Crisis Communication

Last week I gave a presentation to the Fall 2010 PR Campaigns class. This presentation outlined crisis communication. Because you cannot post Powerpoint presentations on Blogger, I have created an online location for viewing: http://www.scribd.com/doc/38358252/Crisis-Communication-CDC

I will go into detail, slide by slide.

Slide 2- What makes something a crisis?
Possibly being unforseen.
Crisis is defined in the Merian Webster Dictionary as:
an unstable or crucial time or state of affairs in which a decisive change is impending; especially one with the distinct possibility of a highl undesireable outcome.

Slide 3- Ways to prevent a crisis. Conduct a risk assessment. What is a risk assessment? An internal activity that identifies potential problems within an organization. One way- learning from others mistakes. Ex. after Katrina- other cities like New Orleans viewed their risks.
Another way: Environmental Scanning- An external activitywhich requires careful objectiv scrutin of an organizations outside environment. It looks for problems faced by similar organizations. As simple as reviewing feedback. Also reviewing trade publications.

Slide 4- PR's role. To identify problems. Prioritizing problems- weighing which could be most serious if not dealt with. Managing problems- so that they don't become a serious issue.
PR & Managers ask: What if? and always think in worst case scenario.

Slide 5- Big crisis- product failure, facility, destruction, employee strikes, etc.
Small crisis- need appropriate responses for each situation.

Slide 6- key players in the crisis management team-
1- senior on scene- will make decisions and stay on spot.
2- security liason
3- PR/Affairs expert
4- Info center coordinator
others: IT, lawyers, counselors, advisors

each member taps ey individuals responsible for carrying out portions of the crisis plan.

Slide 7- What Happens once a plan is created?
Sitting around and waiting for something to happen is not an option. The plan must be tested and retested often. If they are not tested they are worthless. Must be able to act quickly.

Slide 8- There are 7 ways an organization can react to a crisis ranging from defensive to accommodative.
1)preemptive action strategy
2)offensive response strategy
3)defensive response strategy
4)diversionary response strategy
5)vocal commiseration
6)rectifying behavior
7)strategic inaction

Slide 9&10- defensive & accomodative strategies

Slide 11- Preemptive Action Strategy-
Prebuttal- an organization tries to be the 1st to tell the story & set the tone before others.

Slide 12-Offensive Response Strategies-these tactics use shame, threats & embarassment.
attack the accuser- when accusers logic/facts are faulty & if said negligent/maliciously.
embarassment- humiliation to lessen accusers influence
threat- of lawsuits or exposure

Slide 13- Defensive Respose Strategies-
Denial- of a problem existing or that they have part in something.
Excuse-
Justification- such as "well nothing happened so it's ok". Sometimes blame shifts to victims. Ex. the six flags decapitation event.

Slide 14- Diversionary Response Strategies-
Concession- an organization gives the public something it wants, valued by both groups.
ingratiation- actions taken to appease unhappy people. ex. cupons or a donation.
disassociation- from the wrongdoer.
relabeling- new name for something if the old name has a bad connotation

Slide 15-vocal commisseration strategy-
Concern- no guilt however
condolence- recognizes sorrow. still, no guilt.
regret- admitting sorrow and remorse. may or may not admit guilt.
Apology- takes responsibility & asks forgiveness. Money is often included.


Slide 16- Rectifying Behavior Strategies-
Investigation- examines what led to the situation
corrective action- steps taken to repair damage & prevent reoccurance
restitution- restore to former state
repentance- fully accepts responsibility and offers to change practice

Slide 17- Strategic Inaction- Silence.
NOT "not comment"
An instance is victim privacy.

Slide 18- Actions to take during a crisis-
1- put the public first. Ex. pulling a product from the shelves. Whatever is best for the public. An exmple of this is Tylenol and their poison crisis where 6 people died. They pulled all products from shelves and now, they are still existing.
2- take responsibility- not always caused by an organization but still should take a leading role in fixing it. Fix first, blame later.
be honest, don't speculate.
3- Stick to the facts AS the story unfolds. Letting the public know why something happened "isn't known" but "is being investigated" is better than "no comment"
Keep facts straight.
4- Be accessible & accommodate the media. Communicate frequently. The news seeks constant updates. Don't make them go elsewhere for the story. This leads to speculation. This could be from employees, outside experts.
Leadership meets with news. Website uopdated. Respond quick to top tier media.
5- Single spokesperson- CEO or other high ranked official
6- monitor news coverage. May be monitoring service. If a news media puts out incorrect information, send them the correct information to correct it.
7- Communicate with key publics- Don't get lost in the media. Stay in contact with investors, employees, retailers, and customers because they are the stakeholders. Investors want to know how their investment is being protected. Retailers and customers also need to know if there is some type of recall.
8- Consult crisis communication experts- before a crisis strikes

Slide 19- Three C's

Slide 20 & 21- Do's and Do nots

Slide 22- The CDC’s Smallpox Communication Crisis Plan

Slide 23- Facts: 30 % of people who get it die. It's a very small, very contagious diease. It's transmittable through the air. You do not show symptoms right away. Just one case being identified in the U.S. makes a public health emergency.

Slide 24- Reponse Plan. This particular response plan addresses 8 areas including a 27-page communication plan and activities.

Slide 25- The Plan Covers- Several ready-to-go elements(fact sheets, tracking forms, vaccine guidelines)
When info is released, what is said and how it is said can have a big effect on a population. Fear v. panic. Be sure not to downplay a crisis such as Smallpox because of problems such as the SARS virus being downplayed in 2003.
The response plan covers 8 areas. Goals & Objectives for Smallpox communication, Key consideration for Smallpox Communication, Guiding crisis communication principles, communication preparedness strategies, CDC communication in event of an outbreak, core communication functions & CDC's emergency communication system, key stakeholders, CDCs key preparedness communication activities.

Slide 26- The plans Key Communication Goals- listed on pg. 119 but are mostly to increase the understanding of Smallpox. The key is already having plan & relationships in place. CDC partnerships with man organizations.

Slide 27- Early messages- Emphasize facts, transmission, symptoms.
Communication Presparedness strategies- getting materials to key publics.
The plan incorporates communication activities before, during & after

A list of preparedness activities is listed on p. 120- regular updates and mock outbreaks.

Nonprofit PR

This semester I will be working my practicum for Digital Bridges Milledgeville. All last semester I worked for them as their Public Relations student worker. Over the summer, one of the management figures changed, thus, my job description has changed. I used to find articles online 2 days per week which pertained to how technology could be related to and/or affect the community. A huge project which I am beginning my work on is working with a website called ten questions (10questions.com). It gives people a change to record themselves asking questions which they would like to ask to the candidates for governor and house, both at local and state levels. Visitors of the website are asked to vote on the questions which they would most like to be answered by the candidates. The ten questions with the most votes will be asked to them. My job is to create a campaign to draw people into Digital Bridges in order to record their questions. Any ideas?