Crisis Communications

1
Crisis Communications
2
Characteristics of Crisis

• High level of interest
• Public - direct indirect
• Political
• Fear, despair
• Information vacuum
• Media frenzy

3
Priorities

• Lifesaving
• Health preservation instructions
• Emergency status information
• Other useful information

4
Critical Messages

• Heres what we know
• Heres what were doing
• Heres what we need you to do

5
Messages in Crisis

• Complex, conflicting confusing
• Media distortions
• Public misperceptions
• Unrealistic expectations
• Talking heads
• Spectator experts

6
First Steps

• Assess emergency from a communications
  perspective
• Secure spokesperson, alert extra communication
  staff
• Give only cleared facts and announce follow-up
  briefings
• Monitor media for misinformation
• Conduct initial media brief/statement
• Ensure you express empathy, and
• Acknowledge the publics concern about the
  uncertainty.
• Remind the public that your agency is part of the
  team
• Update PIO community

7
Trust Credibility

• 50 - empathy/caring
• 15 20 - competence/expertise
• 15 20 - honesty/openness
• 15 20 - dedication/ commitment

8
Crisis Planning

• Develop intergovernmental/interagency plan
• ID sufficient qualified personnel
• Fly/drive-away package
• Remote media center
• On-scene organization is responsible for
• Operational response to management of crisis
• First-hour communication

9
When Crisis Strikes

• Move fast - make news or react to news
• Call up PIOs immediately
• Call up enough PIOs or request augmentation
• Press center operational in 15 min to 2 hours
• Agency head is available immediately
• PIO with agency head through crisis

10
Effective Communications

• Determine your communications objectives
• Keep cool and face reality
• Analyze your audience/medium
• Identify solutions to succeed
• Recognize and empathize with your audience
• Strive for balance in your messages
• Fact
• Emotion
• Blend both effectively

11
Successful Operations

• Somewhere on an established continuum
• Early consistent media briefings
• Designated/coordinated spokespeople
• Intergovernmental/interagency coordination
• Qualified PIOs speak with one voice
• Candor - credible/accurate information
• Personal/institutional credibility
• Cooperative rather than adversative