DE
ParametersParameters
Full use of plans and proceduresFull use of plans and procedures
No mobilization or external costs No mobilization or external costs
Calls limited to drill participantsCalls limited to drill participants
No calls to persons or organizations outside of No calls to persons or organizations outside of Company and its Business UnitsCompany and its Business Units
Use drill telephone directory for simulation numbers Use drill telephone directory for simulation numbers and contact infoand contact info
LippService, LLCWilmington, DE
BackgroundBackground
Background InformationBackground Information
Utilize currently known or anticipated events, activities, and Utilize currently known or anticipated events, activities, and informationinformation
LippService, LLCWilmington, DE
BackgroundBackground
ParticipantsParticipants
Corporate Crisis Management Team (CMT)Corporate Crisis Management Team (CMT)
Corporate Crisis Advisory Teams (CATs)Corporate Crisis Advisory Teams (CATs)
European Regional Crisis Team (Brussels)European Regional Crisis Team (Brussels)
Subsidiary Crisis Response Team and Leadership Team Subsidiary Crisis Response Team and Leadership Team (Davenport, Iowa)(Davenport, Iowa)
Subsidiary European Regional Crisis Response Team Subsidiary European Regional Crisis Response Team (Paris and London)(Paris and London)
Biosolutions Enterprise European Regional Coordinator Biosolutions Enterprise European Regional Coordinator (Paris)(Paris)
LippService, LLCWilmington, DE
BackgroundBackground
Simulated Simulated
All other non participating company groups, including:All other non participating company groups, including:
Support Functions and Business UnitsSupport Functions and Business Units
Plants or units not involvedPlants or units not involved
All external groups (e.g., Customers; Financial Community; All external groups (e.g., Customers; Financial Community; Media, Political and Regulatory officials; Contractors; Media, Political and Regulatory officials; Contractors; General Public, etc.)General Public, etc.)
LippService, LLCWilmington, DE
Participant Guidelines – This is CriticalParticipant Guidelines – This is Critical
During During
Participate as realParticipate as real
Response should reflect realistic implementation timeResponse should reflect realistic implementation time
Communications only through agreed means (phone, email, Communications only through agreed means (phone, email, crisis management database, fax, face-to-face)crisis management database, fax, face-to-face)
Act in accordance with organization policy, plans and Act in accordance with organization policy, plans and procedures; never jeopardize safetyprocedures; never jeopardize safety
Contact Simulation Cell to reach all non-playing groups or Contact Simulation Cell to reach all non-playing groups or personspersons
LippService, LLCWilmington, DE
Participant GuidelinesParticipant Guidelines
DuringDuring
Use telephone directory provided (call “OTHER” number at Use telephone directory provided (call “OTHER” number at the bottom of the directory if in doubt who to call)the bottom of the directory if in doubt who to call)
Answer Controller/Evaluator questionsAnswer Controller/Evaluator questions
Accept all messages and scenario information as realAccept all messages and scenario information as real
LippService, LLCWilmington, DE
Participant GuidelinesParticipant Guidelines
AfterAfter
Provide Controller/Evaluator with all Exercise materialsProvide Controller/Evaluator with all Exercise materials
Complete Participant Evaluation FormComplete Participant Evaluation Form
Participate in debriefing sessionParticipate in debriefing session
List positive performance as well as items for improvementList positive performance as well as items for improvement
LippService, LLCWilmington, DE
Participant DebriefingsParticipant Debriefings
AssessAssess
Participant and organizational structureParticipant and organizational structure
DecisionsDecisions
Adequacy of plans and proceduresAdequacy of plans and procedures
Areas of improvement and recommendationsAreas of improvement and recommendations
Specific comments on exercise conductSpecific comments on exercise conduct
LippService, LLCWilmington, DE
Real EventsReal Events
In the event of an actual emergency or crisis:In the event of an actual emergency or crisis: Participants will complete appropriate emergency notifications Participants will complete appropriate emergency notifications
by stating “THIS IS NOT AN EXERCISE”by stating “THIS IS NOT AN EXERCISE”
Notify the nearest Controller/Evaluator Notify the nearest Controller/Evaluator
Response to an actual event will take priority over drill Response to an actual event will take priority over drill activitiesactivities
LippService, LLCWilmington, DE
Real EventsReal Events
For real medical emergencies:For real medical emergencies: Dial Security at (in US)Dial Security at (in US)
(In Europe and Des Moines) use standard notification (In Europe and Des Moines) use standard notification proceduresprocedures
For real media inquiries:For real media inquiries: Contact Media Relations at Contact Media Relations at
(In Europe) contact (In Europe) contact
(In Des Moines) contact (In Des Moines) contact
LippService, LLCWilmington, DE
Golden Rule #1Golden Rule #1
““It doesn’t do to leave a live dragon out It doesn’t do to leave a live dragon out
of your calculations if you happen to live of your calculations if you happen to live
near one.”near one.”
