1. Crisis Communication Disaster shouldn’t mean silence 2011.07.20 brownsville 325 East Park Drive Brownsville, TX 78520 956.266.9613 houston 945 McKinney Suite 115 Houston, TX 77002 281.793.5928 san antonio 23705 IH-10 West Suite 209 San Antonio, TX 78257 210.824.3229 gilbertovelasquez.com/docs/disastercom.pdf

2. Audience Messaging Opening Statement Gilberto Velasquez & Associates lives by one single core belief: Amat Victoria Curam “ Victory loves preparation” We believe, in all things, that proper preparation prevents poor performance. This is why we believe in preparing and presenting not only those things which are requested, we expand upon the possibilities. This document, prepared for Sandra Fernandez, is part of our commitment to local government & non-profit entities to enable you to be prepared so that you remain victorious no matter what the challenge. Lessons learned herein were drawn from the Gallery Furniture fire. gilbertovelasquez.com

10. Messaging during a disaster needs to be accurate, professional, and CAN be somewhat emotional. People need to know that you, and your organization, are human. This is your chance to gain a positive valence with a new audience, and take a European approach: show your humanity. That gains more respect and added value. audience messaging Audience Messaging Audience Messaging audience messaging gilbertovelasquez.com

11. audience messaging Audience Messaging Audience Messaging You are interconnected Your community is a part of you – that community is inclusive of both people and companies that make the society your institution resides in function. From brand identity to public relations, traditional media to social media, government to industry, a disaster communication plan allows your messaging to remain active with this community. The designated PIO for disaster has to not only execute the plan, but assure they have a head-check and let things happen. Mistakes will be made in messaging, be ready for that – correct, forgive and move on. gilbertovelasquez.com

12. Audience Messaging Closing Statement Gilberto Velasquez & Associates reminds you: Plans always look great on paper, but even Donald Rumsfeld thought Iraq was going to be a cake walk when he had it typed out. To that end, we value one other piece of wisdom gained from ol’ “Rummy” that we take heart to in every endeavour we get into: You go to war with the army you have, not the army you want. Too often, marketing and brand / PR firms advise you on pie-in-the-sky tactics, always keep in mind when designing a plan that you work with the best of what you have can immediately obtain. Don’t rely on ideal concepts of hardware, software, telephony, etc. When you have a firm grasp of your own reality, then you can make a realistic communication disaster plan that leverages your institutional strengths. gilbertovelasquez.com