Heroes vs. Villains:
How Good Crisis Communications
Can Save the Day
Presented by:
crisis
noun | cri·sis | \ˈkrī-səs\
: a difficult or dangerous situation that needs serious attention
: an unstable or crucial time or state of affairs in which a
decisive change is impending; especially: one with the distinct
possibility of a highly undesirable outcome <a financial crisis>
Source: Merriam-Webster.com/dictionary
ASSETS THREATS ACTIONS
Good crisis management
can b e the difference
between being the hero
and being the villain.
Three Stages of Crisis
Management
BEFORE A CRISIS…
Recognize
and define the crisis.
BEFORE A CRISIS > RECOGNIZING AND DEFINING A CRISIS
It’s not a matter
of if a crisis will
occur, but when.
BEFORE A CRISIS > RECOGNIZING AND DEFINING A CRISIS
Learn to recognize and define the type
of cr isis.
vs.
BEFORE A CRISIS > RECOGNIZING AND DEFINING A CRISIS
No matter what
type of crises
you’re facing,
you’re going to
be dealing with
trust issues.
BEFORE A CRISIS > RECOGNIZING AND DEFINING A CRISIS
Different types of
crises cause
different
reactions.
BEFORE A CRISIS…
Develop a plan.
BEFORE A CRISIS > DEVELOP A PLAN.
A basis crisis response
plan has three
essential elements.
BEFORE A CRISIS > DEVELOP A PLAN.
Who is going respond.
BEFORE A CRISIS > DEVELOP A PLAN.
What they’re going
to say.
BEFORE A CRISIS > DEVELOP A PLAN.
How they’re going to
say it.
BEFORE A CRISIS…
Exercise your plan.
BEFORE A CRISIS > EXERCISE THE PLAN.
The more often you
exercise the plan, the
more familiar it will be
when a crisis does occur.
BEFORE A CRISIS > EXERCISE THE PLAN.
Make sure
members of your
crisis response
team have an
updated copy of
the plan with them
at all times.
BEFORE A CRISIS > EXERCISE THE PLAN.
Test your
communication
systems.
BEFORE A CRISIS > EXERCISE THE PLAN.
Prepare your
spokesperson(s).
DURING A CRISIS…
The First Few Days
" -
- _ _
DURING A CRISIS > THE FIRST FEW DAYS
Be purposeful,
not reactive.
"Streisand Estate by Copyright (C) 2002 Kenneth & Gabrielle Adelman, California Coastal Records Project, www.californiacoastline.org. Licensed under CC BY SA 3.0 via
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DURING A CRISIS > THE FIRST FEW DAYS
Use message
management
techniques.
DURING A CRISIS > THE FIRST FEW DAYS
Stick to the facts.
DURING A CRISIS > THE FIRST FEW DAYS
Implement an
organized system for
tracking questions,
requests and
responses.
DURING A CRISIS…
Duration of the Crisis
DURING A CRISIS > DURATION OF T HE CRISIS
Update internal
audiences and
stakeholders regularly.
DURING A CRISIS > DURATION OF T HE CRISIS
Channel all requests through one point.
DURING A CRISIS > DURATION OF T HE CRISIS
Communicate
accurate, consistent
messages.
DURING A CRISIS > DURATION OF T HE CRISIS
Stick with your spokesperson.
AFTER A CRISIS…
Evaluate the Response.
AFTER THE CRISIS > EVALUATE THE RESPONSE
What worked?
AFTER THE CRISIS > EVALUATE THE RESPONSE
What did the plan miss?
AFTER THE CRISIS > EVALUATE THE RESPONSE
How will you improve?
AFTER THE CRISIS > EVALUATE THE RESPONSE
Adjust the plan
accordingly.
Overview
1. Recognize/define a crisis.
2. Develop a plan.
3. Exercise the plan.
4. Crisis Response: First few days.
5. Crisis Response: Duration of crisis.
6. Evaluate the response.
QUESTIONS?
Contact us.
Sandi P oreda, APR
sandi@bulldogstrategygroup.com
850.766.1906
Visit us.
www.bulldogstrategygroup.com
