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11-05-2016 1 COMMUNICATING IN A CRISIS COMMUNICATING IN A CRISIS COMMUNICATING IN A CRISIS COMMUNICATING IN A CRISIS MATTHEW WATSON MATTHEW WATSON MATTHEW WATSON MATTHEW WATSON BA BA BA BA Comm Comm Comm Comm (Journalism) (Journalism) (Journalism) (Journalism) 7 x PRIA Award Winner 7 x PRIA Award Winner 7 x PRIA Award Winner 7 x PRIA Award Winner Former Political Staffer Former Political Staffer Former Political Staffer Former Political Staffer TV & Radio Reporter TV & Radio Reporter TV & Radio Reporter TV & Radio Reporter (National Nine News) (National Nine News) (National Nine News) (National Nine News) Comms Comms Comms Comms Professional Professional Professional Professional Pasha Bulker Pasha Bulker Pasha Bulker Pasha Bulker Endeavour River Endeavour River Endeavour River Endeavour River West Atlas Oil Rig West Atlas Oil Rig West Atlas Oil Rig West Atlas Oil Rig Shen Neng 1 Shen Neng 1 Shen Neng 1 Shen Neng 1 MV Rena MV Rena MV Rena MV Rena And others….. And others….. And others….. And others….. Text TITLE TITLE Text TITLE TITLE WHAT HAPPENS DURING A CRISIS? WHAT HAPPENS DURING A CRISIS? WHAT HAPPENS DURING A CRISIS? WHAT HAPPENS DURING A CRISIS? TIPS AND CASE STUDIES TIPS AND CASE STUDIES TIPS AND CASE STUDIES TIPS AND CASE STUDIES ARE YOU READY? ARE YOU READY? ARE YOU READY? ARE YOU READY?
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Page 1: MATTHEW WATSON COMMUNICATING IN A CRISIS - Matt Watson.pdf11-05-2016 1 COMMUNICATING IN A CRISIS MATTHEW WATSON BBAA BA CommBA CommComm(Journalism) (Journalism)(Journalism) 7 x PRIA

11-05-2016

1

COMMUNICATING IN A CRISISCOMMUNICATING IN A CRISISCOMMUNICATING IN A CRISISCOMMUNICATING IN A CRISISMATTHEW WATSON MATTHEW WATSON MATTHEW WATSON MATTHEW WATSON

BA BA BA BA CommCommCommComm (Journalism)(Journalism)(Journalism)(Journalism)

7 x PRIA Award Winner 7 x PRIA Award Winner 7 x PRIA Award Winner 7 x PRIA Award Winner

Former Political Staffer Former Political Staffer Former Political Staffer Former Political Staffer

TV & Radio ReporterTV & Radio ReporterTV & Radio ReporterTV & Radio Reporter

(National Nine News)(National Nine News)(National Nine News)(National Nine News)

CommsCommsCommsComms Professional Professional Professional Professional

Pasha Bulker Pasha Bulker Pasha Bulker Pasha Bulker

Endeavour River Endeavour River Endeavour River Endeavour River

West Atlas Oil RigWest Atlas Oil RigWest Atlas Oil RigWest Atlas Oil Rig

Shen Neng 1Shen Neng 1Shen Neng 1Shen Neng 1

MV Rena MV Rena MV Rena MV Rena

And others….. And others….. And others….. And others…..

• Text

TITLE

TITLE

• Text

TITLE

TITLE

• WHAT HAPPENS DURING A CRISIS? WHAT HAPPENS DURING A CRISIS? WHAT HAPPENS DURING A CRISIS? WHAT HAPPENS DURING A CRISIS?

• TIPS AND CASE STUDIES TIPS AND CASE STUDIES TIPS AND CASE STUDIES TIPS AND CASE STUDIES

• ARE YOU READY?ARE YOU READY?ARE YOU READY?ARE YOU READY?

