Crisis Management & ProActive OutreachAugust 12, 2009

Jennifer SmithSenior Director

Communications & Special Programs

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Goals

• Role within Communications Strategy

• Creating a Plan• What if …• Media Guidance

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• Key is planning ahead• Anticipate good and bad situations facing your

organization• Requires quick response in moments that may catch

you off guard• A careless or uncalculated response can harm the

brand’s image and associations+ What happens in Tulsa, can affect Taipei

Crisis Management

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Practice &Adjust

Practice &Adjust

Create Plan

Create Plan

PinpointTeam

PinpointTeam

Creating Your Plan

CreateProcessCreateProcess

EvaluateNeeds

EvaluateNeeds

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Evaluate Needs

• What are situations you may face?+ Examples: Inclement weather, injury of a guest,

food poisoning, abusive situations with family members, staff or volunteers.

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Create a Process

• Develop process for each situation identified• Create step-by-step instructions• Leverage resources to support you where

needed. + Example: Local emergency organizations, your

insurance carrier, and hospitals

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Pinpoint Your Team• Right people, right role

+ Media Spokesperson – who is the right voice?• Create a flow chart that shows responsibilities

and communication flow• Remember -- You don’t have to make decisions

on your own+ RMHC Global is a resource

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Identify the Members of the Crisis Team

Executive Director

Communications Director

Board Liaison

Development Lead

Program Operations Lead

HR Lead/Volunteer Coordinator

Legal/Insurance/Local Police/Fire

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Team Roles

Executive Director•Coordination with players•Updates to Board•Potential Media Voice•Contacts expert counsel•Ensures internal communication

Communications Director•Primary media contact; voice•Develops message maps•PIO contact•Liaison with RMHC Global / MAP Line•Provide Media Training

Board Liaison•Potential voice for media or messages to Board

Donor Development Lead•Coordinates with suppliers who have offered support

Program Operations Lead•Facility-related next steps•Primary contact for handling clean-up•Contacts other Program leads in geography

HR Lead/Volunteer Coordinator•Coordinates on-site counseling•Liaison with Legal on HR issues•Ensures staff/volunteers are prepped on how to answer calls

Outside Resources – Legal, Insurance, Local Police/Fire•Provides procedural support

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RMHC Global Support is always a call away!

If Operational Concern

If Media Call

If Partner Situation

If Discrimination Concern

1. Call RMHC Team Leader

1. Call RMHC Team Leader 2. Legal/Insurance

1. Call MAP Line/RMHC Communications 2. Call RMHC Team Leader

2. Legal/Insurance

DO NOT speak on behalf of partner – contact RMHC Team Leader!

Activation

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Draft Your Plan• Meet with key stakeholders, including Staff,

volunteers, board members, making sure they understand their role

• Get feedback and adjust as needed• Consistency and accuracy are imperative.

+ Crisis correspondence (internal & external) may be requested by media or a court of law, so communications must be consistent prior to and during the crisis.

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Practice

• Engage the crisis team in drills• Re-evaluate if there are gaps

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What if … • “Unpredictable” is easier

when there’s a plan in place• Empower other staff

members with hard and electronic copies of crisis plan

• No one person should be the keeper of the information

• Make the plan and emergency contact information very accessible

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What if …

The Rule of ReasonKeep a keen eye out to the most appropriate response in a given scenario – even if it was not originally planned.

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Preparing for Media Inquiries• Planning Ahead: Media Training

+ Draft media communication in advance+ Take a workshop, consult resources, talk to RMHC communications

team• Media Protocol

+ Call MAP line and RMHC Communications+ Gather facts and buy time+ Know your rights

• Communication to Stakeholders+ Be prepared with as much information as possible+ Give regular updates+ Stay calm and keep the focus on the Chapter’s mission

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Conclusion• Resource Guide: Visit

www.RMHC.net+ Crisis plan samples+ RMHC Global Team Contacts+ Media resources including

message maps, sample media action card, Media Training Guidelines

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Resources Available

RMHC.org/fileshare

User ID: rmhcPassword: resources

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Questions?

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Thank You