AMERICAN LANGUAGE HUB_Level2_Student'sBook_Answerkey.pdf
The Administrative Guide to Crisis Communication Management slides
1. The
Administrative
Guide
to Crisis
Communication
Management
BRAD DOMITROVICH
2. Objectives:
★ Explore the tips and techniques that every
administrator needs to know in order to
manage their communication strategies in a
crisis situation.
★ An overview of procedures that can make
anybody look like a PR pro.
★ Become versed in way to handle the media
when there is a whirlwind of attention at
your doorstep.
3. What is a crisis?
(courtesy of the American Heritage Dictionary)
★A crucial or decisive point or situation; a
turning point.
★ An unstable condition, as in political, social,
or economic affairs, involving an impending
abrupt or decisive change.
★ An emotionally stressful event or traumatic
change in a person's life.
4. What is a crisis?
(courtesy of those of us in school PR)
• Any event that causes you to stop what
you're doing and react.
• Any situation that requires you to reach in
your drawer and pull out your emergency
operations plan.
• Any situation that involves reaching for
aspirin, acetaminophen, or ibuprofen.
6. Be prepared.
★ Preparation is paramount.
★ Update your crisis plan regularly.
★ Review your crisis communications with key
individuals/departments in your district.
★ Make sure everyone knows what to do
before, during, and after.
★ Evaluate your plan after a crisis situation.
7. Be prepared.
★ Know all the contact numbers - cell phones, e-
mails.
★ Have call systems and e-mail distribution lists set
up for staff, parents, community, and media.
★ Always have three positives you want to share
about your district in a crisis situation.
★ Have your spokesperson trained.
★ Know the representatives from local fire and
police departments.
9. Be mobile.
★ Things to be ready to go with:
✴ bottled water, wet wipes, mouth wash, hand
sanitizer, “face in a bag”, comfortable shoes,
change of shirt or jacket, etc.
★ Always keep in your car:
✴ district map, emergency phone numbers,
media contact numbers, extra chargers,
wireless internet access, handbooks, etc.
11. Have one spokesperson
★ One individual should be designated as the
primary spokesperson to make official
statements and represent “the company”.
★ A back-up individual should also be identified
in the event the primary person is unavailable.
★ Designate technical experts and advisors to
feed the spokesperson.
12. Characteristics
of a spokesperson
★ Comfortable in front of reporters, media.
★ Capable to work well with other entities.
★ Able to establish credibility and project a
sense of confidence and believability.
★ Ability to redirect responses, identify key
points, and speak without using jargon.
14. Be honest.
★ Don’t be afraid to accept blame – but
always have a solution ready.
★ Correct problems so they do not
happen again.
★ Maintain a calm and helpful presence.
★ Never appear overwhelmed or
flustered.
16. Apologize if appropriate.
★ Act quickly.
★ State what you’re apologizing for.
★ Accept the blame, don’t pass it.
★ Ask for forgiveness.
★ Communicate your corrective
action immediately.
18. Never say “no comment”.
★ Try to view the crisis from the eye of the
public, do they want to hear you say “no
comment”?
★ Ignoring a crisis situation will only make
things worse.
★ By providing no comment, you lose your
greatest opportunity to control the crisis.
20. Keep some quotes on file.
★ “The safety of our students and staff is always
our top priority.”
★ “Because the safety of our students and staff
is our top priority, the building was evacuated
immediately”.
★ “We chose to err on the side of caution for
the safety of our students and staff ”.
21. Keep some quotes on file.
★ “Itis times like this that we are reminded just
how precious life can be, and how fragile
each of us truly are.”
★ “We are fortunate to have a team of
experienced counselors that can provide the
much needed comfort to our students and
staff.”
22. Keep some quotes on file.
★ “Once the incident was reported, the District
immediately began an investigation”.
★ “Since this is a matter involving personnel, the
District is unable to comment at this time”.
★ “Just like any situation that may occur, the
District is following the policy established by
the Board of Trustees”.
24. It’s OK to stall the media.
★ But always remember to work with
their deadlines.
★ Take time to gather your thoughts.
★ Know your facts and anticipate their
questions.
★ Rehearse your message.
★ Create your sound bite.
25. Interviewing Guidelines
★ Set the ground rules.
★ Communicate with your heart.
★ Your first words create an image.
★ Listen with your face.
★ Keep your message simple.
★ There is no “off the record”.
27. Bleed for a day, not a week.
★ Running away only makes the situation
worse.
★ Never have a press conference addressing
the problem only.
★ Confront the problem and provide a
solution at the same time.
★ Don’t lie low hoping that the radar doesn’t
see you.