What's a Crisis and Why Should I Care?
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Transcript of What's a Crisis and Why Should I Care?
What’s a Crisis & Why Should I Care?Presentation to NCSU PRSSA
October 13, 2015
Roger M. Friedensen, APRRay J. Hornak, APR
forgecommunications.com | @forgecomm
© 2015 Forge Communications, LLC | All Rights Reserved.
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 2
How often has this happened to you?
Day One
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Day Two
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 4
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
Warren Buffet
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 5
What do we mean by “crisis”?
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 6
Attributes• Out of the ordinary• Unpredictable, disruptive• Potential to undermine confidence, damage
reputation• Affects or involves multiple audiences• Draws attention of internal/external
stakeholders, including media
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 7
And once it starts…
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Types of crises• Natural disasters• Accidents (mechanical,
human error)• Legal or financial issues• Government actions• Criminal activities• Employee incidents• Environment/health issues• High-profile events• Rumors• Digital media attacks
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 9
But it can happen, and it will happen.
It’s not a question of if, it’s a matter of when…
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 10
Not every crisis is like this
(though it may feel like it)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 11
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Novozymes, Franklinton, N.C. | February 2006
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 13
Greensboro, N.C.June 13, 2010
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 14
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The first rule
You can’t manage a crisis, but you can – and you must –
manage your reaction.
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 16
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Quite simply, this changed – and is still changing – everything.
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 21
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And this is all happening at once in real time.
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 23
Some things have changed,but most things haven’t
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Business hasn’t changed
“Benefitsshouldbeconferredgradually;andinthatwaytheywilltastebetter.”
“Itisbettertobefearedthanloved,ifyoucannotbeboth.”
“Awiseruleroughtnevertokeepfaithwhenbydoingsoitwouldbeagainsthisinterests.”
“Politicshavenorelationtomorals.”
“Thenewrulermustdeterminealltheinjuriesthathewillneedtoinflict.Hemustinflictthemonceandforall.”
“Intheend,you'remeasurednotbyhowmuchyouundertakebutbywhatyoufinallyaccomplish.”
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 25
And politics certainly haven’t changed
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 26
Credibility
Trust
Expertise
Dynamism
+
+
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 27
Tell me a story, pleeeeeeeeze
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Tell me less about how it came to be and more what it means to me.
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Feelings alter attitudes & behaviors• Pleasure – Pain• Hope – Fear• Acceptance – Rejection• Pride – Shame
Andithappensoneindividualatatime...
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Humans haven’t changed
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Communication during and after a crisis is not about pulling strings behind the scenes to “spin” the
public and media.
It’s about responding effectively to preserve and strengthen your credibility,
reputation and ability to operate successfully
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 32
The Four R’s
• React• Respond• Recover• Rebuild
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 33
Appeal to basic human instincts• What happened?• Are my family and I safe?• Is this good or bad for me and
my family? My friends?• Is this good or bad for the
environment?• Who is responsible?• Who should be rewarded or
punished?• How and when are things
going to be fixed?• What is the right thing to do?
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 34
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 35
Top 10 ways to trash a reputation10. Wait till the last minute: Why prepare now if it might never
happen at all?9. Ignore your employees or members: It’ll just distract ‘em.8. Ignore the media: Heck, they’ll just twist the truth anyway.7. Play by your rules and timetable: Why give a hoot about
what anyone else wants?6. Never accept responsibility or apologize: My lawyer knows
best! 6b. Don’t engage in social channels: It’s just too risky.
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 36
Top 10 ways to trash a reputation
5. Ignore emotions: feelings are for wimps – Facts Rule!4. Cooperate only when you have to: Keep your head
down and your mouth shut. 3. Provide only the bare minimum: why invite confusion
with details?2. Dazzle ‘em with jargon: if a little is good, then a lot is
even better!1. Ignore it and it will go away…
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 37
A couple of closing thoughts…
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It’s hard work
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 39
Excellence takes time
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 40
Sometimes there’s a bumper crop…
…and sometimes there’s not
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 41
Sometimes the gods are with you, and sometimes they’re crazy (or just plain mean)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 42
You can call me now, or you can call me later
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 43
(and may the Forge be with you)
Ray J. Hornak, [email protected]
Roger M. Friedensen, [email protected]
@RogerFriedensen@ForgeComm
Thank you!