Crisis Communications

Crisis Communications

Linda S. RhodesVirginia Conference

Director of Communications

What is a crisis?

What is a crisis?Crisis: “A situation that puts your organization’s values on trial in the court of public opinion”

What is a crisis?Emergency: “A situation that requires immediate attention and may attract the attention of the media and/or public.”

What is a crisis?Controversy: “A situation that calls attention to a divide in the denomination, conference or local church.”

What is a crisis? Can be good or bad

Most are bad

What is a crisis? Personnel crisis Criminal or legal action Violent acts, demonstrations,

death or injuriesCorporate crisis‘Perceived’ crisis Positive crisis

A crisis … Usually comes suddenly

A crisis … Usually comes suddenly Info, key leaders not available

A crisis … Usually comes suddenly Info, key leaders not available Provides opportunity - early

A crisis … Usually comes suddenly Info, key leaders not available Provides opportunity - early Has a life cycle

A crisis … Usually comes suddenly Info, key leaders not available Provides opportunity - early Has a life cycle Impairs judgment, clear thinking

Develop a PlanBest organizations prepare for bad times when times are good.

Why? Church can’t hide from public

scrutiny

Why? Organization may win in court of

law, but lose in court of public opinion

Why? Without plan, temptation is to delay,

stonewall, avoid, be defensive – say “no comment.”

Result is always negative.

Why? To ignore or refuse media

interview at any stage of a crisis is to increase heat, not light.

Why? When crisis strikes, everything good and

positive about organization may be called into question.

Why? Reputations of churches, districts,

conferences can rise or fall, depending on conduct in days and months after crisis.

Goal Get from event to disinterest as quickly as

possible.

Build stronger, more positive reputation for church.

Public expects… You to care about what happened To know what you are doing about

situation To know that you will prevent

recurrence

Good plan … …Offers compassion, concern and care

for victims, those affected. …Meets needs of news media. …Projects positive image for

organization.

Crisis Communications Plan

1. Crisis communications team 2. Rationale3. Objectives

Openness, accessibility Truthfulness Responsiveness No secrets


4. Possible crises Natural disasters Criminal acts or legal action Violent acts, death, injuries Personnel “Positive” crises Perceived crises


5. Spokesperson(s)6. Staff assignments7. Decision-making process8. Guidelines for dealing

with news media


9. Audiences – contact lists Need-to-know (conference, church

staff, officers, congregation, others) News Media UM disaster response Others?

10.Communications channels


11. Computer back-up12.Training13.Office space14.Notification process


15.Media relations Build working, trusting

relationship in advance16.Practice17.Regular meetings of crisis team

Handling telephone calls Take written message Get reporter’s name, media outlet,

phone number, deadline Ask for topic, info needed Say spokesperson will return call Don’t answer questions yourself Be polite, but firm Keep log

Please,DO NOT say:

“No comment!”

On-site reporters Refer questions to spokesperson

(pastor, conference communicator, D.S.)

Don’t be hostile Don’t give personal opinion Don’t speak “off the record” Be polite, but firm

Please,DO NOT say:

“No comment!”

Hold Response Use if not prepared to respond Buys time

– Determine best spokesperson– Gather facts– Consider key messages

BUT get back to reporter ASAP

Hold Response“I want to make sure we give you the most accurate, up-to-date information. What is your deadline? If you give me your contact information, I’ll return your call within the next 30 minutes.”

Hold Response“Our pastor (or designated spokesperson) is knowledgeable about this issue. If you tell me your phone number, deadline and information you need, I’ll have her/him return your call as soon as possible.”

Reporter’s Job Ask tough questions about issues people

care about Get accurate, up-to-date information Meet deadlines Make story interesting and significant

Reporters Not enemy Not friend Professional doing job

Spokesperson’s job Be reliable, credible source of information Advocate the church’s perspective Create positive image Connect with the audience

HOW? Be prepared

Have facts

Develop message (“Sound bite”)

Practice, practice, practice

5 Fs are best approach Fast Factual Frank Fair Friendly

What’s your objective? Always communicate with purpose

– Show compassion, concern– Give facts– Explain process, policies– Actions to ensure it doesn’t happen again

Develop your message No more than 3-4 key points

Keep it short and simple

Positive language

Repetition, repetition, repetition

Examples of Key Messages“This accident has saddened all of us, and we are ministering to those involved and working to prevent it from ever happening again.”

Examples of Key Messages“Our hearts have been deeply saddened by this tragic event. We have a very strong Wesley Foundation ministry on campus that is now offering counseling and care to students and faculty. We have gathered in prayer and concern for all who lost their lives, their families and friends, the administration, faculty, student body and the wider community of Blacksburg.”

Interview preparation Who is the audience? What are my main points? What are facts and examples that support

my points?

What might a reporter ask? How will I respond?

Sound Bites 6-15 seconds long Summarize complex issue in simple terms Don’t use church lingo or acronyms

Sound Bites Say most important thing first Briefly elaborate Explain how it affects audience

BridgingTouch on the question and use transitional phrase to go to your message at every opportunity– “What I can tell you is …”– Let me put that in perspective.”– But it’s important to know that …”– The bigger issue is …”

Bridging“I can’t speculate about the cause of the accident. What I can tell you is the church is fully cooperating with law enforcement officers as they work to determine the cause. Our focus right now is on providing pastoral care and support to church members who were riding in the van and their families …”

Interview Do’s Practice

Tell the truth (but not everything you know)

Be concise – Short, simple statements

Use positive language

Interview Do’s Take control of interview

Speak with conviction

Make your point in every answer –repeat your message

Interview Don’ts Lie Get hostile or defensive Give long, rambling answers Use jargon or acronyms Speak “off the record” Guess, speculate or speak outside your

area of expertise

Interview Pitfalls Don’t raise issues you don’t want

to see in the news

If you don’t know, say so

Stop talking once you’ve answered the question

Difficult Questions “What if?” “Why did so-and-so

do such-and-such?” Personal opinions

False premise Forced choice

Dealing with Controversy Use opportunities for bridging Talk about process –

focus on policies and procedures Stay cool

Don’t repeat negatives – even to dispute them

Phrases for Controversy“United Methodists are not of one mind on some issues, but it’s important to have debate and discussion about these issues.”

Phrases for Controversy“One of the strengths of The United Methodist Church is that we can express different opinions and have an open dialogue about issues.”

Be prepared Identify key message (sound bites) Select spokesperson(s) Identify questions reporters might ask Practice saying messages (sound bites) Role play helps!

Resourceswww.umcom.org >> “Training Resources” >> “Media Relations Ministry”

$7.50

http://www.umcom.org/

For Assistance:Linda S. Rhodes

Virginia ConferenceDirector of Communications

Office: (804) 521-1111Cell: (804) 517-8147

E-mail: [email protected]

Crisis Communications

Documents

Transcript of Crisis Communications