1. Company Scenario In the Loop Crisis Communication:
Communicating During a Difficult Situation

2. Learning Objectives Analyze Twitter use in a crisis situation
Practice leaving a voic message during a crisis
Write internal and external messages to address a sensitive situation
Take a proactive, strategic approach to crisis communication

3. Materials for In the Loop
The Scoop (overview of the scenario)
Organization background (vision, mission, organizational structure)
Information About the Situation
Voice mail message (from the executive director)
Twitter page (tweets written by an intern)
Communication During the Situation

4. Voice Mail from Emilio, the Executive Director
Listen

5. Analyzing Twitter Use in a Crisis Situation
Exercise One
Analyzing Twitter Use in a Crisis Situation

6. In the Loop’s Twitter Page

7. Twitter for Business Twitter’s growing popularity
The value of Twitter before the incident
The use of Twitter for crisis situations and how it might be used appropriately
Consequences of Chris’s tweets during the incident

8. Leaving a Voice Mail Message
Exercise Two
Leaving a Voice Mail Message

9. Considerations for the Voice Mail Message
Keep the executive director “in the loop” quickly
Return the executive director’s call
Present yourself as in control of the situation
Provide a summary of the incident
Discuss planned next steps
Keep the voice mail messages as short as possible

10. Exercise Three
Writing a News Release

11. Key Points to Include in the News Release
State what happened in objective terms
Confirm that no one was hurt
Emphasize that the situation was handled well
Confirm that the facility is open
Reinforce In the Loop as a safe place for the community
Provide information about services and upcoming events
Recognize the local Police Department
Provide contact information for questions
Provide boilerplate (an overview of the organization)

12. Writing an Internal Email
Exercise Four
Writing an Internal

13. What to Include in the Email
How will the internal differ from the press release? What will be the same?

14. Creating a Crisis Communication Plan
Exercise Five
Creating a Crisis Communication Plan

15. What to Include in the Crisis Communication Plan
Audience: Internal and External
Communication Objectives
Audience Background
Communication Medium Choice
Date(s) of Messages
Responsibilities