Page 2: MATTHEW WATSON COMMUNICATING IN A CRISIS - Matt Watson.pdf11-05-2016 1 COMMUNICATING IN A CRISIS MATTHEW WATSON BBAA BA CommBA CommComm(Journalism) (Journalism)(Journalism) 7 x PRIA

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WHAT HAPPENS WHAT HAPPENS WHAT HAPPENS WHAT HAPPENS

DURING A CRISIS? DURING A CRISIS? DURING A CRISIS? DURING A CRISIS?

A CRISIS A CRISIS A CRISIS A CRISIS

It’s suddenIt’s suddenIt’s suddenIt’s sudden

It’s confusing It’s confusing It’s confusing It’s confusing

Misinformation / rumour Misinformation / rumour Misinformation / rumour Misinformation / rumour

Phones go crazy Phones go crazy Phones go crazy Phones go crazy

The media wants info The media wants info The media wants info The media wants info NOWNOWNOWNOW

“Say Nothing” !! “Say Nothing” !! “Say Nothing” !! “Say Nothing” !!

WHERE’S THE VILLAIN?! WHERE’S THE VILLAIN?! WHERE’S THE VILLAIN?! WHERE’S THE VILLAIN?!

“The reality is we were completely over“The reality is we were completely over“The reality is we were completely over“The reality is we were completely over----run and just not able to deal with the intensity of media scrutiny.”run and just not able to deal with the intensity of media scrutiny.”run and just not able to deal with the intensity of media scrutiny.”run and just not able to deal with the intensity of media scrutiny.”

Tony Hayward, Former BP Chief Executive (re Deep Horizon Disaster) Tony Hayward, Former BP Chief Executive (re Deep Horizon Disaster) Tony Hayward, Former BP Chief Executive (re Deep Horizon Disaster) Tony Hayward, Former BP Chief Executive (re Deep Horizon Disaster)

TIPS AND CASE STUDIESTIPS AND CASE STUDIESTIPS AND CASE STUDIESTIPS AND CASE STUDIES

DOS DOS DOS DOS DURING A CRISISDURING A CRISISDURING A CRISISDURING A CRISIS

Get on the front foot quickly (if necessary) Get on the front foot quickly (if necessary) Get on the front foot quickly (if necessary) Get on the front foot quickly (if necessary)

Get external help Get external help Get external help Get external help

Work to a crisis comms plan Work to a crisis comms plan Work to a crisis comms plan Work to a crisis comms plan

Sort information channelling Sort information channelling Sort information channelling Sort information channelling

Engage with Government (Ministerial + Agency) Engage with Government (Ministerial + Agency) Engage with Government (Ministerial + Agency) Engage with Government (Ministerial + Agency)

Be on the same page as othersBe on the same page as othersBe on the same page as othersBe on the same page as others

Engage and Engage and Engage and Engage and FEED THE MEDIAFEED THE MEDIAFEED THE MEDIAFEED THE MEDIA

Clear & simple messages Clear & simple messages Clear & simple messages Clear & simple messages

DOS DURING A CRISISDOS DURING A CRISISDOS DURING A CRISISDOS DURING A CRISIS

Call Call Call Call things as they are things as they are things as they are things as they are (manage (manage (manage (manage expectationsexpectationsexpectationsexpectations))))

Have one local key decision makerHave one local key decision makerHave one local key decision makerHave one local key decision maker

Look Look Look Look ahead / pace ahead / pace ahead / pace ahead / pace

Acknowledge if you are at Acknowledge if you are at Acknowledge if you are at Acknowledge if you are at fault / Apologise??fault / Apologise??fault / Apologise??fault / Apologise??

