Crisis communication presentation for the HighEdWeb Florida regional 22 April 2013.

1. We’re Gonna Need a Bigger Boat
Web Communication Before, During and After a Crisis
Tonya Oaks Smith  HighEdWeb Florida  22 April 2013
#hewebFL  @marleysmom
Monday, April 22, 13

2. Flickr photo by SchizoDelight
Monday, April 22, 13

3. Flickr photo by Bird Eye
Monday, April 22, 13

4. Flickr photo by Telemal
Monday, April 22, 13

5. Flickr photo by jonathon_simon
Monday, April 22, 13

6. JAWS
Monday, April 22, 13

7. On the Agenda...
• Who am I?
• Who are you?
• What is a crisis?
• What can we do before crisis?
• What can we do during crisis?
• What can we do after crisis?
Monday, April 22, 13

8. @marleysmom
Kittenshark by @radiofreegeorgy
Monday, April 22, 13

9. Photo by @shelleykeith
Who are you?
Monday, April 22, 13

10. What is a Crisis?
An organizational crisis is a specific,
unexpected and nonroutine event or
series of events that create high levels
of uncertainty and simultaneously
present an organization with both
opportunities and threats to its high-
priority goals.
- 2011, Ulmer, Sellnow & Seeger
http://en.wikipedia.org/wiki/File:Crisi-tunity.png
Monday, April 22, 13

11. Specific,
unexpected,
nonroutine?
Offers
opportunity?
Monday, April 22, 13

12. Flickr photo by Doug88888
Surprise!
Monday, April 22, 13

13. Flickr photo by donnagrayson
Threat or opportunity?
Monday, April 22, 13

14. Don’t say you’re
starving. You’re
not. Children in
Africa are
starving. You’re
just hungry.
@bekahsayshey
Perspective
Marley photo by @bootsmcMarley photo by @bootsmc
Monday, April 22, 13

15. What
qualifies
as a
crisis?
Monday, April 22, 13

16. Your star
quarterback
comes down
the flu and
has to miss
a game.
http://www.flickr.com/photos/51438986@N07/5019396750/Flickr photo by naturalhomecures34
Monday, April 22, 13

17. Specific,
unexpected,
nonroutine?
Offers
opportunity?
Monday, April 22, 13

18. A dorm burns down, forcing
many students to find new
housing in the middle of finals.
http://www.flickr.com/photos/3abr/2376313418/Flickr photo by Abdullah AlSaeed
Monday, April 22, 13

19. Specific,
unexpected,
nonroutine?
Offers
opportunity?
Monday, April 22, 13

20. A dean at your college travels
extensively out of the country and
you find he’s been filing expense
reports twice for each trip.
Flickr photo by ksbuehler
Monday, April 22, 13

21. Specific,
unexpected,
nonroutine?
Offers
opportunity?
Monday, April 22, 13

22. Real
crises...
Monday, April 22, 13

23. Flickr photo by jptully85
Rudy Giuliani and 9/11
Monday, April 22, 13

24. Flickr photo by Talk Radio News Service
BP spill and Tony Hayward
Monday, April 22, 13

25. Photo from The New York Times
Horace Mann and abuse
Monday, April 22, 13

26. http://t3chgeek.wordpress.com/2008/10/27/uca-update/
UCA and campus shooting
Monday, April 22, 13

27. Amity Island and the shark
Monday, April 22, 13

28. Flickr photo by bennettdesigns
Answer. It. Now.
Monday, April 22, 13

29. What do we do to
take advantage of
the opportunity
inherent in crisis?
Monday, April 22, 13

30. The book
Monday, April 22, 13

31. Before
Accept that crisis is quick and unexpected
and that the threat of a crisis is relative.
Monday, April 22, 13

32. Before
Determine goals and develop
good intentions prior to a crisis.
Monday, April 22, 13

33. Before
Engage in simulations and training.
Monday, April 22, 13

34. Before
Develop strong, positive relationships
with primary and secondary stakeholders
and a positive organizational reputation.
Monday, April 22, 13

35. Before
Establish effective organizational leadership.
Monday, April 22, 13

36. During
Communicate early about crisis, acknowledge
if you do not know something, and
then promise to stay in contact.
Monday, April 22, 13

37. During
Do not attempt to deny or cover up crisis.
Be open and honest.
Monday, April 22, 13

38. During
Avoid certain or absolute answers to the public
and media unless you are sure.
Monday, April 22, 13

39. During
Build a case for who responsible
for the crisis and why - if it’s not you.
Monday, April 22, 13

40. During
Accept that your stakeholders - including
members of the media - are your
partners in managing crisis.
Monday, April 22, 13

41. During
Listen to your stakeholders.
Cooperate with them and
work to build consensus.
Monday, April 22, 13

42. During
Do not overassure stakeholders about crisis impact.
Monday, April 22, 13

43. During
Help the public with advice about
how they can help themselves.
Monday, April 22, 13

44. During
Ensure that your organizational leadership
is visible and adaptable.
Monday, April 22, 13

45. After
Be prepared to question how your organization
thinks about and conducts business.
Monday, April 22, 13

46. After
Acknowledge that positive things
can come from crises.
Monday, April 22, 13

47. After
Look for and cultivate opportunities
for organizational renewal.
Monday, April 22, 13

48. After
Generate support from stakeholder groups
for change in an organization.
Monday, April 22, 13

49. After
Evaluate crisis response and adapt future
responses to make improvements.
Monday, April 22, 13

50. Amity Island and the shark
Monday, April 22, 13

51. Before
Flickr photo by Julius Pascua
Before
Monday, April 22, 13

52. During
Flickr photo by erik neufurth
During
Monday, April 22, 13

53. After
Flickr photo by Quernus Crafts
After
Monday, April 22, 13

54. Marley photo by @bootsmc#dolesswrong S/O @bpmore and @carriehphillips
It all comes down to this...
Monday, April 22, 13

55. Questions?
tosmith@ualr.edu  @marleysmom  501.324.9896
Monday, April 22, 13