United States Postal Service:Lessons in Crisis Communication

History & Background

Founded in 1639, the USPS employs over 800,000 workers in 38,000 locations.

The USPS delivers 680 million pieces a day; 208 billion pieces of mail a year.

Source: www.usps.gov

History & Background

Panic was pervasive during the months following the 9/11 terrorist attacks.

In October 2001, there were several anthrax attacks.

Lives were lost and terror was perpetuated within the United States.

Definition of Crisis

Extraordinary events or series of events that negatively affects the reputation of an organization, the integrity of a product, the psyche and safety of employees, or the community

Source: Dr. Amiso M. George

Sources of Crisis

Natural Fire Disease outbreak

Man-made Hostile take-over Theft Terrorist acts

Crisis Communication Strategies Choose a knowledgeable

spokesperson to communicate message

Ensure all messages are accurate and consistent with corporate operational and strategic plans

Provide opportunities for face-to-face communication whenever possible

Crisis Communication Strategies Identify challenges and

communication opportunities specific to the situation

Facilitate employee communication immediately following crisis

Simplify language Follow up messages with action

USPS Strategy

Identify all stakeholders impacted Employees American public Business partners

Prioritize stakeholders Ensure that message is accurate,

factual, consistent

Implementation

Identify, integrate, and use all available communication tools to convey messageCrisis communication plansMessages from the CEO Internet, intranet, hotlines, meetings,

videos Publications, targeted mailings

USPS Implements Identify appropriate communication

venues Print media Television media Press releases Internet Targeted mailings

Tailor message for each stakeholder Employees American public Business partners

USPS Implements (cont.)

Continue to monitor message as facts change

Identify barriers to communication Follow up message with tangible

action

USPS: Lessons in Crisis Communication Questions

Imagine yourself as an executive in a strategy planning session at USPS headquarters. Who should be present at the planning session? Describe the conversation that might occur.

What are the appropriate steps an organization should take to handle a crisis situation?

Would you consider the communication strategy of USPS a success? Why or why not?

USPS: Lessons in Crisis Communication

Questions What made the USPS corporate

communication strategy effective/ineffective?

What follow-up actions did USPS take that were imperative to success?

What are the long-term benefits to be gained from effective corporate communication?

USPS: Lessons in Crisis Communication

Questions Suppose that a suspect/perpetrator is

identified. Should this information be communicated to the public? What if the perpetrator is a an employee or relative of an employee of either the Postal Service or a high ranking government official – does this affect the public’s right to know?

What if a suspect is never identified? How can USPS promote confidence in the agency?

USPS: Lessons in Crisis Communication

Works Cited www.usps.gov www.gao.gov Presentation by Dr. Amiso M. George –

at the Association of Business Communication conference, Fall 2001.