Preparing for Crises Today: The “Whys” and “Hows” of the Crisis Communication Plane W. Timothy Coombs Professor Texas A&M University
Preview Changing nature of crises Crisis communication plan Are you prepared? Developing a plan
Changing Nature of Crises Zombies as a metaphor
Zombies Share Desire for flesh, especially brains Differ Zombification process Strategy
Classical Operational focus Concern for public safety and welfare (focus on stakeholders) Basic elements of crisis management – Crisis management plan – Containment efforts – Responses
Ankara, Turkey Six Killed, need to Evacuate
Modern (Reputation or Social Media Crisis) Reputation emphasis Focus on the organization not stakeholder
Crises Shared Pose threat to organization and/or stakeholders Differ Difficulty in identifying Difficulty in responding
The Crisis Communication Plan Value What it is Digital Crisis Team
Crisis Communication Plan (CCP) Not magic insurance policy Not step-by-step guide About 60% of major corporations have them
CCP Value Saves time in response – Pre-collect information – Pre-assign tasks Save lives, reduce exposure, and aid remedial action
Crisis Communication Plan Short and useable Contact information Pre-written messages Reminders to document
CCP contact information Crisis Management Team Contact Secondary Contacts
Crisis Appendix Precollected information Templates for communications Past crisis knowledge
Responding to a Reputational Threat
The Response Should the organization address the reputational threat? (Does it matter?) – Is it lingering – Is it spreading – Is it legitimate Does the organization need to make changes or to defend its actions?
Do not forget Digital
Digital/Internet Link from home or separate page Dark site Stealth blogs (pre-prepared messages) – Same for Twitter
Integration Digital channels linked – Web site is core (most information) – Other channels link to web site – Adapt the message to the social media channel 140 characters Twitter Facebook post verses a blog
Crisis Team SelectionTraining
Are You Prepared?
Readiness Quiz Do you have a document(s) that assesses your crisis risks? – If yes, when was the last time it was revised? – Is it comprehensive/integrated or a set of separate documents?
Readiness Quiz Do you have a system for scanning for crisis threats? – If yes, do you identify specific red flags associated with crises? Do you have a risk review committee that meets regularly?
Readiness Quiz Do you have a crisis management plan? – If yes, when was the last time it was revised? – If yes, have you ever tested it?
Readiness Quiz Do you have a social media plan? Is there a connection between your crisis management plan and social media plan?
Readiness Quiz Do you have a crisis team? – If yes, was the crisis team given any training? – If yes, when was the last training exercise?
Developing a Plan … and More
Developing a Plan What are your major risks? – Types of crises – Warning signs & Monitoring Who needs to be involved? – Inside the organization – Outside experts What channels are we using?
CCP is not Enough False sense of security Just a rough guide A Living document Must be tested