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Crisis? What Crisis? Any abnormal situation that interrupts
normal operations– Usually a surprise– Results in lack of control– Potential to attract attention/scrutiny– Time-sensitive, time-intensive– Threatens reputation, stability,
finances, competitive position, project viability, etc.
Some Basic Guidelines Focus internally first Be swift, direct & honest Always tell the truth – if you mess up, ‘fess up Cover the bases Tell the bad news first – before you’re forced
to Stick to the facts – don’t speculate Be flexible, accessible & proactive Provide regular updates Stay focused on the goal (one-day story)
Message Mapping Identify and prioritize stakeholders Determine specific concerns Analyze specific concerns for general concerns Brainstorm with message-mapping teams Collect supporting data for each key message
– Three key messages (seven to 12 words)– Three supporting facts each
Ask outside experts to test messages Plan delivery of messages and supporting
Address Core Values Health & safety of selves, families Value of possessions & property Environmental protection Economic security “Quality of life” issues
– Pride in community, career, etc.– Absence of conflict– Freedom from fear
Powerful Key Messages “Ultimately, the number is more than we can
bear. I believe from this tragedy the city, nation and world will become stronger. Stronger economically, politically and emotionally.”– Former New York Mayor Rudy Giuliani
“Clearly the events of the past several weeks have generated a great deal of media interest; however, HP hasn’t lost its focus on what is most important: our customers and our partners and our employees.”– Michael Moeller, HP spokesperson
And About the Media . . . Significant influence on public opinion They determine what’s news, not you No obligation to make you look good Objectivity for journalists objectivity for
business Generally not biased unless given a
reason (& trained to be skeptical) May know little about your business Can’t report what they don’t know Helping them helps you The Bottom
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." The Bottom
From the Horse’s MouthA North Carolina business editor:"The cooperativeness of a company and its communications officials very much affects our coverage. Cooperative companies are likely to get fairer treatment in stories because we're able to tell both sides of the story."
The Bottom Line Accept & embrace the media and the inevitable crises
– you will have to deal with them eventually Include public relations early at the management table Have crisis communications & issue-specific plans
ready Retain strategic counsel to supplement internal team
& provide objectivity Consider professional spokesperson coaching Practice for the good times . . . and the bad Conduct your business in a way that minimizes the
potential for crises and the disruption they bring Remember: it won’t last forever (the good or the bad).