Crisis Communications
Presented by:
Renée T. Walker, APRAVP, University Communications
January 24, 2011
Agenda
• University Communications • Crisis Communications• Media Frenzy• Crisis Communication Protocol• CMU Communication Channels• Crisis Do’s and Don’ts• Discussion
What Constitutes a Crisis?• Anything that threatens or may threaten to significantly
damage an organization and its employees, products, services, financial condition or reputation
• Characteristics of a Crisis:– Surprise– Little information– Confusion– No Control– Magnifying Glass– First Impressions– Potential loss of trust and credibility
Media Frenzy
• If it bleeds…it leads– Global in a nanosecond– Citizen journalists
• Media will lead the charge to fill the information vacuum and be a key source of initial crisis information
• An early response may not have much “new” information, but the organization positions itself as a source and begins to present its side of the story
Crisis Communications Protocol
• Crisis management plan (CMP) serves as a reference tool, not a blueprint– Established communication protocols– Lists of key contact information
• CMP is not a step-by-step guide to effectively manage a crisis
Crisis Communications Protocol
• Make public safety the number one priority• Issue a holding statement as the initial response • Be accurate by carefully checking all facts• Be consistent by keeping spokespeople informed of
crisis events and key message points • Use all of the available communication channels,
including the Internet, Intranet and mass notification systems
Crisis Communications Protocol
• Inaccuracies make an organization look inconsistent• Incorrect statements must be corrected, making an
organization appear to be incompetent • Speaking with one voice in a crisis is a way to maintain
accuracy– Different people can still convey a consistent message
Crisis Communications Protocol
• Not talking to the media about your crisis can make the situation worse. Media will assume you have something to hide
• If you appear to be reticent or misleading, media will work harder to uncover the truth
• Refrain from talking to the media if you are not the official spokesperson
• Get back to reporters with information before their deadlines
• Don’t make excuses
CMU Crisis Communications Protocol
• Pre-Crisis• Public
Safety
CMU Police
• Crisis Response• Spokespeople
UComm• Post-Crisis• Debrief• Reputation
Crisis Team
CMU Communications Channels
• University website/intranet• CMU Media Channel • Public Address System • Posted Information on Building Doors • Email and ListServ• Automated Phone System • Media (print and broadcast)• Public Relations Firm
Crisis Do’s and Don’ts
• Do be aware of potential crises before they arise and University Communications to discuss
• Do work with University Communications to determine the appropriate response and to develop a crisis plan
• Do be proactive about delivering bad news rather than having it announced to you by the media
• Do acknowledge a crisis exists• Don’t run away from the reporter, direct them to
University Communications without comment
Discussion