| In the past, PR/organizations had control over crisis info |
not any more!
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| info will be out there |
audio, video, text
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some of it will be accurate, some inacurate
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| Can you plan for a crisis? |
to some extent, yes
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ex. an oil company can have a plan in place for an oil spill
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if an event is known
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ex. shutting down a highway for construction
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getting out in front
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| Table 14.1 |
| info on planning |
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| How intense is the crisis? |
| Table 14.3 |
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| What will people want to know? |
Overarching questions - the big picture
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Informational questions - how does this affect me/what do I need to know
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Challenging questions - who is at fault, what are the consequences
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| Table 14.4 - 77 most frequently asked questions by the media |
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| A Plan |
who speaks?
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who is the face of the organization?
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should it be the CEO?
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| what media to use? |
| what is the strategy? |
| what checks are in place? |
coordinating roles/info
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| As the situation/crisis unfolds: |
At first, "haze"
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It's okay to say that you are still assessing the situation/gathering info
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Avoids "no comment"
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But, the longer the situation goes on, the less you can be vague
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| Acknowledge concerns |
Without admitting guilt!
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| Demonstrate that you are doing something |
| Be reassuring |
| Promise additional info as it becomes available (pro-active) |
| LISTEN TO FEEDBACK! |
| keep records of what's being said and to whom |
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| As things settle down... |
Discuss changes (highlight the positives)
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Gain/regain public trust
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Evaluate how the PR plan did
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