Linda S. Rhodes Virginia Conference Director of Communications Linda S. Rhodes Virginia Conference Director of Communications

What is a crisis?

Crisis: “A situation that puts your organization’s values on trial in the court of public opinion”

What is a crisis? Emergency: “A situation that requires immediate attention and may attract the attention of the media and/or public.”

What is a crisis? Controversy: “A situation that calls attention to a divide in the denomination, conference or local church.”

What is a crisis?  Can be good or bad  Most are bad

What is a crisis?  Personnel crisis  Criminal or legal action  Violent acts, demonstrations, death or injuries  Corporate crisis  ‘Perceived’ crisis  Positive crisis

A crisis …  Usually comes suddenly

A crisis …  Usually comes suddenly  Info, key leaders not available

A crisis …  Usually comes suddenly  Info, key leaders not available  Provides opportunity - early

A crisis …  Usually comes suddenly  Info, key leaders not available  Provides opportunity - early  Has a life cycle

A crisis …  Usually comes suddenly  Info, key leaders not available  Provides opportunity - early  Has a life cycle  Impairs judgment, clear thinking

Develop a Plan Best organizations prepare for bad times when times are good.

Why?  Church can’t hide from public scrutiny

Why?  Organization may win in court of law, but lose in court of public opinion

Why?  Without plan, temptation is to delay, stonewall, avoid, be defensive – say “no comment.”  Result is always negative.

Why?  To ignore or refuse media interview at any stage of a crisis is to increase heat, not light.

Why?  When crisis strikes, everything good and positive about organization may be called into question.

Why?  Reputations of churches, districts, conferences can rise or fall, depending on conduct in days and months after crisis.

Goal  Get from event to disinterest as quickly as possible.  Build stronger, more positive reputation for church.

Public expects…  You to care about what happened  To know what you are doing about situation  To know that you will prevent recurrence

Good plan …  …Offers compassion, concern and care for victims, those affected.  …Meets needs of news media.  …Projects positive image for organization.

Crisis Communications Plan 1.Crisis communications team 2.Rationale 3.Objectives  Openness, accessibility  Truthfulness  Responsiveness  No secrets

Crisis Communications Plan 4.Possible crises  Natural disasters  Criminal acts or legal action  Violent acts, death, injuries  Personnel  “Positive” crises  Perceived crises

Crisis Communications Plan 5.Spokesperson(s) 6.Staff assignments 7.Decision-making process 8.Guidelines for dealing with news media

 Crisis Communications Plan 9.Audiences – contact lists  Need-to-know (conference, church staff, officers, congregation, others)  News Media  UM disaster response  Others? 10.Communications channels

 Crisis Communications Plan 11.Computer back-up 12.Training 13.Office space 14.Notification process

Crisis Communications Plan 15.Media relations  Build working, trusting relationship in advance 16.Practice 17.Regular meetings of crisis team

Handling telephone calls  Take written message  Get reporter’s name, media outlet, phone number, deadline  Ask for topic, info needed  Say spokesperson will return call  Don’t answer questions yourself  Be polite, but firm  Keep log

Please, DO NOT say: “No comment!”

On-site reporters  Refer questions to spokesperson (pastor, conference communicator, D.S.)  Don’t be hostile  Don’t give personal opinion  Don’t speak “off the record”  Be polite, but firm

Please, DO NOT say: “No comment!”

Hold Response  Use if not prepared to respond  Buys time Determine best spokesperson Gather facts Consider key messages  BUT get back to reporter ASAP

Hold Response “I want to make sure we give you the most accurate, up-to-date information. What is your deadline? If you give me your contact information, I’ll return your call within the next 30 minutes.”

Hold Response “Our pastor (or designated spokesperson) is knowledgeable about this issue. If you tell me your phone number, deadline and information you need, I’ll have her/him return your call as soon as possible.”

Reporter’s Job  Ask tough questions about issues people care about  Get accurate, up-to-date information  Meet deadlines  Make story interesting and significant

Reporters  Not enemy  Not friend  Professional doing job

Spokesperson’s job  Be reliable, credible source of information  Advocate the church’s perspective  Create positive image  Connect with the audience

HOW?  Be prepared  Have facts  Develop message (“Sound bite”)  Practice, practice, practice

5 Fs are best approach  Fast  Factual  Frank  Fair  Friendly

What’s your objective?  Always communicate with purpose Show compassion, concern Give facts Explain process, policies Actions to ensure it doesn’t happen again

Develop your message  No more than 3-4 key points  Keep it short and simple  Positive language  Repetition, repetition, repetition

Examples of Key Messages “This accident has saddened all of us, and we are ministering to those involved and working to prevent it from ever happening again.”

Examples of Key Messages “Our hearts have been deeply saddened by this tragic event. We have a very strong Wesley Foundation ministry on campus that is now offering counseling and care to students and faculty. We have gathered in prayer and concern for all who lost their lives, their families and friends, the administration, faculty, student body and the wider community of Blacksburg.”

Interview preparation  Who is the audience?  What are my main points?  What are facts and examples that support my points?  What might a reporter ask?  How will I respond?

Sound Bites  6-15 seconds long  Summarize complex issue in simple terms  Don’t use church lingo or acronyms

Sound Bites  Say most important thing first  Briefly elaborate  Explain how it affects audience

Bridging Touch on the question and use transitional phrase to go to your message at every opportunity “What I can tell you is …” Let me put that in perspective.” But it’s important to know that …” The bigger issue is …”

Bridging “I can’t speculate about the cause of the accident. What I can tell you is the church is fully cooperating with law enforcement officers as they work to determine the cause. Our focus right now is on providing pastoral care and support to church members who were riding in the van and their families …”

Interview Do’s  Practice  Tell the truth (but not everything you know)  Be concise – Short, simple statements  Use positive language

Interview Do’s  Take control of interview  Speak with conviction  Make your point in every answer – repeat your message

Interview Don’ts  Lie  Get hostile or defensive  Give long, rambling answers  Use jargon or acronyms  Speak “off the record”  Guess, speculate or speak outside your area of expertise

Interview Pitfalls  Don’t raise issues you don’t want to see in the news  If you don’t know, say so  Stop talking once you’ve answered the question

Difficult Questions  “What if?”  “Why did so-and-so do such-and-such?”  Personal opinions  False premise  Forced choice

Dealing with Controversy  Use opportunities for bridging  Talk about process – focus on policies and procedures  Stay cool  Don’t repeat negatives – even to dispute them

Phrases for Controversy “United Methodists are not of one mind on some issues, but it’s important to have debate and discussion about these issues.”

Phrases for Controversy “One of the strengths of The United Methodist Church is that we can express different opinions and have an open dialogue about issues.”

Be prepared  Identify key message (sound bites)  Select spokesperson(s)  Identify questions reporters might ask  Practice saying messages (sound bites)  Role play helps!

Resources >> “Training Resources” >> “Media Relations Ministry” $7.50

For Assistance: Linda S. Rhodes Virginia Conference Director of Communications Office: (804) Cell: (804)