When crises occur, your organization can dive, survive or thrive. Hear from leading industry professionals from ExxonMobil, Statoil and Murphy Oil discussing the 4-phases of crisis communications: Planning, Practice, Response and Recovery. Crosswind’s CPR+ program, in partnership with WPNT Communications, is designed to help you overcome the crisis and enhance your organizational reputation in the process.
8. Process
GRAPHIC
OVERVIEW
–
In
Progress
PHASE
I:
PLANNING
CONDUCT
A
RISK
ASSESSMENT:
Iden9fy
poten9al
scenarios
and
triggers
(highest
likelihood,
impact,
speed).
ADDRESS
THESE
FOUR
ESSENTIAL
AREAS:
• POLICIES
–
Establish
clear
framework,
boundaries
and
authority
to
enable
responders
to
make
decisions
with
confidence.
• PEOPLE
–
Determine
crisis
team
roles
(team
leader,
legal,
opera9ons,
HSE,
communica9ons,
etc.)
and
ensure
training,
drills
and
prepara9on.
• PLAN
–
Create
a
Crisis
Communica9ons
Plan:
who
will
do
what,
when.
Iden9fy
key
messages
and
audiences
before
the
crisis.
• PLATFORMS
–
Iden9fy
facili9es,
equipment,
technology,
and
resources
needed,
for
distribu9ng
informa9on,
monitoring
and
engaging.
RUSS
ROBERTS
U.S.
Public
Affairs
Opera9ons
Manager,
ExxonMobil
12. Process
GRAPHIC
OVERVIEW
–
In
Progress
PHASE
III:
RESPONSE
NOTIFICATIONS
–
Who
needs
to
know?
Clarify
roles
and
responsibiliDes,
and
the
steps
required
to
iniDate
both
a
tacDcal
and
strategic
response.
MESSAGING
–
What
can
we
say
now?
Use
the
four-‐part
crisis
message
model
in
your
“Defini&ve
Guide
for
Crisis
Communica&ons.”
Care,
Responsible
Ac=ons,
Coopera=ve
Efforts,
Resolve
ASSESSMENT
–
How
bad
can
this
get?
Determine
the
worst
case
scenarios
and
then
manage
stakeholder
expectaDons
accordingly.
ACTIVATION
–
Who
needs
to
do
what?
Put
the
emphasis
on
over-‐responding.
Get
caught
doing
the
right
thing!
PETER
SYMONS
Head
of
U.S.
External
&
Media
RelaDons,
Statoil
NOTIFICATIONS: Who needs to know? Clarify roles and responsibili7es, and the
steps required to ini7ate both a tac7cal and strategic response.
MESSAGING: What can we say now? Use the four-part crisis message model in
your “Guide to Crisis Communica0ons.”
Care, Responsible Ac:ons, Coopera:ve Efforts, Resolve
ASSESSMENT: How bad can this get? Determine the worst-case scenarios and
then manage stakeholder expecta7ons accordingly.
ACTIVATION: Who needs to do what? Put the emphasis on over-responding. Get
caught doing the right thing!
14. Process
GRAPHIC
OVERVIEW
–
In
Progress
PHASE
IV:
RECOVERY
SHIFT
TO
LONGER-‐TERM
ISSUES
MANAGEMENT:
Transi9on
from
emergency
response
to
crisis
management
to
crisis
leadership.
REPAIR
AND
ENHANCE
RELATIONSHIPS:
Don’t
disappear.
Emphasize
robust
and
on-‐going
communica9ons
with
affected
par9es
on
the
most
effec9ve
and
influen9al
channels.
CONDUCT
AN
AFTER-‐ACTION
REVIEW:
Address
failures
and
successes
on
the
opera9ons
and
communica9ons
sides
and
address
areas
for
improvement.
REPAIR
YOUR
REPUTATION:
Do
the
right
thing
and
don’t
be
afraid
to
let
people
know.
Google
is
the
new
“first
impression.”
Consider
the
value
of
proac9ve
reputa9on
management
post-‐crisis.
15. Russ
Roberts
U.S.
Public
Affairs
Opera3ons
Manager,
ExxonMobil
Jessica
Jackson
HSE
Global
Services
&
Crisis
Response
Manager,
Murphy
Oil
Corpora3on
Peter
Symons
Head
of
U.S.
External
&
Media
Rela3ons,
Statoil
PLANNING
PRACTICE
RESPONSE
RECOVERY
16. THANK
YOU!
CONTACT
US:
Thomas
Graham
Crosswind
Media
&
Public
RelaBons
Ray
Thompson
WPNT
CommunicaBons
tgraham@crosswindpr.com rthompson@wpntworld.com