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This is a short version of a much longer presentation I offer my clients on communication during a crisis.
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Six hours
To take control of a crisis
Table of content
2
1. What is a crisis?
2. Why take control of a crisis?
3. Why a guide on crisis management?
4. The Crisis Task Force
5. Contingency Plans
6. Questions from the media
7. Your procedures with the media
8. Your Web site
9. Basic principles
10. Your objectives
11. Your targets
12. Crisis Task force Management Chart
What is a crisis?
3
A crucial stage or turning point for someone
or something
The result of a sudden and unplanned event or the conjunction of multiple events or facts
Why manage a crisis?
4
TO MINIMIZE THE IMPACT ON:
•People’s security and integrity
•The company’s assets
•Delivery of products and services to clients
•The business
Why manage a crisis?
5
To protect your REPUTATION !
Why a guide?
6
•To be organized
•To react promptly
•To take control
What should this guide consist of?
7
1. A permanent crisis task force
2. Every department’s contingency plan
3. An emergency contact booklet
Crisis task force
8
Captain
Security
Public affairsRelations with the employees
InvestorRelations
TelecommunicationsLogistics
ContinuityBusinessrecoveryCustomer and
Providerservice
Head Office
Contingency plans
9
1. Preparation for an emergency2. Reaction to an emergency3. Recovery plan for the production activities4. A crisis management website (dark site)
Your contingency plan
10
PRESS CENTER
• Outside but close to the site of the accident or crisis
Questions from the media
11
ACCIDENT
• How many are dead or injured?• How many survived?• Types of injuries• Nature and speed of the interventions• Dead bodies procedure• Are there notable people among the
victims?• Where were they transported?
Questions from the media
12
DAMAGE TO THE INSTALLATIONS
• What will be the cost of those damages?• Which installations / equipments were
damaged? • What is the impact on the business?• When will the operations start again?• What is the impact on employees?
Questions from the media
13
CAUSE
• Can someone explain what happened?• Is there an eye witness?• What caused this event?• Who alerted the authorities?• How did you react?• Has this happened in the past?
Questions from the media
14
RESCUE PROCEDURES
• How many people participated to the rescue procedures?
• What kind of equipment was used?• Did you rescue disabled people?• What measures were put into place to
contain the situation?• Did someone risk his life to save another?
Questions from the media
15
IMPACT ON THE ORGANIZATION
• How long will the activities be troubled ?• Will there be a coroner investigation?• When will the police report and the
insurance be available? • Will this impact the customers?
Your procedures with the media
16
All media requests should be handled by one person only
Take notes of basic information
Call back as soon as possible
Monitor the media
Give the media priority according to their deadlines
Your procedures with the media
17
WHO SHOULD YOU SPEAK TO FIRST?
•To local and regional radio stations•To local television stations•To national continuous reporting stations (radio and television)•To news agencies•To Internet-based information agencies•To daily and weekly newspapers and magazines
Your procedures with the media
18
ATTITUDE AND KEY RULES
•Remain calm•Be honest and transparent•Show empathy and compassion•Be in control•Be precise
Your procedures with the media
19
DO NOT
•Refuse to comment on the situation or flee the media•Avoid taking your responsibilities•Lie or make the organization look good •Be on the defensive•Discuss hypothetical matters•Lose your temper
Your website (Dark Site)
20
Planned and programmed before a crisis arises
Your website (Dark site)
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CONTENT• Top management (title and picture)• Main activities (description, address, picture)• Products and services (description)• Organization chart• Financial results (over 10 years)• Links •Investors relations•Divisions, business units
Your website (Dark site)
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CONTENT• A section for the crisis•Public statements•Press releases•FAQ (including the answers)
Basic principles
23
The first six hours are crucial
Basic principles
24
YOU WILL NEED:
1. As many resources as possible2. A crisis re-evaluation process3. Transparency and proaction in all
communication4. A quick decision-making process
Basic principles
25
The first six hours are crucial
The organization’s objectives
26
1. Insure the integrity of people and goods
2. Reinstate the organization’s activities
The communication objective
27
Protect the reputation of the company
Your local targets
28
Employees
Families
Managementteam
Suppliers
GatehouseOther access points Local
authorities
Medias
29
CEO
Board of directors
Managementteam
Clients
Shareholders Governments
Nationalmedias
Your external targets
Crisis task force management chart
30
FIRST HOUR• Everybody is in place• Everyone in charge of the access points
(gatehouse, reception, etc.) have received instructions
• Head office has been contacted• First evaluate of the situation :
• What do we know?• Have those facts been checked?
Crisis task force management chart
31
FIRST HOUR• Are the emergency teams working on site?• Is everyone on site safe?• First contact with local authorities• What kind of information is circulating
within the community? Are there rumours? What are they?
• Coordination of the first statement to local authorities
Crisis task force management chart
32
FIRST HOUR
FIRST COMMUNICATION WITH EMPLOYEES
AND THEIR FAMILIES
Crisis task force management chart
33
SECOND HOUR
• You should have received all the media requests
• What is the last information available?• Is it reliable? • What is the diagnostic concerning the
severity of the situation?• On the employees and the organization• On the local community• On the environment
Crisis task force management chart
34
SECOND HOUR
• Have our local team and the emergency services established a collaboration process?
• Do we have the necessary resources to fully be in control of the situation?
• What are the rumours?• Coordination with local authorities
Crisis task force management chart
35
SECOND HOUR
Preparation of the official public statement
• Preparation of the spokesperson• Briefing on key messages for the teams• Instructions to people at the access points
Crisis task force management chart
36
THIRD HOUR
• Do we have a first report on the situation?• Are the rumours false?• Are there other rumours?• Is the spokesperson ready?• Are the experts ready?• Have the various teams received the media
statement?• Are the local authorities ready?
Crisis task force management chart
37
THIRD HOUR
SECOND COMMUNICATION TO EMPLOYEES AND THEIR
FAMILIES
Crisis task force management chart
38
THIRD HOUR
REPORT TO TOP MANAGEMENT
Crisis task force management chart
39
THIRD HOUR
FIRST STATEMENT TO THE MEDIA
First deposit of documents on your website
Crisis task force management chart
40
FOURTH HOUR
• Update on the situation (hour after hour)• Change the message to the media if
necessary• Information process for employees
working the next shift• Follow-up on the employees and their
families• Update of the website
Crisis task force management chart
41
FOURTH HOUR
FIRST COMMUNICATION TO INTERNAL AUDIENCES
• Chairman of the board of directors• CEO• Members of the board of directors• Presidents of divisions• Shareholders• Strategic partners
Crisis task force management chart
42
FIFTH HOUR
• Update on situation• Monitoring of the media• Update and corrections to the media if
necessary• Community status• Other targets reaction• Media requests management• Priorities for the next hours
Crisis task force management chart
43
SIXTH HOUR
• Update on situation• Monitoring:
• Media• Population• Other targets
• Situation at access points• Employees and their families status• Future priorities
44
REMEMBER
You have six hours to take control
45
Case study