How to manage crises: crisis management 101

1. How to Manage Crises
Session 1: Crisis Management 101
IABC CRISIS WEBINAR SERIES | OCTOBER 7, 2015
#CrisisPR | @JohnDeveney | @IABC

2. IABC CRISIS WEBINAR
7-WEEK SERIES
SESSION 1: CRISIS MANAGEMENT 101
1. Oct. 7 – Crisis Management 101
2. Oct. 14 – Lessons Learned from Hurricane Katrina
3. Oct. 21 – Crisis Management on Digital Platforms
4. Oct. 28 – Crisis Management in Health Care Marketing
5. Nov. 4 – Litigation Crisis Management Involving Executive/Board Leadership and Regulatory Agencies
6. Nov. 11 – Lessons Learned from the Deepwater Horizon Oil Spill
7. Nov. 18 – Working with Municipal Authorities During a Crisis
EVERY WEDNESDAY | 11 AM CST

3. Let’s Discuss
#CrisisPR @JohnDeveney @IABC
TWEET US YOUR QUESTIONS
#CrisisPR | @JohnDeveney | @IABC

4. Crisis Management 101
IABC CRISIS WEBINAR SERIES
Crisis:
Defined
Approach
Planning
Roles
In Summary
Agenda Q&A

5. IT’S NOT A MATTER
OF IF, BUT WHEN A
CRISIS WILL HIT
SESSION 1: CRISIS MANAGEMENT 101

6. WHAT IS CRISIS?
SESSION 1: CRISIS MANAGEMENT 101
• Extraordinary occurrence with potential to harm the reputation of a business
• Crucial point or situation; turning point
• Uncontrollable
• Publicly scrutinized
• Not always a tornado, fire, flood or scandal
• Not being able to provide the minimum level of service as needed and expected
• Threatening to:
– Growth
– Stability
– Employee/investor confidence
– Reputation
– License to operate

7. 8 GOLDEN RULES
OF CRISIS
SESSION 1: CRISIS MANAGEMENT 101
1. Tell the truth
2. Communicate quickly
3. Take responsibility
4. Do not attempt to cover up
5. Prepare management, employees
6. Implement crisis plan of action
7. Planning should never end; update continuously
8. Practice makes perfect

8. WHEN MISHANDLED,
NOT SO GOOD
SESSION 1: CRISIS MANAGEMENT 101
• Loss of consumer, investor or outside stakeholder confidence
• Loss of employee morale and productivity
• Long-term reputation damage, irreparable harm
• Increased liability exposure

9. WHEN HANDLED WELL,
HEROES ARE BORN
SESSION 1: CRISIS MANAGEMENT 101
• Accelerated change, improvements
• Problems are faced
• New strategies evolve
• Market differentiation
• Increased visibility and name recognition
• Opportunity to show competency and leadership
• Improved customer and employee relations
• Lessons learned for future preparation

10. NEVER ASSUME A CRISIS
IS OVER UNTIL YOUR
AUDIENCE SAYS SO
SESSION 1: CRISIS MANAGEMENT 101

11. DON’T UNDERESTIMATE
THE POWER OF
SESSION 1: CRISIS MANAGEMENT 101
• A single disgruntled customer
• The internet and social platforms
• The ability of customers to detect unreasonable profit, cover ups
• Customer calls = early warning sign

12. CRISIS: STEP-BY-STEP
SESSION 1: CRISIS MANAGEMENT 101
1. Identification
2. Alert management team
3. Implement crisis response plan
4. Notify security, switchboard
5. Refine key messages, response
6. Monitor social and traditional media
7. Inform employees
8. Evaluate

13. GOALS IN
A CRISIS
SESSION 1: CRISIS MANAGEMENT 101
• Protect long-term brand perception
• Shorten lifecycle
• Make strategic decisions
• Limit negative consequences
• Show control
• Shape appropriate brand image and reputation
• Inform stakeholders
WHAT’S ARE OTHER GOALS? TWEET US.
#CrisisPR @JohnDeveney @IABC

14. EXPECT THE UNEXPECTED
AND MORE
SESSION 1: CRISIS MANAGEMENT 101
• Information demands
• Insufficient information
• Aggressive questioning
• Escalating flow of events
• High stress levels, anxiety and fatigue
• Severe time constraints and tight deadlines

15. THE ROAD IS LINED
WITH PITFALLS
SESSION 1: CRISIS MANAGEMENT 101
• No action plan
• Timing
• Technology
• Media pressure
• Unprepared/overwhelmed spokesperson
• Problems with crowd control

16. PLANS ARE NOTHING,
PLANNING IS EVERYTHING
SESSION 1: CRISIS MANAGEMENT 101

17. WHY DO WE CHART
OUR COURSE?
SESSION 1: CRISIS MANAGEMENT 101
• Gives vision and equilibrium
• Defines roles and responsibilities
• Provides roadmap for prioritized action
• Ensures an effective reaction
• Gives times for decision making

18. ONE SHOT:
MAKE IT COUNT
SESSION 1: CRISIS MANAGEMENT 101
• Revise
• Rehearse
• Timely
• Concise
• Consistent
• Credible
• Accurate
• Reflective of company values
• Electronic and print

