Cruisin’ Through a Crisis Weathering the Storm When the Sharks Start

CirclingPresented by Don Silver, COO

Traditional RisksNatural DisastersAccidentsCrimeHealth and SafetyDeath or Serious Injuries Regulatory (Health Department)Media Investigations

Online Risks:Bad Reviews (customers and blogs)Negative posts to Social MediaPosts to Travel/Review SitesMedia investigations

Travel Review SitesTrip Advisor Google TravelYahoo TravelVirtual Tourist Travelocity ExpediaKayakPricelineZagat

Consumer Complaint Sites

Handling Online Complaints• Respond immediately

• Be helpful and show empathy

• Internally – Try to determine who it is

• Contact offline

• Try to resolve

• Ask them to show resolution online

• If unsolvable – make one final post and move on

Follow Clint Eastwood’s 6 “P’s”

“Proper Planning Prevents P__ Poor Performance. . .”

Taking Clint’s Advice. . .Anticipate CrisesMitigate RisksIdentify Your Crisis TeamDevelop a Crisis PlanSpokesperson TrainingCommunications ProtocolsIdentify Audiences and Comm. ChannelsPractice-Practice-Practice

When a Crisis Hits… Don’t Do This

Instead Be Proactive Confirm your communications team and

spokesperson(s)

Analyze the crisis: Short-term and a longer-term objectives; strategy

Set up procedures and protocols. Include website, blog, social media.

Consider past history -- Don’t get caught off guard.Call on your relationships.

When a Crisis Hits….Who are your audiences and how

do you reach them?General public-Media/Social MediaEmployeesStakeholdersPartnersElected officialsTourism organizations (CVB and Visit

Florida)

When a Crisis Hits…Media Outlets

NewspapersBroadcast (TV & Radio)Online: Websites, Blogs, Social Media

Newswire ServicesYour own website, blog, social media

Sizing up the Crisis: How to Respond and WhenIn the Internet age --

“right now.”Response depends

on depth of crisis. Statements are

good to control message.

“NO COMMENT IS NOT AN OPTION!

Sizing up the Crisis: How to Respond and WhenInterviews should

be done when it’s important to clarify important issues and to answer questions the public demands.

TV interviews. If you are trained and the crisis is big enough.

Sizing up the Crisis: How to Respond and WhenWho Should Speak?Outside counsel or PR

firm?

GM or owner -- Shows more credibility when you put a face on it.

LITIGATION or CRIME -- Legal Counsel may be a good choice.

Are you Ready for the Media?

Are You Ready for the Media?How Business People Think: Logically

How Reporters Think: Emotionally

Protecting business and reputation

Resting on reputationNumbers/DataThe lawReports

ConflictConfrontationDamageFearStruggleThreats

Are You Ready for the Media?What do you need to know about reporters

in today’s world?SMALLER STAFFS. Increased workloads, more mistakes.Less experienced reportersUNDER PRESSURE to get sensational stories -- Pertinent

facts get buried.Have QUICKER ACCESS to information, but don’t always

confirm it. More news holes to fill online; expected to POST QUICKLY

AND OFTEN.

Define Your Key MessagesTwo or three Consistent with KEY VALUES Clear and concise -- in PLAIN ENGLISH Background material to support your themes

THIRD-PARTY SOURCES or testimonials that

support your messages.

Define Your Key MessagesBreak down complex topics. Use EXAMPLES

that simplify what you’re trying to say.Create SOUNDBITES that are catchy and

make your point. Tell a STORY that has a beginning, middle

and end.DON’T EXPLAIN. Explaining equals excuses.

Try to tell a story.

How to Answer QuestionsPREPARATIONMake a list of all possible questions Practice with mock Q & A. Focus on the tough ones and rehearse.Anticipate everything! Suggest others who support your point of

view—and other credible sources of information.

How to Answer Press QuestionsDURING THE INTERVIEWBe Open and Transparent. Avoid “No

Comment” as it indicates you’re trying to hide something.

Admit mistakes. If mistakes were made, admit them and talk about corrective action.

Be sympathetic. Stick to the Script. Reporters will have

their own agendas, but stick to yours. STATE AND RESTATE YOUR KEY THEMES.

How to Answer Press QuestionsDURING THE INTERVIEWIf you don’t know an answer, you can say

so. Promise to get back to reporter later.Reporters aren’t your friends. Don’t let

your guard down. Off the Record vs. Background: What’s

the difference?

How to Answer Press QuestionsDURING THE INTERVIEWKeep your cool.

Set the record straight.

You do the talking.

Offer credible proof sources and experts.

In Summation: What Makes a Good Answer?When your

communications objectives are met

CredibilityShow empathyHas Meat on the

Bone Specific-Not

evasivePower words, not

Color

MemorableDon’t go NegativePackaged and

bundledSimple languageStory-like

construction

Surviving a Crisis: You Can Do It!