Crisis Comm Best Practices

Transcript

1. CRISIS COMMUNICATIONS
2. WHAT WE’LL COVER ‣ WHAT IS A CRISIS? ‣ WHAT ARE THE STAGES OF CRISIS? ‣ WHAT IS EFFECTIVE CRISIS COMMUNICATIONS? ‣ WHAT DOES A “REAL” CRISIS LOOK LIKE?
3. TEXT WHAT’S A CRISIS? “… a significant business disruption which stimulates extensive news media coverage. The resulting public scrutiny will affect the organization’s normal operations and also could have a political, legal, financial and governmental impact on its business.” 
 -- Institute for Crisis Management
4. SUDDEN CRISIS VS. SMOLDERING CRISIS Sudden: Occurs without warning Smoldering: Business problem not known or recognized, but may become “known”
5. SUDDEN OR SMOLDERING: WHICH IS MORE COMMON?
6. HURRICANE KATRINA: SUDDEN OR SMOLDERING?
7. TEXT STAGES OF CRISIS ▸ Pre-Crisis ▸ Crisis ▸ Continuing Crisis ▸ Post-crisis
8. PRE-CRISIS ▸ Crisis Forecasting ▸ Vulnerability Audit ▸ Crisis Planning ▸ Media Training
9. CRISIS FORECASTING ACTIVITY WHAT KIND OF “WORST CASE SCENARIO” SHOULD (OR DOES) YOUR ORGANIZATION PLAN FOR?
10. STAGE 2: ACUTE CRISIS CONTAINMENT. INVOLVEMENT OF REGULATORS. INVESTIGATION. CONFIRMATION.
12. Tell it FIRST, tell it FAST and tell them what you’re going to do about it! ! What happened ! How do you feel about it ! What are you doing about it ! Guidance to media
13. WHAT SHOULD YOU DO? ▸Know what you want to say. What are your key points? ▸Have a written statement & company backgrounder ▸Hold media conference as soon as possible. ▸Email & post release or statement. ▸Follow up call to most important media outlets.
14. ABOVE ALL, BE GENUINE. BE HUMAN.
15. TEXT
17. WHAT ROLE, SOCIAL MEDIA? ▸ Disseminate Information ▸ Relieve media queries (via phone) ▸ Thought leadership ▸ Humanize & personalize ▸ Provide company’s point of view ▸ Create outlet for advocacy 
 (if appropriate)
18. SAN BERNADINO COUNTY SHERIFF @SBCOUNTYSHERIFF #SBCSD #SANBERNADINO
19. THE REALITY OF CRISES TODAY ▸Erupt with unprecedented speed ▸People have an insatiable thirst for news ▸Anyone can break news ▸Porous boundaries between social & mainstream media From: Tactical T
20. CONTINUING CRISIS ▸ Chronic Stage ▸ Ongoing Management
21. POST-CRISIS RESOLUTION STAGE RETURNING TO NORMAL ASSESSMENT PREVENTATIVE PLANNING
22. A CASE STUDY
25. TEXT FIRST PHASE: JUST THE FACTS ▸ Who? ▸ What? ▸ When? ▸ Where? ▸ Feeding the media beast.
26. FEEDING THE MEDIA BEAST THE OREGONIAN KEZI MSNBC REGISTER-GUARD KVAL CNN REUTERS KEX RADIO ASSOCIATED PRESS TODAY SHOW (NBC) ABORIGINAL VOICES RADIO SEATTLE TIMES KUGN ROSEBURG NEWS REVIEW KPNW NBC NIGHTLY NEWS GOOD MORNING AMERICA (ABC) DOUGLAS COUNTY NEWS KATU FIREHOUSE.COM INSIDE EDITION KGW KOIN NW CABLE NEWS
