Crisis communications: Tips for the non-PIO

spokesperson

Lynne Miller, Public Information Officer

King County Emergency Management

Agenda

oYour verbal message –content and delivery

oYour non-verbal message – image and confidence

Four P’s of Crisis Communications

• What could go wrong?

• Who’s in charge?• Basic protocols• Designated

spokespersonsPLAN PREPARE

PRACTICEPREVENT

Four P’s of Crisis Communications

• Get the facts• What can you

share?• Know your

audience• Contact the

media

PLAN PREPARE

PRACTICEPREVENT

9-11 World Trade Center Attack:

Where to Begin?

Questions to Answer

o WHAT happened and where?o WHEN did this happen?o WHO is involved?o HOW did it happen?o WHAT is currently being done?

Gather facts

Identify audience

Develop message

Share info

• Subject matter experts

• Analyze; verify

• Anticipate info needs

• Employees

• Stakeholders

• Public

• Media

• Key objective

• Talking points/ sound bites

• Express empathy

• Avoid acronyms

• Call to action

• Web

• Social media

• Email

• In person; on camera

Prepare to Speak

Four P’s of Crisis Communications

• Test your plan• Leverage

planned events• Regular Q & A • PIO courses

PLAN PREPARE

PRACTICEPREVENT

Four P’s of Crisis Communications

• Train all staff• Address

emerging issues• Stay informed• Solid reputation

PLAN PREPARE

PRACTICEPREVENT

From Message to Messenger

“Your actions speak so loud I cannot hear what you’re saying.”

- Ralph Waldo Emerson

Message Enhancers or Distractors?

o Visual aidso Non-verbal communications

Non-Verbal Communication

Thank you!

Lynne.Miller@kingcounty.gov

206-205-4031