Principles of a Successful Crisis Communications Strategy Session 16 Slide Deck Session 16 Slide 16 1 Session Objectives Objective 16 1 Review five c by ewghwehws


									Principles of a Successful Crisis
  Communications Strategy
        Session 16 Slide Deck

                Session 16      Slide 16-1
      Session Objectives
Objective 16.1: Review five critical
assumptions concerning crisis

Objective 16.2: Discuss the nine principles
that emergency officials should embrace in
order to design and implement a successful
crisis communications strategy.

                  Session 16            Slide 16-2
   Five Critical Assumptions
• Customer Focus
• Leadership Commitment
• Inclusion of Communications in Planning
  and Operations
• Good Information
• Media Partnership

                   Session 16          Slide 16-3
          Customer Focus
• Focus on customers and customer service
• Guide communications with the public and
  with all partners in emergency management
• Placing the needs and interests of
  individuals and communities first
• Being responsive and informative
• Managing expectations
                   Session 16          Slide 16-4
    Leadership Commitment
• Commitment to sharing information
• Endorse open communications
• Model behavior

                   Session 16         Slide 16-5
 Inclusion of Communications
  in Planning and Operations
• Communications Specialist is included in senior
  management team.
• Communications is on equal footing with Planning
  and Operations.
• Demand is high for timely and accurate
• How to communicate what is going on critical to
  all phases of response and recovery.

                      Session 16             Slide 16-6
      Situational Awareness
• Key to an effective disaster response
• Collection, analysis, and dissemination of
  information from the disaster site
• Sharing this information is all important

                     Session 16           Slide 16-7
        Media Partnership
• Primary role in communicating with the
• Greater reach to public
• Provide timely and accurate information
• Partnership between emergency managers
  and media

                   Session 16          Slide 16-8
    Characteristics of an Effective
        Media Partnership
•   Communications network
•   Media access
•   Define roles
•   Manage public expectations
•   Speed the recovery

                     Session 16   Slide 16-9
Principles Provide Guidance On:
• How to talk to their customers
• How to ensure that they can talk to their
• What to say and what not to say
• How to be accurate and timely
• When to talk and how to connect to your
  customers when you talk
                     Session 16          Slide 16-10
Principles of Good Crisis Communications
• Focus on the needs of your customers.
• Make a commitment to effective communications.
• Make communications an integral part of all Planning and
• Be transparent in your communications.
• Ensure that your information is accurate.
• Release information in a timely manner.
• Make yourself, your staff, and others, where appropriate,
  available and accessible.
• Create an emotional connection with your audience.
• Build a partnership with the media and the “first informer”
  community.                   Session 16                 Slide 16-11
     Principle: Customer Focus
•   Drives all actions
•   Provide needed information
•   Work on customer’s schedule
•   Use language customers understand
•   Work with trusted community leaders
•   Recognize language and cultural differences
•   Respect functional needs populations
                      Session 16          Slide 16-12
    Customer Focus: Understanding
    what information customers need
•   Response
•   Preparedness
•   Mitigation
•   Recovery

                   Session 16   Slide 16-13
   Customer Focus: Work on your
customer’s schedule and not your own
• Simple and common sense
• Small business example

                  Session 16    Slide 16-14
  Customer Focus: Use language
 that most people can understand
• No jargon
• Don’t use pronouns
• Use accessible language

                   Session 16   Slide 16-15
 Customer Focus: Recognize language and
cultural differences among your customers

• Non-English speakers
• Translations and translators
• Tulsa Language/Culture Bank

                   Session 16       Slide 16-16
Customer Focus: Identify trusted community
leaders who can facilitate communications in
        disadvantaged neighborhoods

• Messages ignored
• Identify trusted community leaders
• Communications hub and more

                    Session 16         Slide 16-17
Customer Focus: Respect functional needs
populations and take action to meet their
     specific communications needs

•   Sight
•   Hearing
•   Learning
•   Cognitive

                  Session 16         Slide 16-18
Customer Focus: Use the appropriate
  media to reach your customers
•   Television
•   Radio
•   Internet
•   Newspapers
•   Social media

                   Session 16   Slide 16-19
 Principle: Leadership Commitment

• Be an active participant in communications.
• Include Communications Director on senior
  management team.
• Hire and maintain professional staff.
• Invest in ongoing training for staff.
• Invest resources in communications.

