DePaul PRSSA Crisis Exercise
-
Upload
josh-morton -
Category
Business
-
view
276 -
download
0
description
Transcript of DePaul PRSSA Crisis Exercise
![Page 1: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/1.jpg)
2
Communicating During a Crisis
February 12, 2010
![Page 2: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/2.jpg)
22April 13, 2023 2
Introductions
Josh Morton, Account Supervisor
A food & nutrition company.
![Page 3: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/3.jpg)
2
Today’s agenda:
• Review preliminary concepts
• Introduce the scenario
• Formulate responses
• Share strategies
• Discussion
![Page 4: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/4.jpg)
2
In a crisis…
…You can respond using any number of media, but it’s important to step back before you jump in.
![Page 5: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/5.jpg)
2
What are the most important factors in crisis response?
- Speed
- Intelligence
- Messaging
It’s not the medium, it’s the message.
![Page 6: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/6.jpg)
2
You can’t ‘control your message,’ but you can control what you say.
And how you say it, when you say it, can influence the conversation about you.
![Page 7: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/7.jpg)
Principles of Messaging
• Define your stakeholders– Consumers, suppliers, government,
• Anticipate questions– Informational, challenging
• Develop answers– Ease concern, show compassion, give
guidance
![Page 8: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/8.jpg)
2
JOHN COWBOYBEEF
Your Role: Communications DirectorJohn Cowboy Beef
-Established 1910
- Family-owned
- Fifth largest beef company in the U.S.
- Supply to high-end steakhouses
- Premium line of ground beef, frozen burgers
- Flawless record of safety
![Page 9: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/9.jpg)
2
You
The Scenario:
vs.
E. coli
![Page 10: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/10.jpg)
The Scenario: Multi-State Outbreak of E. coli
• The CDC and USDA’s Food Safety and
Inspection Service (FSIS) are investigating a
multi-state outbreak of E. coli O157:H7
• Investigators have found 20 people ill with
matching strains of E. coli, most had consumed
or handled ground beef from two restaurants
supplied by John Cowboy Beef
• USDA is requesting JCB issue a Class I recall of
200,000 lbs of ground beef (Class I is a
reasonable probability that eating the food will
cause health problems or death)
![Page 11: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/11.jpg)
• Cases identified in Illinois, Indiana, New
York and Connecticut
• JCB has received 50 calls in the past
week from worried restaurant managers in
7 states (including the four under federal
investigation)
• No deaths have been identified thus far
The Scenario: Multi-State Outbreak of E. coli
![Page 12: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/12.jpg)
2
E. Coli O157:H7- Outbreaks often are caused by food that has the bacteria in it, typically from animal manure (cattle)
- Every year at least 2,000 Americans are hospitalized, and about 60 die as a direct result of E. coli infections
- A recent study estimated the annual cost of E. coli O157:H7 illnesses to be more than $405 million
- E. coli can be spread by eating undercooked meat and poor hand washing
- Symptoms are typically easy to see
![Page 13: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/13.jpg)
2
Health Tips: E. coli
- Listen to information from public health officials on what foods to avoid
- Cook ground beef to 160 degrees
- Keep raw meat away from other foods
- Wash your hands!
![Page 14: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/14.jpg)
2
Time to write the messaging.
![Page 15: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/15.jpg)
Identify Your Audience
• Who are our stakeholders?– Consumers
– Restaurants
– Government (USDA/CDC)
– Employees
– Media
![Page 16: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/16.jpg)
2
Anticipate Questions
• Informative:– What should restaurants do?
– How did this happen?
• Challenging:– What are you doing to solve the problem?
– What are your safety/sanitation practices
like?
– When did you know about the
contamination?
![Page 17: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/17.jpg)
2
Develop Answers: Key Messages & Message Mapping – Focus on Consumers/Media
![Page 18: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/18.jpg)
2
Develop Your Messaging
- Consumers/Media
- Government Agencies
- Restaurants
![Page 19: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/19.jpg)
2
Develop Answers: Key Messages & Message Mapping – Focus on Consumers/Media
![Page 20: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/20.jpg)
2
Now, how will we communicate and where?
![Page 21: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/21.jpg)
2
Discussion
![Page 22: DePaul PRSSA Crisis Exercise](https://reader035.fdocuments.in/reader035/viewer/2022062419/557d36a2d8b42af30d8b4743/html5/thumbnails/22.jpg)
222April 13, 2023 22
Thank You!
Josh Morton
A food & nutrition company.
www.foodminds.com