"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)

The Catevo Group

“What, Me Worry?”
Crisis & Media Training in 30 Slides (or less)

Roger M. Friedensen, APR
Vice President
The Catevo Group

Crisis & Media Training | AENC| 10.12.07

© 2007 THE CATEVO GROUP CONFIDENTIAL NOT FOR DUPLICATION OR DISTRIBUTION 1

A Starting Point . . .
 What comes to mind when you hear . . . Public Relations

– Exxon Valdez?

Crises
 What comes to mind when you hear . . .
– Tylenol?
Reputation
Trashing 101

The Basics

The Bottom Line



But First, “Caveat Emptor”
 How do you eat an elephant? Public Relations

 One bite at a time
– Today’s presentation is not even a bite, more like Crises
a nibble . . .

Reputation
Trashing 101

The Basics

The Bottom Line



Square One …
 What is “Public Relations”? Public Relations

 “A communications function of management
through which organizations adapt to, alter or
Crises
maintain their environments for the purpose of
achieving organizational goals.”
Reputation
Trashing 101

The Basics

The Bottom Line



Public Relations
 Communications-based (& that’s two-way Public Relations

communications)
 Starts at the top
Crises
 Deals with change & adaptation
 Goal-oriented
Reputation
 Logical part of today’s business Trashing 101

environment . . .
The Basics
 The public has a stake in your biz (and your
members’ biz)
The Bottom Line



So W Makes News?
hat
 Good news, like: Public Relations

– Expansions, openings, awards, events
– Mergers, acquisitions Crises

– New products, services, hires
– Earnings, funding growth Reputation

– High-profile visits
Trashing 101

– Contributions, donations The Basics

– Human-interest stories
 Bad news, like: The Bottom Line

– Well, just about everything else . . .


Crisis? What Crisis?
 Any abnormal situation that interrupts normal Public Relations

operations
– Usually a surprise
Crises

– Results in lack of control
– Potential to attract attention/scrutiny
Reputation

– Time-sensitive, time-intensive Trashing 101

– Threatens reputation, stability, finances,
The Basics
competitive position, project viability, etc.

The Bottom Line



Public Relations

Crises

So What’s Been a Crisis for You?
Reputation
Trashing 101

The Basics

The Bottom Line



Crises
 Natural disasters Public Relations

 Accidents (mechanical, human error)
 Legal or financial difficulties Crises

 Government actions
 Criminal activities Reputation
Trashing 101
 Employee incidents
 Environmental incidents The Basics

 High-profile events
The Bottom Line



Types of Crises
 Sudden Public Relations

– Exploding
– Immediate Crises

– Demand attention
 Smoldering Reputation
Trashing 101

– Building
– Continuing The Basics

The Bottom Line



Rule #1
You can’t manage a crisis, but Public Relations

You can manage your response
Crises

Reputation
Trashing 101

The Basics

The Bottom Line



Some Basic Guidelines
 Focus internally first Public Relations

 Be swift, direct & honest
 Always tell the truth – if you mess up, ‘fess up Crises

 Cover the bases
 Tell the bad news first – before you’re forced to Reputation
Trashing 101
 Stick to the facts – don’t speculate
 Be flexible, accessible & proactive The Basics

 Provide regular updates
 Stay focused on the goal (one-day story) The Bottom Line



Message Mapping
 High stress changes the rules Public Relations

– 80% missed through negative dominance
 Message mapping involves SMEs, Crises

communication specialists and public policy,
legal and management expertise
Reputation
 Benefits of message mapping Trashing 101

– Helps ensure accuracy and follow-up through
cross-section involved
The Basics

– Requires consensus
– Yields organized and prioritized information The Bottom Line



Message Mapping
 Identify and prioritize stakeholders Public Relations

 Determine specific concerns
 Analyze specific concerns for general concerns Crises

 Brainstorm with message-mapping teams
 Collect supporting data for each key message Reputation
Trashing 101
– Three key messages (seven to 12 words)
– Three supporting facts each
The Basics

 Ask outside experts to test messages
 Plan delivery of messages and supporting
The Bottom Line
information


Stakeholders

 Employees/families  News media Public Relations

 Members  NGOs
 Board of directors  Vendors Crises

 Neighbors  Contractors
 Emergency response  Customers
Reputation
 Regulators (direct  Business leaders Trashing 101

contacts, PIOs, etc.)  Industry thought leaders
 Government leaders  Investors, analysts The Basics

(appointed/elected)  Funders, donors
 Community leaders
The Bottom Line



Address Core Values
 Health & safety of selves, families Public Relations

 Value of possessions & property
 Environmental protection Crises

 Economic security
 “Quality of life” issues Reputation
Trashing 101
– Pride in community, career, etc.
– Absence of conflict The Basics

– Freedom from fear
The Bottom Line



An Example
West Nile Virus Message Map
Public Relations
Stakeholder: Citizens of a community threatened by the virus
Question: How can we protect ourselves?

