This document provides guidance on crisis communication and managing the media during a crisis. It emphasizes being prepared before a crisis occurs by having a spokesperson and communication plan in place. When a crisis hits, it's important to develop a realistic message, keep information brief but detailed, refrain from criticizing others, and tell your side of the story honestly. Follow up with reassurance and release any bad news yourself. Effective apologies acknowledge responsibility and regret. The key is to focus on providing factual information and not speculate during a dynamic crisis situation.

1. Crisis
Communication
Manage the Media;
Don’t Let the Media
Manage You!

2. Every organization will face
a crisis at some point, and to
ignore that fact can only
compound the damage

3. Crisis & Crisis Communication
 An event that occurs suddenly, often
unexpectedly, and demands a quick
response
 A crisis can threaten the reputation of your
leadership and organization
 A well-managed crisis, however, can not only
preserve reputations and credibility but can
also enhance them

4.  Many organizations remain unprepared
for crises and their consequences, based
on surveys of executives.
 Answer: True
Source:
(CIRI/FH survey, reported in
O’Dwyer’s, May 2011)

5. A crisis is a commonplace occurrence
and fairly predictable.
 Answer: False; it’s important to distinguish
between a problem (commonplace and
predictable) and a crisis, so that you
don’t turn a problem into a crisis.

6. Your Crisis
 Developa list of the five most likely and
most devastating crises. Craft an initial
statement for each of these crises that would be
suitable as a first statement, and then for each,
develop a list of other information that would be
needed after that initial statement.

7. Other Crises
 Board/employee  Damaging rumors
misconduct  Damage from
 Employee layoffs natural causes
 Poor financial  Allegations made
performance  On-the-job
 Financial accidents
mismanagement

8. Crisis Dynamics
 Warning stage (proactive)
 Point of no return (reactive)
 Cleanup (reactive)
 Return to normal (proactive)
Source: Guth and Marsh’s Public Relations: A Values-Driven Approach

9. Crisis Communication
 Be prepared before a crisis occurs
 Good crisis communications is based on a
system already in place
 Beopen, honest and do what it takes to
facilitate stories
 Have a spokesperson and a plan

10. Crisis Management
(Yes, this term may sound like an oxymoron …)
Determine your audience’s awareness of
the problem:
For media relations
 Find out the journalist’s source to help with
your own research and response.
 Find out the journalist’s beat/approach.

11. Media Relations
 Media relations are activities involving
working directly with persons responsible for
the editorial (news and features), public
service and sponsored programming
products of mass media.
 Media outlets include:
 Print
 Television
 Radio
 Social Media

12. Media Tips 101
 Know the media most likely to cover you.
 Build
and use, but don’t abuse a good
contact list.
 Always
give the media information that is
newsworthy.

13. More Media Tips
 Take
advantage of breaking and national
news.
 Make yourself available to the media at
any time.
 Be creative, responsive and respectful.

14. Managing the Media
During a Crisis
 Develop a realistic (and reassuring)
message
 Keep information brief, but use enough
detail to resolve basic questions
 Refrain from commenting on your
opposition
 Tell your side of the story simply, honestly

15. Managing the Media
During a Crisis
 Establish credibility with fast honesty
 Follow up with messages of reassurance
 Release bad news yourself
 Get approvals ahead of time for some
“boilerplate” messaging, information
bulletins, safety warnings, and apologies

16. Apologies On Record
 Step away from defense mode, gather
information, and offer basic information before
apologies.
 It’s OK to be a brand defender, but be ready to
apologize if necessary. Effective apologies: are
delivered from the heart, put the public first,
accept responsibility, and use words of regret.
 Don’t speculate when deciding on whether to
apologize. You may quickly realize that your
organization owes the public an apology, but
wait until all the facts are in so you do it well.

17. Simple Tips:
 Don’t speculate!
 Find a way to release information
immediately, followed by updates,
based on facts as they become
available
 Talk to media personally, when able
(old-fashioned phone tree works)
 Use social media to push media to your
official messages

18. Don’t Forget to…
 Tell stories about your CAUSE
 Focus on positive outcomes
 Makestories simple rather than
complex
 Use consistent messaging