Public Relations and
Strategic Communications
for Nonprofits
Professor Nicholas Leshi

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Strategic Planning

Strategic Planning

Responding to a Media Crisis
and Managing Backlash

Responding to a Media Crisis
and Managing Backlash
Identify a risk before it turns into a
tragedy leading to media frenzy so you
can properly deal with a crisis when it
occurs.

Four Areas of
Crisis Communications Management

Four Areas of
Crisis Communications Management
1. Crisis Communications Plan

Four Areas of
Crisis Communications Management
2. Prevention and Risk Management

Four Areas of
Crisis Communications Management
3. Roles and Responsibilities

Four Areas of
Crisis Communications Management
4. Possible Scenarios

Gearing Up for a Crisis

Gearing Up for a Crisis
When dealing with the media, one must be
organized, professional, and truthful.

Gearing Up for a Crisis
In a true crisis, a crisis communications plan
that anticipates the worst, is well thought out,
and is ready to be implemented at a moment’s
notice can be your valuable resource.

Gearing Up for a Crisis
To weather a crisis with minimal damage,
you can set systems and procedures in place
now that will continue to provide a framework
for action.

Three Basic Rules
For a Crisis Communications Plan

Three Basic Rules
For a Crisis Communications Plan
1. Prepare for the worst.

Three Basic Rules
For a Crisis Communications Plan
2. Remain calm and in control if a crisis
happens.

Three Basic Rules
For a Crisis Communications Plan
3. Be proactive after a crisis occurs.

Steps to Take as a Precaution
Before a Crisis Happens

Steps to Take as a Precaution
Before a Crisis Happens
Invite staff and colleagues to participate
in the development of a plan.

Steps to Take as a Precaution
Before a Crisis Happens
Form an internal task force, a Crisis
Management Team.

Steps to Take as a Precaution
Before a Crisis Happens
Make sure everyone knows what to do
if a crisis occurs.

Steps to Take
When a Crisis Hits

Steps to Take
When a Crisis Hits
Stay in control.

Steps to Take
When a Crisis Hits
Keep your target audience in focus.

Steps to Take
When a Crisis Hits
Have clearly developed messages.

Steps to Take
When a Crisis Hits
Have clearly defined roles.

Steps to Take
When a Crisis Hits
Decide who will speak with the media.

Steps to Take
When a Crisis Hits
Monitor media coverage.

Steps to Take
When a Crisis Hits
Maintain internal communications.

Steps to Take
When a Crisis Hits
Provide a quick analysis of the situation
and its impact.

Steps to Take
When a Crisis Hits
Be truthful and honest.

Steps to Take
When a Crisis Hits
Prepare background documents in advance.

Prevent a Crisis
By Identifying Risks
and Managing the Situation

Prevent a Crisis
By Identifying Risks
and Managing the Situation
The best approach is to identify potential risks
and to manage them before they get out of
control.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
When a crisis occurs, the organization must be
prepared to act, not react.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Nonprofits will be held to a higher standard
than corporations in relation to finances,
safety, and service to your community. If
there is a lack of transparency or even a
hint of cover-up, the media will rightfully
become the watchdogs for the public.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Given the importance of planning for a crisis,
it is useful to start your planning well in
advance with a risk assessment exercise to
help you recognize and address potential
problems. Develop holding statements for
any potential crisis scenarios.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Managing a crisis entails:

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Managing a crisis entails:
• Knowing what to do when a crisis happens.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Managing a crisis entails:
• Knowing what to do when a crisis happens.
• Knowing what to do afterward.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Managing a crisis entails:
• Knowing what to do when a crisis happens.
• Knowing what to do afterward.
• Knowing how to work with the media
throughout.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
General rules to remember:

