The question is not whether you and your organization will have a crisis (you will). The question is whether you and your organization are ready to handle your next crisis. This presentation provides an overview of fundamental crisis communications planning and management to help ensure your organization is ready to respond quickly and effectively when the waste material strikes the rotating fan blades.
6. 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 LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 6
7. “If you lose money for the firm by a bad decision,
I will be understanding.
If you lose reputation for the firm,
I will be ruthless.”
Warren Buffet
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 7
8. What’s your biggest concern about
handling a crisis at your organization?
PRESENTATION TO CLIENT NAME | CONFIDENTIAL | PAGE 8
9. The first rule
You can’t manage a crisis, but you can
manage your response
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 9
10. What do we mean by “crisis”?
PRESENTATION TO CLIENT NAME | CONFIDENTIAL | PAGE 10
11. 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 CLIENT NAME | CONFIDENTIAL | PAGE 11
12. Types of crises
• Natural disasters
• Accidents (mechanical,
human error)
• Legal or financial issues
• Government actions
• Criminal activities
• Employee incidents
• Environmental, health
issues
• High-profile events
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 12
13. But it can happen here, and it will happen to you
It’s not a question of if, it’s a matter of when…
PRESENTATION TO CLIENT NAME | CONFIDENTIAL | PAGE 13
14. Not every crisis is like this
(though it may feel like it)
PRESENTATION TO CLIENT NAME | CONFIDENTIAL | PAGE 14
19. A few years ago…
Mgmt activates emergency responders
Crisis Event
Emergency responders update mgmt
Mgmt gathers facts
Mgmt updates team, materials
Creates media materials (statement, release, etc.)
Media materials reviewed and approved
Updates reviewed and approved
Mgmt decides when, what and to whom to release
Mgmt informs internal/ external stakeholders Mgmt distributes updates
Mgmt notifi es media via phone, wire, etc.
Repeat, as necessary
Media request interviews, send video/ photo
crews
Mgmt controls media access; offers interviews;
holds news briefi ng(s); disseminates approved
information
Mgmt monitors TV, radio and newspaper(s)
Determines response, if needed
Issues clarifi cation via wires, release
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 19
36. Top 10 ways to trash a reputation
10. Wait till the last minute: why prepare now if it may not
happen at all?
9. Ignore your employees or members: it’ll just distract them.
8. Ignore the media: heck, they’ll just twist the truth anyway.
7. Play by your rules: why give a hoot about what anyone else
wants?
6. Never accept responsibility or apologize: my lawyer always
knows best!
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 36
37. 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!
2b. All this social media crap is just a passing fad.
1. Ignore it and it will go away…
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 37
38. From the horse’s mouth
Sam Donaldson, Hold On, Mr. President:
“When people ask me how to get a favorable story, I tell them
that you can't bribe me, you can't intimidate me, you may be
able to bamboozle me (but when I find out about it, I'll be mad
as hell), but you can get the best story possible by taking me
seriously and leveling with me. And usually, it is far better to
tell the press what you can if you want to avoid a bad story."
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 38
39. A couple of closing
thoughts…
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 39
40. It’s hard work
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 40
42. Sometimes there’s a bumper crop…
…and sometimes there’s not
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 42
43. Sometimes the gods are with you,
and sometimes they’re crazy (or just plain mean)
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 43
44. Thank you!
(and may the Forge be with you)
Roger M. Friedensen, APR
President | CEO
roger@forgecommunications.com
@ForgeComm | @RogerFriedensen
Linkedin.com/in/RogerFriedensen | +Roger Friedensen
877.99.FORGE
PRESENTATION TO LEADERSHIP RALEIGH | CONFIDENTIAL | PAGE 44