8. Proactive vs. Reactive
An effective crisis communications plan should:
· Define response strategies that can be implemented
when a crisis occurs;
· Assign crisis communications resources and
responsibilities;
· Enable you to reach target audiences with key
messages, and
· Launch public information and media relations
campaigns immediately during a crisis.
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9. Pre-crisis Planning
Objective - prevent or lessen the negative
outcomes of a crisis and thereby protect
the organization, stakeholders, and/or
industry from damage
$ loss
reputation loss
identity altered
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10. Designing Tools & Systems
Select Crisis Management
Team (CMT)
Select Spokespersons
Develop Crisis
Management Plan
Prepare Crisis
Communication System
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11. Selecting the CMT
A cross-functional group who have been
designated to handle ANY crisis
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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12. Selecting the CMT
Typical roles
Legal
Security/safety
PR
Operations
Top Management (CEO)
Victim manager
Make time for training (63% companies do)
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13. 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
C’s: Concern, clarity, control,
confidence, & competence
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14. 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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16. Managing the Crisis
A. Detecting the crisis
B. Containing the crisis
C. Recovering from the
crisis
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17. 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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