Crisis. · How to Craft and Manage a Clear and Powerful Message Crisis. PR News (Crisis Management...
Transcript of Crisis. · How to Craft and Manage a Clear and Powerful Message Crisis. PR News (Crisis Management...
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How to Craft and Manage a Clear and Powerful MessageCrisis.
PR News (Crisis Management Boot Camp)
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Photo of Gulf Oil Spill
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“Tell me why I’m stupid”• Multidisciplinary War Room • Fact gathering • Chronology • Timeline of gating events • Legal – Political- IR –Communities-
Communications Review
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Legal
Brand
Financial
Political
CSR Business
Adversaries
Regulatory
International
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The singular expertise.
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The canary in the coal mine.
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Think creatively.
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(What to say)Strategy. Tactics.
(How to say it)
Strategic Approach
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Work backwards.
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Be vulnerable.
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Learning. Execution.
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Learning. Execution.
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My daughter Ivanka has been treated so unfairly by @Nordstrom. She is a great person -- always pushing me to do the right thing! Terrible!
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Not every incident needs a response
Incidents that are ignored can lead to bigger crisis
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YOUR AGENDA:
Deliver the Message
Reporter.
Message.
Audience.
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Heroes Villain
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Reporters are skeptical
The reporter’s approach.
Questions will be negative
Answers must be positive
Answers must be strategic
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Preparation
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Shaping the Story Positive Theme
What you say. How you say it.
When you say it. Who says it.
Echo chamber.
PositiveTheme
NegativeTheme
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Characteristicsof effective messages.
Positive. Never defensive, never qualified
Factual. Supported by memorable evidence
Responsive. To audience concerns
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Never repeat the negative.
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Unexpected Question
Your Message
Prepared Response Bridge
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Communications strategy
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Practice, practice, practice.
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