                    Session 16          Slide 16-20
Leadership Commitment: Be an active
   participant in communications
• Principal agency spokesperson
• Campaign design and implementation
• Working with elected officials

                  Session 16           Slide 16-21
 Leadership Commitment: Include
 communications director on senior
        management team

• Planning and operations meetings
• Communications issues considered
• Leadership priority

                   Session 16        Slide 16-22
Leadership Commitment: Hire
and maintain professional staff
• Communications Specialist
• Additional staffing

                 Session 16   Slide 16-23
    Leadership Commitment: Invest
      in ongoing training for staff
•   Media training
•   Media relations
•   Marketing
•   Web-related

                      Session 16   Slide 16-24
   Leadership Commitment: Invest
    resources in communications
• Information management
• Production expenses
• Consulting help

                  Session 16   Slide 16-25
     Principle: Transparency
• Don’t lie.
• Don’t talk about what you don’t know.
• Don’t talk about actions of other
• Don’t make promises you can’t keep.
• Be informed.
• Acknowledge the conversation.
• Focus on performance.
                   Session 16             Slide 16-26
      Transparency: Don’t Lie
•   Critically important
•   Credibility
•   Never need to lie
•   Unintentional

                       Session 16   Slide 16-27
   Transparency: Don’t talk
  about what you don’t know
• Destroy credibility
• Don’t make up an answer
• Investigate and respond

                  Session 16   Slide 16-28
 Transparency: Don’t talk about
  actions of other organizations
• Let them talk for themselves
• Misunderstandings
• Inclusion in your communications

                   Session 16        Slide 16-29
   Transparency: Don’t make
    promises you can’t keep
• Be 100% sure
• Close is not good enough
• Two days means two days

                   Session 16   Slide 16-30
  Transparency: Be informed
• Avoid misstatements and misleading
• Pay attention
• Information management process

                   Session 16          Slide 16-31
 Transparency: Acknowledge
      the conversation
• Old and new media
• Be aware and acknowledge
• Public exchange

                  Session 16   Slide 16-32
    Transparency: Focus on
• Doing
• Done
• Hope to do

               Session 16    Slide 16-33
          Principle: Accuracy
•   Make information a priority.
•   Invest in information collection.
•   Invest in information management.
•   Use only confirmed information.
•   Make decisions based on good information.

                     Session 16          Slide 16-34
Accuracy: Make information a priority

 • Situational awareness
 • Information management

                   Session 16   Slide 16-35
          Accuracy: Invest in
         information collection
•   Build infrastructure
•   Resources
•   Staff
•   Training
•   Partnerships

                       Session 16   Slide 16-36
       Accuracy: Invest in
    information management
• Analysis and dissemination
• Information management system
• Staff, training, and technology

                   Session 16       Slide 16-37
 Accuracy: Use only confirmed
• Don’t spread rumors
• Protocols
  – Types of information
  – Sources
  – Criteria to measure credibility
• Do not ignore public sources

                       Session 16     Slide 16-38
   Accuracy: Make decisions
   based on good information
• Use information.
• Confirm information.
• Be prepared to use incomplete information
  if needed.

                    Session 16         Slide 16-39
       Principle: Timeliness
• Don’t hold onto information – share it.
• Conduct regular updates.
• Make special updates when new
  information emerges.
• Reach out to as many media outlets as

                     Session 16             Slide 16-40
  Timeliness: Don’t hold onto
    information – Share it
• Power in sharing
• Don’t let information age
• Examples of sharing:
  –   September 11
  –   Northridge
  –   Hurricane Floyd
  –   Oklahoma City bombing
• Mechanisms used to share
                     Session 16   Slide 16-41
  Timeliness: Conduct regular
• Regular schedule
• Constant presence
• Opportunity for preparedness and
  mitigation messages

                   Session 16        Slide 16-42
Timeliness: Make special updates
 when new information emerges
• Get new info out immediately
• Use all forms of media
• No need to hold back

                   Session 16    Slide 16-43
    Reach out to as many media
        outlets as possible
•   Inventory community media outlets
•   No outlet too small
•   Internet and bloggers
•   Media contact information

                     Session 16         Slide 16-44
       Principle: Availability
• Be available and accessible to media.
• Make the incident commander available to
• Work with elected and appointed officials.
• Support your Public Information Officer
• Make technical staff available to media.
• Include officials from other emergency
  agencies.           Session 16         Slide 16-45
Accessibility: Be available and
     accessible to media
• Face of the crisis
• Work with media to reach the public

                    Session 16          Slide 16-46
 Accessibility: Make the Incident
 Commander available to media
• Commanding presence and credible source
• Well briefed
• Media training

                   Session 16        Slide 16-47
    Accessibility: Work with
 elected and appointed officials
• Officials will talk to the media in a crisis
• Ensure they are:
   – On message
   – Providing accurate and timely information
• Coordinate

