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Conclusions
1. Lost Missiles, Lost Messages
Conclusions
A supplement to a presentation on crisis communication
http://bit.ly/AD9xya
2. Crisis Communication
• AFDD 2-5.3 emphasizes the important
relationship between the Air Force and its
stakeholders
– Communication efforts bolster those relationships
– Openness and transparency are necessary
• In this case, policy got in the way of openness
– “Neither confirm nor deny” didn’t help anybody
• Crisis communication plan should account for
conflicts in policies
– Practicing crisis management scenarios can identify
and atone for conflicts
3. Capabilities for Crisis Communication
• In a crisis, normal rules no longer apply
– Adaptability is required
• HRO concept
– Deference to expertise
• Did leaders listen to recommendations from AFDD 2-5.3?
– Decentralized decision-making authority
• Who was choosing the key messages?
– Evidence of organizational learning
• Air Force got out ahead of the Taiwan incident
4. Effects on Air Force
• Highest-ranking leaders fired
• Strained relationship with key stakeholder
groups
– Congressional leaders
– Local citizens/general public
• Procedural changes implemented
• Elite certifications revoked
• Heightened media scrutiny
5. Discussion
• Could an effective crisis communication plan
have prevented any of these adverse
outcomes?