“Own” the negatives“Own” the negatives“Own” the negatives“Own” the negatives

Back Back Back Back yourself yourself yourself yourself ---- be calm & confidentbe calm & confidentbe calm & confidentbe calm & confident

Have a discreet sense of humour (within reason) Have a discreet sense of humour (within reason) Have a discreet sense of humour (within reason) Have a discreet sense of humour (within reason)

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11-05-2016

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DON’TS DURING A CRISISDON’TS DURING A CRISISDON’TS DURING A CRISISDON’TS DURING A CRISIS

PanicPanicPanicPanic

Procrastinate Procrastinate Procrastinate Procrastinate

LieLieLieLie

“Over“Over“Over“Over----admit” guilt admit” guilt admit” guilt admit” guilt

Blame othersBlame othersBlame othersBlame others

Lose time obtaining approvals through multiple checkLose time obtaining approvals through multiple checkLose time obtaining approvals through multiple checkLose time obtaining approvals through multiple check----points points points points

Use technical speak, legalese, jargon and weasel words Use technical speak, legalese, jargon and weasel words Use technical speak, legalese, jargon and weasel words Use technical speak, legalese, jargon and weasel words

Tell different stories Tell different stories Tell different stories Tell different stories

DON’TS DURING A CRISISDON’TS DURING A CRISISDON’TS DURING A CRISISDON’TS DURING A CRISIS

OverOverOverOver----optimise optimise optimise optimise

Guess or specify outcomesGuess or specify outcomesGuess or specify outcomesGuess or specify outcomes

Make public comment that contradicts othersMake public comment that contradicts othersMake public comment that contradicts othersMake public comment that contradicts others

Be sideBe sideBe sideBe side----tracked by “expert opinion” tracked by “expert opinion” tracked by “expert opinion” tracked by “expert opinion”

Apologise too late Apologise too late Apologise too late Apologise too late

“Fake” it “Fake” it “Fake” it “Fake” it

Put up a weak media performer Put up a weak media performer Put up a weak media performer Put up a weak media performer

MEDIA TIPS MEDIA TIPS MEDIA TIPS MEDIA TIPS

“YOU GET CUT DOWN HARDER AND FASTER IN THE COURT OF “YOU GET CUT DOWN HARDER AND FASTER IN THE COURT OF “YOU GET CUT DOWN HARDER AND FASTER IN THE COURT OF “YOU GET CUT DOWN HARDER AND FASTER IN THE COURT OF

PUBLIC OPINION THAN COURTS OF LAW”PUBLIC OPINION THAN COURTS OF LAW”PUBLIC OPINION THAN COURTS OF LAW”PUBLIC OPINION THAN COURTS OF LAW”

THE HOT QUESTIONS THE HOT QUESTIONS THE HOT QUESTIONS THE HOT QUESTIONS

1. Who is to blame?1. Who is to blame?1. Who is to blame?1. Who is to blame?

2. Are they fronting or hiding?2. Are they fronting or hiding?2. Are they fronting or hiding?2. Are they fronting or hiding?

3. How will it be fixed?3. How will it be fixed?3. How will it be fixed?3. How will it be fixed?

3. When will it be fixed?3. When will it be fixed?3. When will it be fixed?3. When will it be fixed?

4. Will it get worse? 4. Will it get worse? 4. Will it get worse? 4. Will it get worse?

5. What’s the environmental damage?5. What’s the environmental damage?5. What’s the environmental damage?5. What’s the environmental damage?

6. Who is paying?6. Who is paying?6. Who is paying?6. Who is paying?

MEDIA TIPSMEDIA TIPSMEDIA TIPSMEDIA TIPS

Play Play Play Play the the the the “media cycle” “media cycle” “media cycle” “media cycle”

Credible spokespersonCredible spokespersonCredible spokespersonCredible spokesperson

Don’t Don’t Don’t Don’t be defensive, evasive or hostilebe defensive, evasive or hostilebe defensive, evasive or hostilebe defensive, evasive or hostile

Media Media Media Media conferences conferences conferences conferences or oneor oneor oneor one----onononon----one interviews?one interviews?one interviews?one interviews?