19. ONE WORD:
TOOLKIT
SESSION 1: CRISIS MANAGEMENT 101
• Existing communication program
• Key messages and goals
• Weaknesses and vulnerabilities
• Competition
• Media protocol
• Key media contacts
• Current news and industry issues
• Holding statements
• Deposits in the account of public goodwill

20. PROOF IS IN
THE PLANNING
SESSION 1: CRISIS MANAGEMENT 101
• Exposure issues
• Scope of crisis
• Composition of team and roles *
• Contact information/lists
• Communication policy – halt/delay protocol
• Media policy *
• Social media policy
• Locations for command posts
• Press kit template
• Website plan
• Target audiences
• Anticipated Q&As *
• Research, preparation
• Vulnerability audit
• Clear, define tasks and functions for everyone
• Practice, practice, practice
• Strategic messaging for every problematic, hard
question imaginable
• Communication protocols
– Internal (employees, stakeholders, etc.)
– External (website, social media, etc.)
WOULD YOU LIKE A SAMPLE OF ANY
ITEMS MARKED WITH AN ASTERIK?
Direct Message: @JohnDeveney
with your email and selections

21. EXPOSURE ISSUES:
DESTINATION EXAMPLE
SESSION 1: CRISIS MANAGEMENT 101
Tier 1
• Lack of accurate understanding/awareness
• Perception of high crime
Tier 2
• Crime
• Hurricanes
• Lingering impressions of Katrina
• Lack of clear brand/cohesive brand
• Aging infrastructure
Tier 3
• Airlift
• Cleanliness
• Diversity (within organization, among members and when
it comes to attracting visitors)
• Government blacklist/perception that destination is too fun
for certain groups
Tier 4
• Corruption, perception of corruption
• Lingering impressions of oil spill
• Seafood safety
• Public transportation

22. Let’s Discuss
#CrisisPR @JohnDeveney @IABC
TWEET US YOUR QUESTIONS
#CrisisPR | @JohnDeveney | @IABC

23. ROLES AND
RESPONSIBILITIES
SESSION 1: CRISIS MANAGEMENT 101

24. SESSION 1: CRISIS MANAGEMENT 101
WHAT’S THE ROLE
OF COUNSEL?
• Achieve consensus
• Safeguard the public
• Ensure honesty
• Provide perspective
• Focus on goal
• Think long-term
• Be proactive and take charge
• Think big picture, tiny details
• Manage perceptions and expectations
• Provide analysis and feedback

25. SESSION 1: CRISIS MANAGEMENT 101
KEY RESPONSIBILITIES
OF THE COMMUNICATOR
• Instill confidence in your various publics
• Place the crisis in its proper perspective
• Keep messaging on point
• Keep your staff, clients and vendors
informed
• Communicate with internal audience first
– Distribute messages and talking
points throughout organization
– Share media protocol to ensure
all inquiries flow through media
contact
• Acknowledge situation and immediately
offer a remedy
• Strategy must be simultaneously
managed on all your online channel
• Develop themes to frame the story

26. SESSION 1: CRISIS MANAGEMENT 101
ASK THE RIGHT
QUESTIONS
• How has your organization prepared for the crisis?
• How has your organization helped others in previous similar situations?
• What advances have you made in preparation for situations like this?
• What are some of the successes you’ve achieved?
• What have you done to prevent this crisis?
• Are you perceived as the “leader” in this area?

27. SESSION 1: CRISIS MANAGEMENT 101
ASSIGN TEAM ROLES
AND RESPONSIBILITIES
• Crisis coordinator
• Strategist(s)
• Lawyer(s)
• Spokesperson(s)
• Info gatherer(s)
• Writer(s)
• Web manager
• Social media aggregator/manager
• Command post manager
• Media center manager
• Log keeper(s)/administrative support
• Courier(s)
• Multimedia support
• Victim group manager
• Security
WOULD YOU LIKE A COMPLETE
DESCRIPTION FOR EACH OF THESE ROLES?
Direct Message: @JohnDeveney
with your email address

28. SESSION 1: CRISIS MANAGEMENT 101
WHO’S THE RIGHT
SPOKESPERSON?
1. CEO
2. Vice President
3. Director of Communication
4. Director of a specific area
5. Third-party representative
6. Outside crisis consultant/agency
WHAT’S YOUR VOTE? TWEET US.
#CrisisPR @JohnDeveney @IABC

29. IN SUMMARY
SESSION 1: CRISIS MANAGEMENT 101

30. 6 FUNDAMENTALS
IN CRISIS STRATEGY
SESSION 1: CRISIS MANAGEMENT 101
1. Establish ground rules
2. Be consistent
3. Develop trusted sources
4. Develop and execute a daily plan
5. Prepare for every interview
6. Treat the media equally
HAVE KEY DOCUMENTS YOU’D LIKE US TO
REVIEW AND OFFER FEEDBACK? SHARE.
Direct Message: @JohnDeveney
with your email address

31. Let’s Connect
JDEVENEY@DEVENEY.COM
Q&A | SHARE YOUR FEEDBACK WITH US
#CrisisPR | @JohnDeveney | @IABC