1. Effective Incident Communications
"We're fixing the problem, you want us to communicate about it as well?"
© 2002 – 2013 BY REPUTATION STRATEGIES, LLC. AND BROADREACH PUBLIC RELATIONS. ALL RIGHTS RESERVED.
12/5/2018
© Copyright Information

2. Stuff happens.

3. “This all began about four years ago when the company that came up with the process allowed a film crew making the movie Food, Incorporated into their plant," he said. "The guy who owns the company is rather proud of the process he invented to kill E. Coli so he let the cameras in. Poor devil is a smart guy but knows nothing of optics.”
--A good friend of mine

4. More stuff happens.

6. The Cascade Effect in Major Events
Decision/Event 1
Desirable Outcome?
Yes No
Decision/Event 2
Desirable Outcome?
Yes No
Decision/Event 3
Desirable Outcome?
Yes No
Decision/Event 4
Desirable Outcome?
Yes No
Risk of Negative Public Exposure

7. Crisis v. Bad News: What’s the difference?
Bad news typically has the following components:
A triggering event
A VICTIM or VICTIMS of the event
There’s something UNUSUAL about the event
True crises have all of these, plus one or more of the following:
The situation unfolds and expands over time
Parameters that exceed in-house capabilities
The incident prompts a deeper look by media and stakeholders than simple coverage of the triggering event itself

8. What becomes a story? Something happens Media finds out
Press Release or tip
Police Scanner
Blogosophere/Social Media
Media finds out
Leak/Whistleblower
Public is attuned
Previous stories
Involves celebs
Developing trend
Plays to base emotions
Public likes story
Story grows legs

9. What can possibly go wrong?
Let’s make a list!

10. What can possibly go wrong?
The one that bites you will be the one you didn’t anticipate.

11. What do we need for tough news?
Trained spokespeople.

12. What do we need for tough news?
Trained spokespeople.
A comprehensive Emergency Communications Plan

13. What do we need for tough news?
Trained spokespeople.
A comprehensive Emergency Communications Plan
Public
Customers
Their families
Staff
Community
Regulatory and Oversight bodies
Industry Sector

14. What do we need for tough news?
Trained spokespeople.
A comprehensive Emergency Communications Plan
Annual practice

15. Some Key Concepts

16. Some Key Concepts
The Buy Time Statement

17. Some Key Concepts Brief description of what happened
The Buy Time Statement
Brief description of what happened
Brief description of response
When you expect to have more

18. Some Key Concepts
The Buy Time Statement
Must Air Points

19. Some Key Concepts The Buy Time Statement Must Air Points
An expression of concern/compassion
Statement of commitment to safety/security
Your choice, depending on situation

20. Some Key Concepts Story Management Flow Chart Research
Story Assessment Procedures
Determine Team, Strategy, Tactics
Prep key points/materials/activities
Release/manage questions
Monitor and Log
Story continues to develop?

21. Some Key Concepts Story Management Flow Chart Research
Story Assessment Procedures
Determine Team, Strategy, Tactics
Prep key points/materials/activities
Release/manage questions
Monitor and Log
Yes
Story continues to develop?

22. Some Key Concepts Story Management Flow Chart Research
Story Assessment Procedures
Watch for development of multiple story tracks
Determine Team, Strategy, Tactics
Prep key points/materials/activities
Release/manage questions
Monitor and Log
Yes
Story continues to develop?

23. Some Key Concepts Story Management Flow Chart Research
Story Assessment Procedures
Determine Team, Strategy, Tactics
Prep key points/materials/activities
Debrief and Archive; Reputation Recovery if needed
Release/manage questions
Monitor and Log
Yes No
Story continues to develop?

24. Audience Matters Types of Audiences Internal vs. External
Primary vs. Secondary
Known vs. Unknown

25. Creating an Audience Map

26. Creating a Message Map

27. Barriers to Effective Response
Minimize the Situation / Denial
Business Strategy & Structure
Proprietary Processes
Local, State & Federal Laws
Banking Regulations
Privacy (Gramm Leach, HIPAA, FTC)
SEC
Lawyers

28. Make a Deal with Your Attorney
“I’ll let you review all my press materials, as long as I can reach you in time.”
“If I can’t, I’m going to send them anyway.”
“So please review my plan NOW, rather than waiting until you’re already unavailable to help me.”

29. Key Takeaways: Understand difference between bad news vs. crisis
Analyze audiences and impacts
Establish an emergency communication plan
Remove barriers to timely and appropriate response
Set up arrangements for collaboration in advance

30. Comments, questions and follow ups:
Linda Varrell Broad Reach Public Relations 19 Commercial Street, Portland ME (207) Skip King Reputation Strategies, LLC 40 Forest Falls Drive, Yarmouth ME