Writing a CrisisWriting a Crisis
Communication PlanCommunication Plan
Presented by Ellen DavisPresented by Ellen Davis
Director of CommunicationsDirector of Communications
Southwestern UniversitySouthwestern University

What is a crisis communicationWhat is a crisis communication
plan?plan?
 A crisis communication plan spellsA crisis communication plan spells
out the role a universityout the role a university
communications office plays in acommunications office plays in a
crisis situation. It is designed tocrisis situation. It is designed to
COMPLEMENT your university’sCOMPLEMENT your university’s
emergency response plan.emergency response plan.

Why have a crisis communicationWhy have a crisis communication
plan?plan?
 Puts everything in one placePuts everything in one place
 Helps you remember things you needHelps you remember things you need
to do in a crisis situationto do in a crisis situation
 Clearly defines duties andClearly defines duties and
familiarizes staff members with theirfamiliarizes staff members with their
assignmentsassignments
 Can serve as the basis for aCan serve as the basis for a
communication plan for other thingscommunication plan for other things
such as Avian Flusuch as Avian Flu

What should be in a crisisWhat 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 universityHow to assess whether university
communications needs to getcommunications needs to get
involved in a situationinvolved in a situation

The role of universityThe role of university
communications in a crisis:communications in a crisis:
 Establishing a media briefing center andEstablishing a media briefing center and
media operations center (if necessary)media operations center (if necessary)
 Designating a spokespersonDesignating a spokesperson
 Drafting official statements or newsDrafting 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 (ifActivating an emergency Web site (if
necessary)necessary)

Notifying key constituencies in aNotifying key constituencies in a
crisiscrisis
Often, various offices on campus can assistOften, various offices on campus can assist
with this. For example:with this. For example:
 Alumni relations can communicate withAlumni relations can communicate with
alumnialumni
 Student life could communicate withStudent life could communicate with
students and parents.students and parents.
 The president’s office can communicateThe president’s office can communicate
with trusteeswith trustees
 The chief of police can communicate withThe 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 uponDuring 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 beYour 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 inthose 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 upYour events staff might be asked to help set up
a press conference.a press conference.
 Support staff might have to field media callsSupport 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 thatYour 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 toMedia 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 itYour plan should be evaluated to see if it
worked.worked.
 There may be some corrective measuresThere 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 ofYour crisis plan should include lots of
practical information. Be sure you updatepractical 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 keyPhone 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 emergencyLocal and state emergency
respondersresponders
 Local hospitals and public healthLocal hospitals and public health
officialsofficials

AppendicesAppendices
(lists and more lists!)(lists and more lists!)
State and national higher educationState and national higher education
contacts:contacts:
 Your state higher educationYour state higher education
coordinating boardcoordinating board
 Professional organizations such asProfessional organizations such as
ICUT, NAICU, CASE, CIC, ACE, ACSICUT, NAICU, CASE, CIC, ACE, ACS
 PR contact at other higher edPR 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 publicDo’s and don’ts of emergency public
relationsrelations
 Local news broadcast timesLocal news broadcast times
 News release templates for variousNews 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 elseTake 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 aboutAvoid 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 theDon’t fill the silence left after you answer a question. If the
reporter does not ask another, don’t feel you must continuereporter does not ask another, don’t feel you must continue
talking.talking.
 Don’t use jargonDon’t use jargon