27. SECOND PHASE: PERSONALIZING THE STORY ▸ Who were the people involved? ▸ What’s the human interest?
28. THE SECOND NEWS CYCLE Day 2 and 3 Personalizing the Story What we said… “They were closer than most and the hole they leave is enormous…” “We’re just like family…it’s like losing your own sons..” “They were fine, well trained firefighters who knew our safety rules… “One of best safety records in industry” What they said: “Crew was ‘band of brothers’ linked by loyalty, now death” The Oregonian “Boss of fire crew, Oregon town stunned by loss of 8 young men in crash” Seattle PI “Ill fated crew lauded as hard and safe workers” Roseburg News Review
29. THIRD PHASE: WHAT DOES THIS MEAN? ▸ Is it a trend? ▸ Do policies need to change?
30. THIRD NEWS CYCLE ▸Why did this happen? Is this a trend? “Inquiry Looks at No Passing Zone”
 - The Oregonian, August 27 “Youth, Inexperience, Grueling Hours Increase Accident Risk”
 - The Oregonian, August 27 “Loss of Logging Leaves Few Options for Ore. County’s Young”
 - Associated Press, September 1 “Firefighters’ Families Begin to Search for Answers to Crash”
 - KATU Channel 2, August 27 “Training Questioned in Firefighter Deaths”
 - OPB News, August 25 “First Strike Safety Record is Solid”
 - The News Review, August 27 “Ill-fated Fire Crew Lauded as Hard and Safe Workers”
 - The News Review, August 27 “Ill-fated Fire Crew Praised as Safe and Well-Organized”
 - KATU, August 27
31. FIRST STRIKE’S RESPONSE ▸Changes in Company Policy ▸Fresh Drivers
32. ALLIGATOR HUNTING ONGOING
33. THE ALCOHOL ALLIGATOR On our alligator hunt, we found out the following: • Alex Pulaski from The Oregonian called and told us that he’d spoken to a convenience store clerk that says he sold beer to the First Strike Firefighters in Vale (20 miles from crash site). • About 2 weeks later, Sherriff Bentz called and told us that preliminary tests showed the driver had a .13 Blood Alcohol Content
34. ALCOHOL: MESSAGES & STRATEGIES ▸ Take the steam out of the sheriff’s report by jumping to solution rather than defending any practices and put the statement out. ▸ Acknowledge weaknesses in company policies that were brought to light by the accident. Remind the audiences of the company’s excellent safety record and performance evaluations. ▸ Tell audiences how you feel about what has happened. As president of a good company, Bob will do whatever is necessary to learn from it and address areas of weakness. ▸ Acknowledge the truth, but bridge back to your feeling about what happened, what you’re already doing and what you plan to do to make sure this doesn’t happen again.
35. We are saddened to learn that the Malheur Sheriff’s department investigation of the tragic First Strike traffic collision August 24 indicates that alcohol was a factor. We are struggling to come to terms with this news. They were trained. They knew better than to drink and drive. However, this news today does not take away the fact that they were elite firefighters who gave the best of themselves to their love of firefighting. I am proud of my firefighters and my company. STATEMENT
36. FIGHTING BACK AND STAYING COOL
 FSE MEDIA RELEASES 9/4 FSE to use fresh drivers 10/20 FSE schedules drug and alcohol training 10/31 Families to receive donations 11/6 ODF lifts suspension as training completed 11/18 FSE files motion to dismiss; ‘Company is a victim, not a defendant, says attorney’ 11/18 Retest shows FSE driver not drunk 2/4 Judge dismisses charge; DA admits toxicology no good, SAIF agrees 2/18 Malheur County D.A. drops all charges against First Strike Environmental
37. BEST PRACTICES ▸ Respond quickly, accurately, professionally, with care ▸ Be transparent and accessible ▸ Treat perceptions as fact ▸ Acknowledge mistakes ▸ Tailor messages to address the “angry” party ▸ Note other side’s concerns ▸ Make no public confrontations ▸ Emphasize existing relationships
38. Richard Moore | Ricky Ruiz | Paul Gibson | Mark Ransdell | Leland Price
 Jesse James | Jeff Hengel | Matt Hammer Shawn Blazer | Scott Charleson 
 Edrik Gomez | Caleb Renno | Bryan Rich | David Steele