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We’re Gonna Need a Bigger Boat
Web Communication Before, During and After a Crisis




       Tonya Oaks Smith      HighEdWeb Syracuse       25 June 2012
                          #hewebSYR  @marleysmom
Flickr photo by SchizoDelight
Flickr photo by Bird Eye
Flickr photo by Telemal
Flickr photo by jonathon_simon
JAWS
On the Agenda...
• Who am I?
• Who are you?
• What is a crisis?
• What can we do before crisis?
• What can we do during crisis?
• What can we do after crisis?
@marleysmom




              Kittenshark by @radiofreegeorgy
Who are you?




               Photo by @shelleykeith
What is a Crisis?
  An organizational crisis is a specific,
  unexpected and nonroutine event or
  series of events that create high levels
  of uncertainty and simultaneously
  present an organization with both
  opportunities and threats to its high-
  priority goals.
                        - 2011, Ulmer, Sellnow & Seeger




                                        http://en.wikipedia.org/wiki/File:Crisi-tunity.png
Specific,
unexpected,
nonroutine?

   Offers
opportunity?
Surprise!




            Flickr photo by Doug88888
Threat or opportunity?




                   Flickr photo by donnagrayson
Perspective
Don’t say you’re
starving. You’re
not. Children in
   Africa are
starving. You’re
  just hungry.
        @bekahsayshey




                        Marley photo by @bootsmc
                         Marley photo by @bootsmc
What
qualifies
  as a
 crisis?
Your star
quarterback
comes down
the flu and
has to miss
a game.


                      Flickr photo by naturalhomecures34
   http://www.flickr.com/photos/51438986@N07/5019396750/
Specific,
unexpected,
nonroutine?

   Offers
opportunity?
A dorm burns down, forcing
  many students to find new
housing in the middle of finals.




                                   Flickr photo by Abdullah AlSaeed
                       http://www.flickr.com/photos/3abr/2376313418/
Specific,
unexpected,
nonroutine?

   Offers
opportunity?
A dean at your college travels
extensively out of the country and
 you find he’s been filing expense
   reports twice for each trip.
                             Flickr photo by ksbuehler
Specific,
unexpected,
nonroutine?

   Offers
opportunity?
Real
crises...
Rudy Giuliani and 9/11




                    Flickr photo by jptully85
BP spill and Tony Hayward




                   Flickr photo by Talk Radio News Service
Horace Mann and abuse




                 Photo from The New York Times
UCA and campus shooting




                http://t3chgeek.wordpress.com/2008/10/27/uca-update/
Amity Island and the shark
Answer. It. Now.




                   Flickr photo by bennettdesigns
What do we do to
take advantage of
 the opportunity
inherent in crisis?
The book
Before


Accept that crisis is quick and unexpected
 and that the threat of a crisis is relative.
Before


 Determine goals and develop
good intentions prior to a crisis.
Before


Engage in simulations and training.
Before


  Develop strong, positive relationships
with primary and secondary stakeholders
and a positive organizational reputation.
Before


Establish effective organizational leadership.
During


Communicate early about crisis, acknowledge
   if you do not know something, and
     then promise to stay in contact.
During


Do not attempt to deny or cover up crisis.
          Be open and honest.
During


Avoid certain or absolute answers to the public
        and media unless you are sure.
During


  Build a case for who responsible
for the crisis and why - if it’s not you.
During


Accept that your stakeholders - including
   members of the media - are your
      partners in managing crisis.
During


Listen to your stakeholders.
 Cooperate with them and
 work to build consensus.
During


Do not overassure stakeholders about crisis impact.
During


Help the public with advice about
 how they can help themselves.
During


Ensure that your organizational leadership
         is visible and adaptable.
After


Be prepared to question how your organization
     thinks about and conducts business.
After


Acknowledge that positive things
    can come from crises.
After


Look for and cultivate opportunities
    for organizational renewal.
After


Generate support from stakeholder groups
      for change in an organization.
After


Evaluate crisis response and adapt future
   responses to make improvements.
Amity Island and the shark
Before
Before




         Flickr photo by Julius Pascua
During During




                Flickr photo by erik neufurth
After After




              Flickr photo by Quernus Crafts
It all comes down to this...




                                      Marley photo by @bootsmc
                    #dolesswrong S/O @bpmore and @carriehphillips
Questions?




tosmith@ualr.edu @marleysmom 501.324.9896
                            

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