Key Message: Key Message: Key Message: Crises
“Remove standing “Wear Protective “Use Insect Repellant”
water” Clothing”
Supporting Fact 1.1 Supporting Fact 2.1 Supporting Fact 3.1 Reputation
Old Tires Long Sleeves Deet Trashing 101

Supporting Fact 1.2 Supporting Fact 2.2 Supporting Fact 3.2
The Basics
Flower Pots/Bird Baths Long Pants 23%

Supporting Fact 1.3 Supporting Fact 2.3 Supporting 3.3
Cat/Dog Dishes Dusk and Dawn No Substitutes The Bottom Line



Powerful Key Messages
 “Ultimately, the number is more than we can Public Relations

bear. I believe from this tragedy the city, nation
and world will become stronger. Stronger
economically, politically and emotionally.” Crises

– Fo rm e r N w Yo rk M y o r Rud y G iulia ni
e a
 “Clearly the events of the past several weeks Reputation
Trashing 101

have generated a great deal of media interest;
however, HP hasn’t lost its focus on what is The Basics

most important: our customers and our
partners and our employees.”
The Bottom Line
– M ha e l M e lle r, HP s p o ke s p e rs o n
ic o



Credibility is the Key
 Three components of credibility Public Relations

– Trust
– Expertise Crises

– Dynamism
 It all starts – and ends – with trust Reputation
Trashing 101

The Basics

The Bottom Line



10 W to Trash a Reputation
ays
1. Wait till the last minute: why prepare now if it Public Relations

may not happen at all?
2. Ignore your employees or members: it’ll just
Crises
distract them
3. Ignore the media: heck, they’ll just twist the
truth anyway Reputation
Trashing 101

4. Play by your rules only: why give a hoot about
what anyone else wants? The Basics

5. Never accept responsibility or apologize: my
lawyer always knows best! The Bottom Line



10 W to Trash a Reputation
ays
6. Ignore emotions: feelings are for wimps – Public Relations

Facts Rule!
7. Cooperate only when you really have to:
Crises
keep your head down & your mouth shut.
8. Provide only the bare minimum: why invite
confusion with details? Reputation
Trashing 101

9. Dazzle ‘em with jargon: if a little is good, then
a lot is even better! The Basics

10. Ignore it & it will go away…
The Bottom Line



And About the Media . . .
 Significant influence on public opinion Public Relations

 They determine what’s news, not you
 No obligation to make you look good Crises

 Objectivity for journalists ≠ objectivity for
business Reputation

 Generally not biased unless given a reason (& Trashing 101

trained to be skeptical)
The Basics
 May know little about your business
 Can’t report what they don’t know
Helping them helps you
The Bottom Line




From the Horse’s Mouth

Sam Donaldson, Ho ld O n M Pre s id e nt:
r. Public Relations

“Whe n p e o p le a s k m e ho w to g e t a fa vo ra ble
s to ry , Ite ll the m tha t y o u c a n't bribe m e , y o u c a n't Crises

intim id a te m e , y o u m a y be a ble to ba m bo o z le m e
(but whe n Ifind o ut a bo ut it, I be m a d a s he ll),
'll Reputation

but y o u c a n g e t the be s t s to ry p o s s ible by ta king Trashing 101

m e s e rio us ly a nd le ve ling with m e . A us ua lly , it
nd
The Basics
is fa r be tte r to te ll the p re s s wha t y o u c a n if y o u
wa nt to a vo id a ba d s to ry . "
The Bottom Line



From the Horse’s Mouth
A North Carolina business editor: Public Relations

" The c o o p e ra tive ne s s o f a c o m p a ny a nd its
c o m m unic a tio ns o ffic ia ls ve ry m uc h a ffe c ts o ur Crises

c o ve ra g e . Co o p e ra tive c o m p a nie s a re like ly to g e t
fa ire r tre a tm e nt in s to rie s be c a us e we 're a ble to
Reputation
te ll bo th s id e s o f the s to ry . " Trashing 101

The Basics

The Bottom Line



If You Remember Only Four Things
 Tell the truth – if you mess up, ‘fess up Public Relations

 Be conversational, but remember it’s not a
conversation
Crises
– Keep emotions and ego in check
 Concise block answers built on:
Reputation
– Never speculate – focus on the facts as you Trashing 101

know them
– Use key messages (<3) and sparklers
The Basics

– Use bridges
 Prepare & practice . . . then practice some The Bottom Line

more


The Bottom Line
 Accept & embrace the media and the inevitable crises –
Public Relations
you will have to deal with them eventually
 Include public relations early at the management table
Crises
 Have crisis communications & issue-specific plans ready
 Retain strategic counsel to supplement internal team &
provide objectivity Reputation
Trashing 101

 Consider professional spokesperson coaching
 Practice for the good times . . . and the bad The Basics

 Conduct your business in a way that minimizes the
potential for crises and the disruption they bring The Bottom Line

 Remember: it won’t last forever (the good or the bad).


The Catevo Group

Thank You!
Crisis & Media Training in 25 Slides (or less)

Roger M. Friedensen, APR
rfriedensen@catevo.com



"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)

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