CRISIS COMMUNICATIONS AND PR. REMAINING CLASSES/ASSIGNMENTS April 7: Crisis Management April 9:...
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Transcript of CRISIS COMMUNICATIONS AND PR. REMAINING CLASSES/ASSIGNMENTS April 7: Crisis Management April 9:...
CRISIS
COMMUNIC
ATIO
NS
AND PR
REMAINING CLASSES/ASSIGNMENTS
• April 7: Crisis Management• April 9: Crisis Management (cont.) & Current
PR Case Studies• April 14: PR Management & Careers;
Checkpoint #2 Due• April 16: Test #2• April 21: Presentation Day #1; ALL groups
turn in paper portion of assignment• April 23: Presentation Day #2• April 28: Final class fun day
ISSUES MANAGEMENT
Manage the process whose goal is to help preserve markets, reduce risk, create opportunities and manage image as an organizational asset for the benefit of the organization.
What could pose a problem? How can we remedy it for the betterment of the organization?
ISSUES MANAGEMENT PROCESS
1. Identify issues of concern
2. Analyze the impact the issue could have on the publics
3. Display strategic options available to the organization
4. Implement an action program to communicate the organization’s views and to influence the publics’ perception
5. Evaluate the program compared to goals
PROCESS OF ISSUES MANAGEMENT
PARTS OF THE ISSUE MANAGEMENT PUZZLE
• Anticipate emerging issues- precrisis planning; what is likely to be an issue in the future?
• Identify issues selectively- you can only plan for a few issues at a single time; what issues are most likely to happen/would cause the most damage?
• Assess opportunities and vulnerabilities- what are the pros and cons that can come from the issue?
PARTS OF THE ISSUE MANAGEMENT PUZZLE• Plan from the outside in- external
environment dictates the issues you prioritize
• Pay attention to the bottom line- defend the organization’s position or capitalize on opportunities for bottom line growth
• Create an action timetable- propose policy, programs and implementation to deal with the issues
• Request support from the top- must have CEO endorsement
ISSUES MANAGEMENT EXAMPLE
RISK COMMUNICATION
• Seek to produce clear and concise messages that all audiences can understand
• Risk communication is based on the behavioral science research showing how behavior changes when a person processes information in a high-stress situation
• When we are stressed, our ability to hear, understand and remember decreases
• People can miss up to 80% of a message, and what they do remember is negative.
MESSAGE MAPPING
1. Identify stakeholders
2. Determine specific concerns for each group
3. Analyze the concerns to find underlying concerns
4. Brainstorm responses
5. Assemble facts and proof for each message
6. Ask outside experts to test messages
7. Plan delivery of message and supporting materials
EXAMPLE: WEATHER CRISIS PREPARATION
MESSAGE MAPPING
1. Identify stakeholders
2. Determine specific concerns for each group
3. Analyze the concerns to find underlying concerns
4. Brainstorm responses
5. Assemble facts and proof for each message
6. Ask outside experts to test messages
7. Plan delivery of message and supporting materials
MESSAGE MAPPING
Goal of a message map is:• Three key messages• 7-12 words per message
(short and sweet!)• 3 supporting facts for each
message
CRISIS
“A crisis is a situation that has reached a critical phase for which dramatic and extraordinary intervention is necessary to avoid or repair major damage.” –Harvard Business Review• BP oil spill• MLB Steroids Scandal• Chris Christie Bridge Scandal• Malaysia Airlines• Johnson & Johnson
7 WARNING SIGNS OF A CRISIS
1. Surprise- nature or human-made
2. Insufficient information
3. Escalating events
4. Loss of control- too many things happening simultaneously
5. Increased outside scrutiny-everyone has an opinion or is demanding answers
6. Siege mentality- organization feels surrounded
7. Panic
CRISIS: LEGAL VS. PR
Legal teams say:1. Say nothing.2. Don’t say much, and release it
quietly.3. Don’t say much, citing laws, policy
and sensitivity as the reason.4. Deny guilt; act offended at the
charges. 5. Shift or share the blame with others.
A lawyer’s goal is to focus on the defense needed in the court of law.
CRISIS: LEGAL VS. PR
PR teams say:Tell it all and tell it fast!
1. Terminate the crisis quickly.2. Limit the damage.3. Restore credibility.
ENGAGING THE MEDIA DURING CRISIS1. Set up media headquarters.
2. Establish the media rules (media protocol).
3. It’s all about the numbers.
4. Don’t speculate. If you don’t know, don’t say it.
5. Feed the beast. Keep the media occupied with information.
6. In crisis, media mantra is speed first, accuracy second.
SOME OTHER MEDIA TIPS DURING CRISIS• Go off record at your own peril.
• Make your point and repeat it.
• Establish yourself as the most authoritative source.
• Stay calm.
• Never lie.
