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Crisis Communication

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					Crisis Communication
            Janine Sikes
               March 13, 2009
   Director of Communications Integration
     What is a potentially
reputation-damaging incident?
 Taser  Incident
 Multiple computer privacy breaches
 Death of Sebastian Ferrero
 Closing of Shands AGH
 College of Medicine admissions
  controversy
 Budget cuts
 So what do you do when you face
 a situation that could portray not
 only your department or college in
 a negative light - but the entire
 university?
CALL ME!




846-3903
      Before you call me . . .
Assemble the facts:
 What happened?
 Who did it impact?
 Why wasn’t this prevented?
 What are we doing about it?
 What are our strengths and
  weaknesses?
                 Next . . .
 Generate some candidates for
 spokesman:
   In very high visibility instances, a single

    spokesman is the most effective to
    ensure the message is consistent
   The most obvious person for

    spokesman is not always the best
    choice.
             Next . . .
 Craftyour main message. Decide
  what you want people to remember
 Message needs to be clear
 Message needs to be concise
 And SHORT!!!!! 28 words or so
 If YOU are the one talking . . .
 Use  common sense
 Don’t speculate. It’s fine to say, “I
  wish we knew more” or “We’re
  working to determine what
  happened.”
 Don’t feel compelled to give an
  interview just because a reporter
  calls.
              Also . . .
Be empathetic and caring:
 1. Remember to acknowledge others
  feelings
 2. Use phrases such as “We’re sorry”
  or “We feel terrible.”
                Finally . . .
Stay on message with phrases such as:
 “What’s important to remember…”
 “I can’t answer that question, but I can tell
  you…”
 “Before I forget, I want to tell your
  viewers…”
 “Let me put that in perspective…”
 And my favorite: “I wouldn’t characterize it
  that way - instead…”
Questions?

				
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posted:8/17/2011
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