Crisis Communication to Students, Parents, Police, the Press and Your Community Charles P. Leitch...

Crisis Communication to Students, Parents, Police, the

Press and Your Community

Charles P. LeitchPatterson Buchanan Fobes & Leitch, Inc., PS.

[email protected]

Case Study: Sandy Hook

Case Study: Sandy Hook

• The Crisis:– On December 14, 2012, there was a

school shooting at Sandy Hook Elementary School in Newtown, Connecticut

– The horrific tragedy took the lives of 20 school children and 6 adults

Case Study: Sandy Hook• Immediately following reports of the

shooting, worried parents, family members, and the media arrived on scene

Sandy Hook’s Crisis Response

• Designing a plan:– Police established a time and location for a

press conference

– The location was a park, three-quarters of a mile away, allowing the police to perform an investigation and the media to report from an appropriate distance


• Executing the plan:– Police sent an email to news and

media affiliates detailing the time and location of the press conference

– The agency also updated its website to reflect the information


• Controlling the information:– Police selected Lt. J. Paul Vance to serve

as the sole spokesperson

– Lt. Vance was the only source providing accurate and up-to-date information to the media


• Crisis Communication to the family of the victims:– Connecticut State Police assigned one state

trooper to each of the 26 families

– The state troopers provided the families with information regarding the investigation and answered questions


• Crisis Communication to the media:– Press conferences were held frequently to

provide necessary information and dispel incorrect information

• Crisis Communication to the Community:– Provided information to the community to

ensure the people of their safety and the continuing efforts of the investigation

Why Sandy Hook’s Crisis Communication was Effective

–Designed and executed a crisis plan–Controlled the information –Provided the necessary audience with the

necessary information• Victims’ families, Newtown community, the media

What is a Crisis?

• Crises take many forms:– Natural disasters• Fires, floods, hurricanes

– Unnatural disasters• Plane crashes, terrorist attacks

– Business Crises• Product recalls, plummeting stock prices, frauds

– Criminal acts• Shootings, sexual abuse

How to Prepare for a Crisis

• Design a crisis communication plan– The communication plan should designate the

roles, responsibilities, and protocols that will guide the organization when sharing information during a crisis


• Select a crisis communication team– The team should include the leaders of the

organization and top members of each department

– The team should designate one spokesperson and one alternative spokesperson• This ensures the control of information• They need to be comfortable


• Even though they may not be on your crisis communication team, train your receptionist or first public contact points in media response

• Press will sometimes take advantage of unofficial channels


• Always plan on the worst-case scenarios– Create a list of five possible crises– For each possible crisis, ask:• What are we going to do?• How are we going to do it?• Who is going to do it?• Who is our intended audience?• How will we reach them?• How will we organize and control the information?


• Coordinate with other agencies and departments– Ensure each department’s responsibilities align

with the crisis communication plan

– Determine efficient methods to work in concert with other agencies during a crisis

The Crisis Message

• The message conveyed must be carefully planned – Does the message provide the necessary

information?– Does it sound credible?– Is it appropriate for the prospective viewers?– Is it clear and concise?

The Crisis Message

• When is the appropriate time to issue a statement?– Issue a statement immediately

– Taking control of the situation quickly protects against false allegations spread through other airwaves• Especially in the world of social media

The Crisis Message

• Delivering the message:– Prepare note cards– Rehearse the message• Think about tone, credibility, pauses

– Have a full understanding of the facts laid out in the message

The Crisis Message

• Delivering the message:– What is your format?

• Press conference?– Statement only?– Statement followed by questions?

• Interview?

The Crisis Message

• Content– The message should show concern for

the crisis at hand– It should indicate the proactive steps

being taken to resolve the crisis– It should offer reassurance to the public

and community

The Crisis Message

• When information is not readily available, it is better to issue a holding statement than to issue no statement at all

• “No comment” is not an acceptable response

The Crisis Message

• When fashioning any crisis message that involves any questionable action or inaction of your entity it is recommended the question be vetted by legal counsel in advance whenever possible!

Holding Statement Example

• A [crisis] at [this location] occurred today at [time and date]. The incident is under investigation and more information will be forthcoming. For more information as it becomes available, please contact [the press contact person on our team].

The Interview

• Prior to the interview spokesperson and crisis communication team should discuss:

• The main message to convey• Potential questions the media will ask

– Liability issues?

• The most effective answers to those questions

• Team should practice and rehearse the answers

The Interview

• Tips for during the interview:– Remember your objective, what message are you

trying to convey– Be concise and clear– Think quickly, but talk slowly – Do not use the phrase, “no comment”– Have an exit strategy

The Interview

• Instead of “no comment,” say:– The investigation is ongoing at this time, and we

cannot comment until all facts are available– I do not have that information, but can refer you

to . . .– The situation is still evolving, but we will issue a

statement as soon as possible

Lawsuit Information?

• Confer with your counsel in advance• Convey safe information

• Public information not protected

• Do not disclosure a position on liability (i.e. we will be vindicated!!)

• You might be WRONG• Out of respect for the legal process, we cannot

comment

What is the first thing MOST people charge when power

is limited?

Crisis Communication and Social Media

• Social media sites can be effective tools for conveying:– Instantaneous information, and– Real-time updates

• Social media sites have the advantage of broadcasting information to a wider audience

Crisis Communication and Social Media

• Social media sites can also spread inaccurate information – Thus, it is necessary to monitor the social media

account and quickly act on inaccuracies and other potential issues

– If you have an open forum site operated by your entity actively monitor

Social Media

• You are always on the record• The public and press will learn of a crisis

through social media FAST– Comments will already be flying

Case Study: Twitter as a Mobile Press Conference

• The Crisis:– In late October, 2012, Hurricane Sandy

struck the Northeastern United States causing severe damage

• The Plan:– Members of Congress, Governors, and

state agencies took to Twitter to provide instant communication and updates


• Executing the Plan:– Governor Christie issued a tweet and YouTube plea

for citizens to reach higher and safer ground


• Executing the Plan:– NYC Mayor’s Office and the American Red Cross

release locations where citizens can go to receive food, water, and supplies


• Executing the Plan– Governor O’Malley communicates to the public

that he is taking proactive steps in the aftermath of the destruction

Twitter as an Effective Crisis Communicator

• Provides instant information• Provides real-time update• Effective for natural disasters and other

crises by providing community with information on:– How to prepare– How to respond– Where to receive aid

SOCIAL MEDIA HAS IMMEDIATE VALUE

SOCIAL MEDIA ACCOUNT MUST HAVES

1. Maturity2. Focus & understanding goals/policies 3. Customer service, public relations, crisis

management 4. Communication/writing skills 5. Understand boundaries of humor6. Social-media account control

The Keys to Crisis Communication

• Design a plan to deal with a crisis before it happens• Designate a team to implement the plan• Train a spokesperson to deliver effective messages• Act quickly and control the information– Show concern, take measures, and reassure the public

• Monitor the information spreading on social media

Stay Calm

Crisis Communication to Students, Parents, Police, the Press and Your Community Charles P. Leitch...

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