Writing a Crisis Writing a Crisis Communication PlanCommunication Plan

Presented by Ellen DavisPresented by Ellen Davis

Director of CommunicationsDirector of Communications

Southwestern UniversitySouthwestern University

What is a crisis communication What is a crisis communication plan?plan?

A crisis communication plan spells A crisis communication plan spells out the role a university out the role a university communications office plays in a communications office plays in a crisis situation. It is designed to crisis situation. It is designed to COMPLEMENT your university’s COMPLEMENT your university’s emergency response plan.emergency response plan.

Why have a crisis communication Why have a crisis communication plan?plan?

Puts everything in one placePuts everything in one place Helps you remember things you need Helps you remember things you need

to do in a crisis situationto do in a crisis situation Clearly defines duties and Clearly defines duties and

familiarizes staff members with their familiarizes staff members with their assignmentsassignments

Can serve as the basis for a Can serve as the basis for a communication plan for other things communication plan for other things such as Avian Flusuch as Avian Flu

What should be in a crisis What should be in a crisis communication plan?communication plan?

Introductory statements:Introductory statements: Purpose of the planPurpose of the plan What is a crisis?What is a crisis? How to assess whether university How to assess whether university

communications needs to get communications needs to get involved in a situationinvolved in a situation

The role of university The role of university communications in a crisis:communications in a crisis:

Establishing a media briefing center and Establishing a media briefing center and media operations center (if necessary)media operations center (if necessary)

Designating a spokespersonDesignating a spokesperson Drafting official statements or news Drafting official statements or news

releasesreleases Notifying key constituenciesNotifying key constituencies Handling media inquiriesHandling media inquiries Monitoring media coverageMonitoring media coverage Activating an emergency Web site (if Activating an emergency Web site (if

necessary)necessary)

Notifying key constituencies in a Notifying key constituencies in a crisiscrisis

Often, various offices on campus can assist Often, various offices on campus can assist with this. For example:with this. For example:

Alumni relations can communicate with Alumni relations can communicate with alumni alumni

Student life could communicate with Student life could communicate with students and parents. students and parents.

The president’s office can communicate The president’s office can communicate with trusteeswith trustees

The chief of police can communicate with The chief of police can communicate with law enforcement agencieslaw enforcement agencies

But you need to have a plan!But you need to have a plan!

Job responsibilities during a crisisJob responsibilities during a crisis

During a crisis, staff members may be called upon During a crisis, staff members may be called upon to perform functions they do not typically do. to perform functions they do not typically do. Your crisis plan needs to spell out who might be Your crisis plan needs to spell out who might be called upon to do what during a crisis. And, called upon to do what during a crisis. And, those staff persons should be prepared in those staff persons should be prepared in advance to assume these responsibilities.advance to assume these responsibilities.

For example:For example: Your events staff might be asked to help set up Your events staff might be asked to help set up

a press conference.a press conference. Support staff might have to field media calls Support staff might have to field media calls

and monitor media coverage.and monitor media coverage.

After a crisisAfter a crisis

Your crisis plan should spell out things that Your crisis plan should spell out things that should happen after a crisis as well.should happen after a crisis as well.

For example:For example: Media coverage should be analyzed to Media coverage should be analyzed to

see if your messages got through.see if your messages got through. Your plan should be evaluated to see if it Your plan should be evaluated to see if it

worked.worked. There may be some corrective measures There may be some corrective measures

that need to be taken with stakeholders.that need to be taken with stakeholders.

AppendicesAppendices(lists and more lists!)(lists and more lists!)

Your crisis plan should include lots of Your crisis plan should include lots of practical information. Be sure you update practical information. Be sure you update these lists every year!these lists every year!

For example:For example: Lists of rooms for news conferencesLists of rooms for news conferences Phone numbers for your staff and key Phone numbers for your staff and key

campus contacts (work, home and cell)campus contacts (work, home and cell) Contact information for your board chairContact information for your board chair

AppendicesAppendices(lists and more lists!)(lists and more lists!)

Community resources:Community resources: City and county PIOsCity and county PIOs Local and state emergency Local and state emergency

respondersresponders Local hospitals and public health Local hospitals and public health

officialsofficials

AppendicesAppendices(lists and more lists!)(lists and more lists!)

State and national higher education State and national higher education contacts:contacts:

Your state higher education Your state higher education coordinating board coordinating board

Professional organizations such as Professional organizations such as ICUT, NAICU, CASE, CIC, ACE, ACSICUT, NAICU, CASE, CIC, ACE, ACS

PR contact at other higher ed PR contact at other higher ed institutions in your areainstitutions in your area

AppendicesAppendices(lists and more lists!)(lists and more lists!)

Public officials:Public officials: State reps and senatorsState reps and senators U. S. reps and senatorsU. S. reps and senators

AppendicesAppendices(lists and more lists!)(lists and more lists!)

Your key media listYour key media list

AppendicesAppendices(lists and more lists!)(lists and more lists!)

Miscellaneous things:Miscellaneous things: Definitions of patient conditionsDefinitions of patient conditions Crisis checklistCrisis checklist Do’s and don’ts of emergency Do’s and don’ts of emergency

public relations public relations Local news broadcast timesLocal news broadcast times News release templates for various News release templates for various

scenariosscenarios

Do’s and Don’ts during a crisisDo’s and Don’ts during a crisis

Take or keep control. Only one spokesperson. No one else Take or keep control. Only one spokesperson. No one else speaks.speaks.

Don’t speculate. If you don’t know the answer, say so.Don’t speculate. If you don’t know the answer, say so. Keep your composure. If you can’t, find someone who can. Keep your composure. If you can’t, find someone who can. Never say ‘no comment.” Explain why you can’t comment.Never say ‘no comment.” Explain why you can’t comment. Be careful going off the record.Be careful going off the record. Keep your personal opinions to yourself.Keep your personal opinions to yourself. Be careful about commenting on blind sources or rumors.Be careful about commenting on blind sources or rumors. Avoid all third party discussions. Don’t answer questions about Avoid all third party discussions. Don’t answer questions about

police activities or what happened at another university, etc. police activities or what happened at another university, etc. Speak only as a representative of your institution.Speak only as a representative of your institution.

Don’t repeat negative words used by the media.Don’t repeat negative words used by the media. Don’t fill the silence left after you answer a question. If the Don’t fill the silence left after you answer a question. If the

reporter does not ask another, don’t feel you must continue reporter does not ask another, don’t feel you must continue talking.talking.

Don’t use jargonDon’t use jargon