— — The HobbitThe Hobbit
J.R.R. TolkienJ.R.R. Tolkien
LippService, LLCWilmington, DE
Media’s Four Act DramaMedia’s Four Act Drama
What happened?What happened?
Who’s to blame?Who’s to blame?
What went wrong?What went wrong?
How was the crisis managed?How was the crisis managed?
LippService, LLCWilmington, DE
““We must indeed all hang together, or, We must indeed all hang together, or, most assuredly, we shall all hang most assuredly, we shall all hang separately.”separately.”
--Benjamin Franklin--Benjamin Franklin
Golden Rule #2
LippService, LLCWilmington, DE
How To Avoid Looking Like the Villain?How To Avoid Looking Like the Villain?
Rapid, real-time Rapid, real-time communicationscommunications
An effective message targeted An effective message targeted to key audiencesto key audiences
A credible spokespersonA credible spokesperson
LippService LLCWilmington, DE
How to Work with the News Media
Usually your PR Contact/consultant is the “gate” to News Media
Assess potential of interview opportunity
Know something about the reporter doing the interview
Know how and where the interview will be used
“Pre-interview” the reporterWhat questions do you have for the answers I have today?
Anticipate tough questions
Determine your objective in advance
Prepare key messages
Practice key messages
LippService LLCWilmington, DE
DURING THE INTERVIEW: WHAT TO DO
Relax and be yourself.
Speak informally - AVOID JARGON.
Give attention to reporter - not camera.
Answer questions openly, honestly and candidly.
When you finish answer, STOP TALKING. Don’t open a door you don’t want to.
Seek opening for key messages.
LippService LLCWilmington, DE
DURING THE INTERVIEW: WHAT TO DO (cont’d)
Use concrete examples, anecdotes, personal experience, numbers.
When asked a complicated question, listen, think, THEN reply.
Don’t accept reporters’ facts and figures.
Challenge incorrect statements.
If you don’t know, say so and get information later.
If you are asked multiple questions, answer the one you like!
LippService LLCWilmington, DE
SIX THINGS TO REMEMBER
Accept interviews to communicate key messages. Do Not Over Answer Avoid “off the record” Avoid “No Comment” WHAT YOU SAY WILL BE ON YouTube, Blogged, Twittered and Facebooked Create a Monitoring System for Social Media
LippService, LLCWilmington, DE
Spokesperson TrainingEffective Delivery of the
Message
G. Irvin Lipp, Principal,
LippService LLC(302) 652-2385
This is just the highlights. WE OFFER one-day and two-day courses on this subject. Made even more critical by today’s SOCIAL MEDIA AND HOW TO RESPOND. ASK MARS CANDY…140 CHARACTERS CAN GET YOU IN TROUBLE.
(888) 776.0942 [email protected] www.PRNewswire.com
The Social Landscape
• “71% of consumers indicate that word of mouth is the number 1 influencer IN their purchasing decisions” - AC Neilsen
• “Recommendations from consumers’ is ranked number 1 in levels of trust in forms of advertising, far above traditional advertising” - Forrester Research
Never before was it so important to stay in tune with what customers are saying
Your Social Avenues
• Blogs• Social Networks• Twitter• Multimedia• News Releases!
The Crisis
The Crisis
The Reaction
The Reaction
The Reaction
The Crisis
The Reaction
The Reaction
• Now the 6th result for Motrin• Over 300,000 views on YouTube• Response video has nearly 100,000 views
The Crisis
The Crisis
The Reaction
The Outcome
Strategies for Crisis Communications
• Identify• Leverage• Listen• Analyze• Participate
Thank You for Joining Us Today
QUESTIONS?