1. School PR 100C Crisis, Media & Demonstrating the Value of PR

2. Hello! Trinette Marquis Hobbs, APR
25+ years communication - healthcare, tech, ed
Former district comms director
Consultant - SchoolPRPro
Professor - CSU Sacramento
You can find me &

3. In this session Crisis Comm 3 R’s Media Relations Demonstrating Value
Office/Life Hacks
These slides as well as additional handouts are available at under “Presentations”

4. Relationships, Roles, Resources1.
Crisis Comm 3 R’s
Relationships, Roles, Resources

5. Types of Crisis Physical Emergencies Crisis of Confidence
Individual Incidents
Ongoing Issues

6. Three R’s of Crisis Who do you know? Who is doing what?
What do you have in place?
Relationships
Roles
Resources

7. Relationships Build your relational capital
Stakeholder groups, leadership team
Be honest
Especially about challenges
Make time to support neighboring agencies
“Those” meetings & events

8. Roles Everyone knows who to call Who speaks for the district or school
When information is confirmed, released
Don’t forget support roles

9. Resources Collect “crisis material Organize in cloud folders
People you can call
Agencies you can call

10. Best PR is Doing the Right Thing PR Professionals Should Have a Seat at the Decision-Making Table
Some crisis can be prevented –
Ethical and fiscally responsible actions & policies
High expectations & accountability for all
Openness, responsiveness and transparency
Caring and connected leaders & staff

11. When it Hits the Fan Get the who, what, when, where, why
Always have confirmation, don’t speculate
Decide which facts can be shared without violating privacy, other laws or investigations
Decide who needs to know and in what order
Staff? Parents? Students? Community?
Draft statement & message points –make sure everyone is on the same page

12. Reaction= Reputation Know and own the problem Know the solution
What was the cause?
Know the solution
What are you doing about it?
How do you keep it from happening again?
Communicate well and often
Show appropriate emotion
Show commitment to solve problem – even if you don’t know how

13. Exploding
Yogurt
In 2013, Chobani cups exploding off grocery shelves—literally
Bacteria caused a pressure build up inside the cups
Response:
Immediately recalled all yogurt cups from Idaho plant
Staffers (including CEO) jumped onto social media to apologize and to personally address every tweet - 3,600 in 5 days
Personal letter to each of the 150,000 people that had an issue
“Your loyalty and Safety is something we cherish and never take for granted”

14. Keep Messages Simple Put people first
We cannot share this information because the law requires us to protect the privacy of our staff/students
This is what we know so far about what happened . . .
We are deeply troubled/saddened by
Think long-term, take the high road

15. Step Up Offer PR Lense Listen from an outsider’s perspective
Anticipate reactions and suggest strategy
Suggest best communication channels
Suggest appropriate spokesperson
Draft message points, phone scripts, letters, etc.
Always debrief

16. 3.
Media Relations
Times are changing

17. Don’t Try To Hide Bad News
Ask who knows? How likely is it to spread?
Get it over with – don’t let the news dribble out
Better for staff and community to hear bad news from you
Amount of time a crisis last depends on how you navigate

18. April 29, 2010
After spill The New York Times reported Hayward said (to fellow BP executives) "What the hell did we do to deserve this?"
May 18, 2010
"The environmental impact of this disaster is likely to be very, very modest," Hayward told reporters.
When asked about whether he was able to sleep at night in light of the oil spill's disastrous effects, he replied, "Of course I can."
May 31, 2010
Hayward told reporters, "The first thing to say is I'm sorry."
He continued, "We're sorry for the massive disruption it's caused their lives. There's no one who wants this over more than I do. I would like my life back."

19. No Comment Alternatives
It is premature to discuss that
That is a hypothetical question I can’t answer
I cannot discuss that because it is part of an ongoing investigation
Our top priority right now is the safety of students– I would be happy to schedule a time to talk to you later
I haven’t heard all the information yet – I will get back to you when I know more

20. Trust & Friendly Pressure
Relationships
Ethical
Make it easy for them
Compete with them
Put the pressure on - data transparency

21. 3.
Demonstrating Value
The ROI

22. Tracking Ideas School, type of school Issue –effort and breadth
Activity by month
By tool/campaign
Monthly and annual compilation

23. Worksheet Idea List of all tools All levels Use for Brainstorming
Planning
Tracking
Evaluating

24. Reporting

25. ROI Increased enrollment & dollars
Negative attention that DIDN’T make it into the media
Time spent with upset stakeholders who DIDN’T sue/call the media
Partnerships that bring opportunities, visibility & resources

26. Reporting Ideas Closed board session Monthly output reports
Web & social
Department wall

27. 4.
Office/Life Hacks
Building Resiliency

28. Audit Your Time Tactical Strategic Visioning Scanning Connecting
Gratitude
Professional Development

29. Life
Hacks
Protein
Sleep
Gratitude
Connection
Organization

30. Session Handouts Sample worksheet Everything from all 3 sessions

31. Thanks!!
Any questions?
You can find me &
& FB: Trinette Marquis Hobbs

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