Effective Incident Communications "We're fixing the problem, you want us to communicate about it as well?" © 2002 – 2013 BY REPUTATION STRATEGIES, LLC. AND BROADREACH PUBLIC RELATIONS. ALL RIGHTS RESERVED. 12/5/2018 © Copyright Information
Stuff happens.
“This all began about four years ago when the company that came up with the process allowed a film crew making the movie Food, Incorporated into their plant," he said. "The guy who owns the company is rather proud of the process he invented to kill E. Coli so he let the cameras in. Poor devil is a smart guy but knows nothing of optics.” --A good friend of mine
More stuff happens.
The Cascade Effect in Major Events Decision/Event 1 Desirable Outcome? Yes No Decision/Event 2 Desirable Outcome? Yes No Decision/Event 3 Desirable Outcome? Yes No Decision/Event 4 Desirable Outcome? Yes No Risk of Negative Public Exposure
Crisis v. Bad News: What’s the difference? Bad news typically has the following components: A triggering event A VICTIM or VICTIMS of the event There’s something UNUSUAL about the event True crises have all of these, plus one or more of the following: The situation unfolds and expands over time Parameters that exceed in-house capabilities The incident prompts a deeper look by media and stakeholders than simple coverage of the triggering event itself
What becomes a story? Something happens Media finds out Press Release or tip Police Scanner Blogosophere/Social Media Media finds out Leak/Whistleblower Public is attuned Previous stories Involves celebs Developing trend Plays to base emotions Public likes story Story grows legs
What can possibly go wrong? Let’s make a list!
What can possibly go wrong? The one that bites you will be the one you didn’t anticipate.
What do we need for tough news? Trained spokespeople.
What do we need for tough news? Trained spokespeople. A comprehensive Emergency Communications Plan
What do we need for tough news? Trained spokespeople. A comprehensive Emergency Communications Plan Public Customers Their families Staff Community Regulatory and Oversight bodies Industry Sector
What do we need for tough news? Trained spokespeople. A comprehensive Emergency Communications Plan Annual practice
Some Key Concepts
Some Key Concepts The Buy Time Statement
Some Key Concepts Brief description of what happened The Buy Time Statement Brief description of what happened Brief description of response When you expect to have more
Some Key Concepts The Buy Time Statement Must Air Points
Some Key Concepts The Buy Time Statement Must Air Points An expression of concern/compassion Statement of commitment to safety/security Your choice, depending on situation
Some Key Concepts Story Management Flow Chart Research Story Assessment Procedures Determine Team, Strategy, Tactics Prep key points/materials/activities Release/manage questions Monitor and Log Story continues to develop?
Some Key Concepts Story Management Flow Chart Research Story Assessment Procedures Determine Team, Strategy, Tactics Prep key points/materials/activities Release/manage questions Monitor and Log Yes Story continues to develop?
Some Key Concepts Story Management Flow Chart Research Story Assessment Procedures Watch for development of multiple story tracks Determine Team, Strategy, Tactics Prep key points/materials/activities Release/manage questions Monitor and Log Yes Story continues to develop?
Some Key Concepts Story Management Flow Chart Research Story Assessment Procedures Determine Team, Strategy, Tactics Prep key points/materials/activities Debrief and Archive; Reputation Recovery if needed Release/manage questions Monitor and Log Yes No Story continues to develop?
Audience Matters Types of Audiences Internal vs. External Primary vs. Secondary Known vs. Unknown
Creating an Audience Map
Creating a Message Map
Barriers to Effective Response Minimize the Situation / Denial Business Strategy & Structure Proprietary Processes Local, State & Federal Laws Banking Regulations Privacy (Gramm Leach, HIPAA, FTC) SEC Lawyers
Make a Deal with Your Attorney “I’ll let you review all my press materials, as long as I can reach you in time.” “If I can’t, I’m going to send them anyway.” “So please review my plan NOW, rather than waiting until you’re already unavailable to help me.”
Key Takeaways: Understand difference between bad news vs. crisis Analyze audiences and impacts Establish an emergency communication plan Remove barriers to timely and appropriate response Set up arrangements for collaboration in advance
Comments, questions and follow ups: Linda Varrell Broad Reach Public Relations 19 Commercial Street, Portland ME www.broadreachpr.com (207) 619-7350 Skip King Reputation Strategies, LLC 40 Forest Falls Drive, Yarmouth ME www.reputationstrategies.com 207-761-4020