CRISIS COMMUNICATIONS PLANNING A rehearsal for crisis Planning is key

GOALS: of crisis communication:  Control information flow  Establish Spokesperson/train  Maintain perspective  Create the news story and organize response

Potential CRISES ASSESSMENT Create crisis plan Who creates it, approves and updates? Conduct regular review of possible crisis issues or events Review crisis communication plan

AUDIENCE ANALYSIS Who really needs to know your messaging? Internal Audience External Audience

CRISIS COMMUNICATIONS TEAM  Identify key members  Train them  Define availability, contact information

BOARD SPOKESPERSON In addition to NPO director, who will speak for BOD?

GETTING THE MESSAGE OUT… Tools: Prepared key messages Immediate public response (Multi-media: newspaper, radio,TV and online channels) Announcements Fact sheets Backgrounders News releases Face meetings blasts Website posts Social Media

IDENTIFY DISTRIBUTION CHANNELS  Key stakeholders  Staff, BOD, top donors, administration  Regional media list  Key media contacts  Organizations and key contacts linked to your NPO

PARTNERS, ALLIES  Civic leaders, influentials, legislators  Third party links: police, fire fighters, governmental agencies, environmental and community groups, health and safety officials  Media and public credibility

COMMUNICATION INITIATIVES Critical first several hours:  Start plan  Collect information  Confirm facts  Define crisis  Inform key stakeholders  Change plan as necessary  Determine key actions  Brief key spokesperson  Prepare media tools  Brief staff

MEDIA RESPONSE Some dos and don’ts… Timely Honest, integrity, willingness to cooperate Never say “no comment….” Clear and concise messaging Cool, low-key, dignified Focus on facts, take the high road Avoid personal attacks, cheap shots Acknowledgement of responsibility, maintain credibility Never cover up Determine reporter’s timeline, deadline, story angle Track coverage, follow-up when necessary

REFERENCE MATERIALS Back communications plan with relevant documentation:  Annual reports, enviro and safety reports  Operational details, record keeping  Emergency response plans and procedures  Facility and employee data

POST CRISIS EVALUATION, FOLLOW-UP  Review crisis response: internally/externally  Survey staff  Public perception  Invite feedback from partner-agencies, third parties  Lessons learned: “What did we do well?” “What could we have done better?”