Issue Management & Crisis Communication ARMA Spring Mtg. Miami Beach 3/16/05

Disclaimer Effective communication during a crisis in our industry is not a competitive issue. Effective communication during a crisis in our industry is not a competitive issue.

Agenda Issue Management 101 Issue Management 101 If a Crisis Occurs... If a Crisis Occurs... Communication/Media Tips Communication/Media Tips Q&A/Discussion Q&A/Discussion

Issue Definition Important topics being discussed, disputed or at risk. Important topics being discussed, disputed or at risk. - Oxford American Dictionary

Jim’s 3 Rules of Issue Management “Resolved issues are assets, unresolved issues are liabilities” “It’s too late to look for the answer after the question is asked” “If you can’t explain it to your mother it might not be a good idea.”

Issue Management Helps You... Find Information Find Information Develop Focused Messages Develop Focused Messages Locate and Leverage Ally Support Locate and Leverage Ally Support

Determining Which Issues to Manage Impact Control Fiber Health Science VOF Neighborhood Relations Asphalt Fume Monitor Monitor Maintain Maintain Develop Strategy Develop Strategy Nothing Bad Happens Here Nothing Bad Happens Here

Issue Communication Process Assemble leadership team Assemble leadership team Identify key issues Identify key issues Develop messages by issue Develop messages by issue Determine “tough” questions and prepare answers Determine “tough” questions and prepare answers Identify spokesperson Identify spokesperson Identify key media to brief Identify key media to brief Determine timing to meet with employees and community Determine timing to meet with employees and community

Issue or Crisis? Health Concern Health Concern Odor Complaint Odor Complaint Explosion with Injuries Explosion with Injuries Loss of Limb/Fatality Loss of Limb/Fatality Murder/Hostage Situation Murder/Hostage Situation

Crisis Criteria A threat to the enterprise… A threat to the enterprise… over an extended period of time… over an extended period of time… …with a speed of events demanding constant action. …with a speed of events demanding constant action.

Before A Crisis (Now!) Establish and nourish relationships Establish and nourish relationships Proactive communication Proactive communication Determine resources available to help Determine resources available to help Evaluate audiences most at risk - schools, hospitals, nursing homes, retiree communities Evaluate audiences most at risk - schools, hospitals, nursing homes, retiree communities Develop a fact sheet Develop a fact sheet Conduct “Message Development & Media Training” for key communicators. Conduct “Message Development & Media Training” for key communicators. Name one spokesperson Name one spokesperson

During A Crisis One spokesperson! One spokesperson! Reinforce instructions to gate guard, switchboard and leader team Reinforce instructions to gate guard, switchboard and leader team Avoid speculation regarding the specific issue in play, no matter how sure you think you are at the moment Avoid speculation regarding the specific issue in play, no matter how sure you think you are at the moment

After A Crisis Hold post-crisis review Hold post-crisis review How to prevent a similar crisis in the future? How to prevent a similar crisis in the future? How to improve performance if there is a repeat? How to improve performance if there is a repeat? Get feedback from any outside agency involved Get feedback from any outside agency involved Analyze media coverage Analyze media coverage Plan proactive communication Plan proactive communication Schedule media training Schedule media training See “Before A Crisis” See “Before A Crisis”

Rules of Engagement Your rights Your rights –be treated courteously Media rights Media rights –be on public property, e.g., roads and sidewalks –photograph what they can see from public property –talk with employees off the job No “right of review” No “right of review”

Avoid Media Conflict Be polite - It doesn’t cost anymore to be polite Be polite - It doesn’t cost anymore to be polite Understand that the media are doing their job Understand that the media are doing their job Don’t overstep your bounds, i.e., try to prohibit media from doing something they know they can do, such as photograph the facility from public property Don’t overstep your bounds, i.e., try to prohibit media from doing something they know they can do, such as photograph the facility from public property Try to accommodate journalists if you can, e.g., allow TV truck to park on plant property if it will not be in the way Try to accommodate journalists if you can, e.g., allow TV truck to park on plant property if it will not be in the way Explain your concern for personal safety and protecting the facility from further damage Explain your concern for personal safety and protecting the facility from further damage

Media Tips Have your own agenda Have your own agenda –Your job is not to simply answer media questions –Your job is to deliver your message –Use tough questions to bridge back to key messages Know your key message points Know your key message points –Maximum of three –What do you want to see on TV or in the newspaper? –Say it! Repeat it!

Media Relations Techniques Buying time Buying time –can’t talk now; I’ll call you back shortly –what do you want to know? Pre-interview discussions Pre-interview discussions –a preview of the questions –clarify in advance your expertise

Techniques (continued) Body language Body language –sit up –look at interviewer Avoid repeating negative statements Avoid repeating negative statements Bridge to key messages Bridge to key messages Avoid “no comment” Avoid “no comment” There is no such thing as “off the record” There is no such thing as “off the record” Repeat key messages Repeat key messages

Information You Can Use Emergency/Media Tips Card Emergency/Media Tips Card Media Tips Media Tips Media Training? An ARMA event? 1/2 or whole day? Media Training? An ARMA event? 1/2 or whole day? ARMA ARISM Facts on Asphalt Fumes (updated?) ARMA ARISM Facts on Asphalt Fumes (updated?) Updated lists of YOUR Crisis Team, Facility Listing, Plant Fast Facts, Holding Statements, Press Release Templates, Q&A Updated lists of YOUR Crisis Team, Facility Listing, Plant Fast Facts, Holding Statements, Press Release Templates, Q&A

For More Information

If you can’t explain it to your mother, it might not be a good idea. Rule #3