Prevent a Crisis
By Identifying Risks
and Managing the Situation
General rules to remember:
• Develop a crisis management plan
before a crisis happens.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
General rules to remember:
• Develop a crisis management plan
before a crisis happens.
• Define basic operating principles,
such as “don’t lie to the media,”
from the beginning.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
General rules to remember:
• Develop a crisis management plan
before a crisis happens.
• Define basic operating principles,
such as “don’t lie to the media,”
from the beginning.
• Be prepared at all times to field a call
from the media about something negative.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
General rules to remember:
• Develop a crisis management plan
before a crisis happens.
• Define basic operating principles,
such as “don’t lie to the media,”
from the beginning.
• Be prepared at all times to field a call
from the media about something negative.
• Develop clear messages that focus on
people first.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
More general rules to remember:

Prevent a Crisis
By Identifying Risks
and Managing the Situation
More general rules to remember:
• Present a spokesperson with good
media skills.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
More general rules to remember:
• Present a spokesperson with good
media skills.
• Refer all media requests to a single PR
office or spokesperson.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
More general rules to remember:
• Present a spokesperson with good
media skills.
• Refer all media requests to a single PR
office or spokesperson.
• Monitor local media coverage as a situation
unfolds.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
More general rules to remember:
• Present a spokesperson with good
media skills.
• Refer all media requests to a single PR
office or spokesperson.
• Monitor local media coverage as a situation
unfolds.
• Form a proactive media team to correct
inaccurate information.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Even more general rules to remember:

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Even more general rules to remember:
• Be available to deal with a potential
crisis 24 hours a day, 7 days a week.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Even more general rules to remember:
• Be available to deal with a potential
crisis 24 hours a day, 7 days a week.
• Immediately identify adversaries who
are likely to be critical and anticipate
responses.

Prevent a Crisis
By Identifying Risks
and Managing the Situation
Even more general rules to remember:
• Be available to deal with a potential
crisis 24 hours a day, 7 days a week.
• Immediately identify adversaries who
are likely to be critical and anticipate
responses.
• Repeat key messages everywhere you
can.

Priority Objectives in a Crisis

Priority Objectives in a Crisis
People first. Think of the victims and their
families. Shield children of victims or the
accused from intrusive media attention.

Priority Objectives in a Crisis
If laws were broken, cooperate
to seek justice.

Priority Objectives in a Crisis
Provide support for staff.

Priority Objectives in a Crisis
Review the situation for potential liability
issues, and implement strategies for
addressing them.

Priority Objectives in a Crisis
Minimize damage to the organization’s
operations and reputation.

Priority Objectives in a Crisis
Set the record straight or rebuild public
confidence in your organization.

Short-Term Communications Strategy

Short-Term Crisis Communications Strategy
Be accountable.

Short-Term Crisis Communications Strategy
Take action.

Short-Term Crisis Communications Strategy
Commit to change.

Short-Term Crisis Communications Strategy
Set roles and responsibilities.

Crisis vs. Controversy

Crisis vs. Controversy
Recognize the difference.

Crisis vs. Controversy
Frame an issue.

Crisis vs. Controversy
A bad event can spiral out of control.

Crisis vs. Controversy
Avoid overreacting.

Crisis vs. Controversy
Form an early warning network (a Crisis
Management Team).

Crisis vs. Controversy
Be aware of possible media bias. Put your
concerns in writing. Refuse to accept bad
reporting.

Sample Case Studies
San Antonio Zoo

Sample Case Studies
Brooklyn Parks

Sample Case Studies
Coyotes in New York City

Sample Case Studies
New York City Tourism

DUE NEXT CLASS
Reaction Essay #5
Write about a nonprofit organization that faced a
crisis and describe if they handled it well or if they
handled it poorly.
Length = Minimum one paragraph, maximum one
page.
Email to = nickleshi@aol.com
File format: Microsoft Word, GoogleDoc, or PDF

DUE ON OR BEFORE MAY 8
Final Essay assignment
Analyze the Public Relations and strategic
communication strategy of a nonprofit
organization of your choice, based on the
topics we discussed this semester in class.
Length = 4 pages
Email no later than May 8 to = nickleshi@aol.com
File format: Microsoft Word or GoogleDoc