Chapter Communicating in Times of Crisis C H A P T E R

Objectives Define crisis and crisis communications Recognize the importance of crisis readiness Understand how to prepare for crises (continued)

Objectives (continued) Identify the key elements of a crisis communications plan Distinguish among various crisis response strategies Understand how crisis responses may be assessed

Types of Crises Scandal Tragedy Illegal actions Terrorism Socially unacceptable actions

Crisis Defined A situation or occurrence with the potential to significantly damage a sport organization’s financial stability or credibility with constituents

Crisis Communications Plan The purpose of a crisis communications plan is to ensure that all management and staff are in a position to contain and manage a given crisis, that they are provided with the information they require for a swift and effective resolution of that crisis, and that all other affected people are provided with factual information about the crisis as quickly as possible.

Rationale for Crisis Plans Coordinated response Rapid response –Media growth has reduced the time to think Minimize damages to –Reputation –Credibility –Financial standing

Crisis Communications Process

Forecasting Potential Crises Criteria –Likelihood –Impact Two types of crises –Anticipated –Sudden

Developing a Crisis Plan Plan should guide management, particularly early on –Traditional standard: 24 hours –Current standard: 1 to 2 hours

Developing a Crisis Plan Ensure support for senior management Involve key personnel on planning committee Ensure all employees recognize their responsibilities in regard to the plan Test the plan When a crisis occurs, stick to the plan

Key Elements of a Crisis Plan Crisis scenarios Initiation procedures Definition of response teams Internal communication plan (e.g., call tree) External communication plan –Initial media statements –Spokesperson identification

Managing a Crisis Selection of response strategy is a key decision Response postures –Denial –Diminishment –Rebuilding –Bolstering –Diversion (continued)

Managing a Crisis (continued) Effective communication involves –Determining key messages –Choosing communication channels Personal communication Web public relations –Dealing with the media Often the most challenging and difficult aspect of crisis management

Dealing With the Media Be truthful Anticipate difficult questions Avoid “no comment” Avoid speculation Avoid “off the record” statements Do not promote during a crisis (continued)

Dealing With the Media (continued) Do not ask media to withhold information Remain calm and professional Anticipate dealing with new media representatives Track media coverage and Internet chatter

Assessing a Response to a Crisis After a crisis, management should review the organization’s response and, if necessary, modify the crisis communications plan. (continued)

Assessing a Response to a Crisis (continued) Key considerations –Media coverage –Consumer comments –Sales records –Other indicators of crisis performance

Successful Responses to Crises Houston Astros Montana State University

Unsuccessful Responses to Crises Duke University Roger Clemens Terrell Owens