Weathering the Storm When the Sharks Start Circling Presented by Don Silver, COO

Traditional Risks Natural Disasters Accidents Crime Health and Safety Death or Serious Injuries Regulatory (Health Department) Media Investigations

Online Risks: Bad Reviews (customers and blogs) Negative posts to Social Media Posts to Travel/Review Sites Media investigations

Travel Review Sites Trip Advisor Google Travel Yahoo Travel Virtual Tourist Travelocity Expedia Kayak Priceline Zagat

Consumer Complaint Sites

Handling Online Complaints Respond immediately Be helpful and show empathy Internally – Try to determine who it is Contact offline Try to resolve Ask them to show resolution online If unsolvable – make one final post and move on

Follow Clint Eastwood’s 6 “P’s” “Proper Planning Prevents P__ Poor Performance...”

Taking Clint’s Advice... Anticipate Crises Mitigate Risks Identify Your Crisis Team Develop a Crisis Plan Spokesperson Training Communications Protocols Identify Audiences and Comm. Channels Practice-Practice-Practice

When a Crisis Hits… Don’t Do This

Instead Be Proactive  Confirm your communications team and spokesperson(s)  Analyze the crisis: Short-term and a longer-term objectives; strategy Set up procedures and protocols. Include website, blog, social media. Consider past history -- Don’t get caught off guard. Call on your relationships.

When a Crisis Hits…. Who are your audiences and how do you reach them? General public-Media/Social Media Employees Stakeholders Partners Elected officials Tourism organizations (CVB and Visit Florida)

When a Crisis Hits… Media Outlets Newspapers Broadcast (TV & Radio) Online: Websites, Blogs, Social Media Newswire Services Your own website, blog, social media

Sizing up the Crisis: How to Respond and When In the Internet age -- “right now.” Response depends on depth of crisis. Statements are good to control message. “NO COMMENT IS NOT AN OPTION!

Sizing up the Crisis: How to Respond and When Interviews should be done when it’s important to clarify important issues and to answer questions the public demands. TV interviews. If you are trained and the crisis is big enough.

Sizing up the Crisis: How to Respond and When Who Should Speak? Outside counsel or PR firm? GM or owner -- Shows more credibility when you put a face on it. LITIGATION or CRIME -- Legal Counsel may be a good choice.

Are you Ready for the Media?

Are You Ready for the Media? How Business People Think: Logically How Reporters Think: Emotionally Protecting business and reputation Resting on reputation Numbers/Data The law Reports Conflict Confrontation Damage Fear Struggle Threats

Are You Ready for the Media? What do you need to know about reporters in today’s world? SMALLER STAFFS. Increased workloads, more mistakes. Less experienced reporters UNDER PRESSURE to get sensational stories -- Pertinent facts get buried. Have QUICKER ACCESS to information, but don’t always confirm it. More news holes to fill online; expected to POST QUICKLY AND OFTEN.

Define Your Key Messages Two or three Consistent with KEY VALUES Clear and concise -- in PLAIN ENGLISH Background material to support your themes THIRD-PARTY SOURCES or testimonials that support your messages.

Define Your Key Messages Break down complex topics. Use EXAMPLES that simplify what you’re trying to say. Create SOUNDBITES that are catchy and make your point. Tell a STORY that has a beginning, middle and end. DON’T EXPLAIN. Explaining equals excuses. Try to tell a story.

How to Answer Questions PREPARATION Make a list of all possible questions Practice with mock Q & A. Focus on the tough ones and rehearse. Anticipate everything! Suggest others who support your point of view—and other credible sources of information.

How to Answer Press Questions DURING THE INTERVIEW Be Open and Transparent. Avoid “No Comment” as it indicates you’re trying to hide something. Admit mistakes. If mistakes were made, admit them and talk about corrective action. Be sympathetic. Stick to the Script. Reporters will have their own agendas, but stick to yours. STATE AND RESTATE YOUR KEY THEMES.

How to Answer Press Questions DURING THE INTERVIEW If you don’t know an answer, you can say so. Promise to get back to reporter later. Reporters aren’t your friends. Don’t let your guard down. Off the Record vs. Background: What’s the difference?

How to Answer Press Questions DURING THE INTERVIEW Keep your cool. Set the record straight. You do the talking. Offer credible proof sources and experts.

In Summation: What Makes a Good Answer? When your communications objectives are met Credibility Show empathy Has Meat on the Bone Specific-Not evasive Power words, not Color Memorable Don’t go Negative Packaged and bundled Simple language Story-like construction

Surviving a Crisis: You Can Do It!