                       Session 16            Slide 16-48
Accessibility: Support your Public
   Information Officer (PIO)
•   Empower the PIO
•   Works with media
•   Part of management team
•   Privy to all decisions
•   Confidence

                    Session 16   Slide 16-49
    Accessibility: Make technical
      staff available to media
•   Technical staff to the stage
•   Well prepared and understand their role
•   Talk to specific technical aspects
•   PIO decision

                      Session 16          Slide 16-50
 Accessibility: Include officials
from other emergency agencies
• Partner agencies
• Full picture
• Don’t talk for others

                     Session 16   Slide 16-51
     Accessibility: Secure media
    training for yourself and staff
•   Everyone who talks to the media
•   Widely available
•   Comfort
•   Clear and consistent message

                     Session 16       Slide 16-52
      Principle: Connect to the
•   Give your organization a human face.
•   Assure audience who is in charge.
•   Be the source of information for media and public.
•   Share information.
•   Speak in plain and direct language.
•   Ensure that all parties are served.
•   Be emphatic.
•   Be accountable.
•   Be consistent.
                         Session 16             Slide 16-53
      Connect: Give your
   organization a human face
• People need it
• Trust and credibility
• Mayor Giuliani

                     Session 16   Slide 16-54
Connect: Assure audience who
         is in charge
• Someone is in charge.
• Someone is accessible.
• Someone is a constant presence in the

                    Session 16            Slide 16-55
     Connect: Be the source of
 information for media and public
• Establish your organization as the source
• Ensure your message gets heard
• Effective response to rumors and bad

                    Session 16           Slide 16-56
  Connect: Share information
• Always, always share
• Resist not sharing
• Only valuable if shared

                    Session 16   Slide 16-57
  Connect: Speak in plain and
       direct language
• Talk plainly and directly.
• Don’t use acronyms or technical terms.
• Define and repeat new terms.

                    Session 16             Slide 16-58
      Connect: Ensure that all
        parties are served
• Meet the needs of all groups and individuals
• Functional needs populations
  –   Individuals with disabilities
  –   Non-English speakers
  –   Children
  –   Seniors

                         Session 16      Slide 16-59
      Connect: Be emphatic
• Help to ease pain
• Articulate how you will help

                    Session 16   Slide 16-60
    Connect: Be accountable
• You are responsible
• Embrace responsibility
• Don’t blame others

                   Session 16   Slide 16-61
      Connect: Be consistent
• Always have prepared remarks.
• Always have facts and statistics available.
• Always take questions.
• Always treat the media and the public with
• Set a standard of conduct and information -
  sharing and stick to it.
                    Session 16           Slide 16-62
    Principle: Media Partnership
• Maintain a trained media relations staff.
• Be consistently accessible to the media.
• Be the central information source for the media.
• Provide the media safe access to disaster site.
• Respond to media inquiries.
• Understand media deadlines and information
• Work with all media – traditional and new.
• Monitor media stories.
• Thank media for their help.
                       Session 16              Slide 16-63
Media Partnership: Maintain a
 trained media relations staff
•   Direct link to media
•   Establish and maintain
•   Expand when possible
•   Use PIO from other departments

                     Session 16      Slide 16-64
Media Partnership: Be consistently
     accessible to the media

•   Talk to the media
•   Take questions
•   Share information
•   Reliable and consistent source of

                      Session 16        Slide 16-65
Media Partnership: Be the central
information source for the media
• Establish your organization
• Facts, statistics, and storylines
• Information flow, manage expectations, and
  define your role

                   Session 16          Slide 16-66
 Media Partnership: Provide the
 media safe access to disaster site
• Critical to media coverage
• Site not always accessible
• Share information

                    Session 16   Slide 16-67
Media Partnership: Respond to
       media inquiries
•   Top priority
•   Respond promptly and consistently
•   Opportunity, not nuisance
•   Don’t allow someone else to tell your story

                      Session 16           Slide 16-68
Media Partnership: Understand media
  deadlines and information needs

 •   All reporters have deadlines.
 •   Learn them and meet them.
 •   Information comes in variety of forms.
 •   Make information available in forms that
     the media needs.

                       Session 16          Slide 16-69
Media Partnership: Work with
         all media
•   Traditional and new media
•   Effective and efficient
•   Do not exclude or favor
•   Maximize your reach
•   Partnerships

                     Session 16   Slide 16-70
  Media Partnership: Monitor
         media stories
• Regular monitoring
• Contact media when problems
• Understand how your communications are
  being received

                  Session 16         Slide 16-71
  Media Partnership: Thank
    media for their help
• Acknowledge
• Thank

                Session 16   Slide 16-72

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