Crisis Communications Management

KC Ad Club

April 2, 2008

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Wimps need not applyWimps need not applyWimps need not applyWimps need not apply

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Crisis is an Crisis is an Crisis is an Crisis is an opportunityopportunityopportunityopportunity(Will it be good or bad?)(Will it be good or bad?)(Will it be good or bad?)(Will it be good or bad?)

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Crisis� A major, unpredictable event that

has potentially negative results. The event and its aftermath may significantly damage an organization and its employees, products, services, financial condition and reputation.

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Traditional

Crisis Management

Reaction to individual crises

Real

Crisis Management

Prevention, preparation and management of

any and all crises

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The Goal� The reputation of your company or

brand will never be harmed or diminished by a crisis.

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The Objective� Real crisis management becomes a

part of the ongoing operations of your company.

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Keys to a Crisis Plan

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1. Establish a crisis team

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1. Establish a crisis team

2. Develop the processes

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1. Establish a crisis team

2. Develop the processes

3. Identify risks

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1. Establish a crisis team

2. Develop the processes

3. Identify risks

4. Craft messages

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1. Establish a crisis team

2. Develop the processes

3. Identify risks

4. Craft messages

5. Prepare spokesperson(s)

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Result

Act instead of react

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“Hello, Media Calling”

� Take immediate control of the interview opportunity� What do they want?� What is the deadline?

� You’re always “on the record.” Always.

� Never “wing it” on the spot

� Use your calendar as a crutch

� Be prompt with the call back � The callback is not a sign of weakness

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The Message� What happened?

� What does it mean?

� What are we doing about it?

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Audiences� Media

� Employees

� Customers

� Shareholders

� Community

� Industry

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Spokesperson� One (usually) is enough

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Hands-on

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“Those who cannot

remember the past are

condemned to repeat it.”George Santayana (1863 - 1952),

The Life of Reason, Volume 1, 1905

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Readiness

Perceived vs. Real

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Jeff Risley, VP

Barkley PR1740 Main Street

Kansas City, MO 64108

816-423-6027

jrisley@barkleyus.com

http://risleyranch.blogs.com