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Crisis Communication
A crisis is unpredictable but not unexpected
- Timothy Combs
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Crisis: A working definition
Definition of crisis is subjective, based onperception of:
threat to one or more of an individuals or organizations
basic values or missions,
finite time to make decisions and take action, and
lack of standard operating procedures
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Types of Crises
Natural disasters
Malevolence
Technical breakdowns
Human breakdowns Challenges
Megadamage
Organizational misdeeds
Workplace violence
Rumors
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The Impact of Crisis on Individuals
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Intense or Prolonged Stress
Which leads to:
Difficulty thinking clearly
Dwelling on meaningless activities
Tunnel vision
Expressing hostility or numbness
Impulsiveness
Feeling incompetent Reduced ability to retain information
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Pre-crisis Planning
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Objective
Prevent or lessen the negative outcomes of a crisis
and thereby protect the organization, stakeholders,
and/or industry from damage
Monetary loss
Reputation loss
Identity altered
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Scanning
Definition - Looking out for potential sources of
crises
Industry-wide issue analysis
Organization specific issue analysis
Risk assessment (implicit issues)
Stakeholder relationships
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Assessing situation
Evaluate issues in two dimensions
likelihood impact
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Develop Crisis Management Plan
What is it?
A potential action plan
Used during the crisis
Focuses on how-to
What it is not?
Overly detailed Rigid
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Selecting the CMT
A cross-functional group who have beendesignated to handle ANY crisis
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Characteristics of a good CMT
Work together (conflict mgt)
Apply the CMP (manage stress)
Listen to others
Make the right decisions
Communicate proactively
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Typical roles
Legal
Security/safety
PR
Operations
Top Management (CEO)
Victim manager
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Selecting Spokespersons
Principle - One voice is more important than one
person
Role - Manage the accuracy & consistency of the
messages coming from the organization
Communication should be guided by the 5 Cs:
Concern, clarity, control, confidence, & competence
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Five Keys to Effective Communication in a Crisis
Clarity
Repetition
Honesty
Empathy
Efficacy (Give them something to do)
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Why clarity? Why repetition?
- Because people are stressed.
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Why Empathy?
- Because people are afraid or angry.
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Why honesty?
- Because there is a threat.
- Because you need to build trust.
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Why efficacy?
- Because action is the antidote to fear.
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Skills of the spokesperson
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Appear pleasant on camera (visual, nonverbal) Answer questions effectively
Dont argue with reporters
Avoid no comment comment (65% believe no comment = guilty
Challenge incorrect informationAssess assumptions of questions
Legitimize
Present information clearly
Avoid jargon
Provide structure
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Remember.
In very high visibility instances, a single
spokesman is the most effective to ensure the
message is consistent
Also, the most obvious person for spokesman
is not always the best choice.
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Strategic options
Full apology and corrective action - misdeeds
Corrective action
Ingratiation (remind audiences of the org. past good deeds)
Justification - minimize or no serious problems Excuse - no control, no bad intentions
Denial - no crisis exists
Attack the accuser - confront, threaten, lawsuit
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Remember to..
Follow-up on information requests
Communicate with stakeholders
Inform people about corrective actions
Talk about financial implications
Continue expressing compassion
Continue tracking issues, risks, etc.
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Assemble the facts:
What happened?
Who did it impact? Why wasnt this prevented?
What are we doing about it?
What are our strengths and weaknesses?
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Next . . .
Craft your main message. Decide what you
want people to remember
Message needs to be clear Message needs to be concise
And SHORT!!!!! 28 words or so
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If YOU are the one talking . . .
Use common sense
Dont speculate. Its fine to say, I wish we knew moreor Were working to determine what happened.
Dont feel compelled to give an interview justbecause a reporter calls.
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Also . . .
Be empathetic and caring:
1. Remember to acknowledge others feelings
2. Use phrases such as Were sorry or Wefeel terrible.
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Finally . . .
Stay on message with phrases such as:
Whats important to remember
I cant answer that question, but I can tell you
Before I forget, I want to tell your viewers Let me put that in perspective
And my favorite: I wouldnt characterize it that way -instead
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Summarizing
Warnings dont get
headlines, crises do.
Anderson Cooper
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Remember: Fortune favors the prepared mind.- Louis Pasteur
Thank you!
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