Don’t Don’t Don’t Don’t ““““disappear”disappear”disappear”disappear”

MEDIA TIPSMEDIA TIPSMEDIA TIPSMEDIA TIPS

Know Know Know Know the “message of the day” (or momentthe “message of the day” (or momentthe “message of the day” (or momentthe “message of the day” (or moment))))

Careful of playing “media favourites”Careful of playing “media favourites”Careful of playing “media favourites”Careful of playing “media favourites”

PICTURES! (footage or “pool access”) PICTURES! (footage or “pool access”) PICTURES! (footage or “pool access”) PICTURES! (footage or “pool access”)

Don’t stress over social media Don’t stress over social media Don’t stress over social media Don’t stress over social media

Win the war, not every battle Win the war, not every battle Win the war, not every battle Win the war, not every battle

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MEDIA TRAININGMEDIA TRAININGMEDIA TRAININGMEDIA TRAINING

JUST DO IT (JUST DO IT (JUST DO IT (JUST DO IT (2 x yearly)2 x yearly)2 x yearly)2 x yearly)

CASE STUDY: NING PO CASE STUDY: NING PO CASE STUDY: NING PO CASE STUDY: NING PO

CASE STUDY: NINGPO CASE STUDY: NINGPO CASE STUDY: NINGPO CASE STUDY: NINGPO CASE STUDY: NINGPO CASE STUDY: NINGPO CASE STUDY: NINGPO CASE STUDY: NINGPO

CASE STUDY: NING PO CASE STUDY: NING PO CASE STUDY: NING PO CASE STUDY: NING PO

OUTCOMESOUTCOMESOUTCOMESOUTCOMES

• Media coverage (3 days)Media coverage (3 days)Media coverage (3 days)Media coverage (3 days)

• Media engagement Media engagement Media engagement Media engagement

• “It’s in hand” “It’s in hand” “It’s in hand” “It’s in hand”

• Story old and boring quickly Story old and boring quickly Story old and boring quickly Story old and boring quickly

• Media disinterest Media disinterest Media disinterest Media disinterest

CASE STUDY: RENA CASE STUDY: RENA CASE STUDY: RENA CASE STUDY: RENA

Page 5: MATTHEW WATSON COMMUNICATING IN A CRISIS - Matt Watson.pdf11-05-2016 1 COMMUNICATING IN A CRISIS MATTHEW WATSON BBAA BA CommBA CommComm(Journalism) (Journalism)(Journalism) 7 x PRIA

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QUESTIONS

CASE STUDY: MV RENA, NZ, 2011 CASE STUDY: MV RENA, NZ, 2011 CASE STUDY: MV RENA, NZ, 2011 CASE STUDY: MV RENA, NZ, 2011

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RENA ANALYSIS RENA ANALYSIS RENA ANALYSIS RENA ANALYSIS

Team work Team work Team work Team work

“We’re doing what we can” “We’re doing what we can” “We’re doing what we can” “We’re doing what we can”

It will get worse It will get worse It will get worse It will get worse

“Tell all” (set expectations) “Tell all” (set expectations) “Tell all” (set expectations) “Tell all” (set expectations)

Another day, another angle Another day, another angle Another day, another angle Another day, another angle

The “curse” of social mediaThe “curse” of social mediaThe “curse” of social mediaThe “curse” of social media

CASE STUDY: LAURA D’AMATOCASE STUDY: LAURA D’AMATOCASE STUDY: LAURA D’AMATOCASE STUDY: LAURA D’AMATO

ANALYSISANALYSISANALYSISANALYSIS

Slick crisis plan Slick crisis plan Slick crisis plan Slick crisis plan ---- reaching out reaching out reaching out reaching out

1111 stststst media conference in 3 hours media conference in 3 hours media conference in 3 hours media conference in 3 hours

Shell: “Moral Responsibility” Shell: “Moral Responsibility” Shell: “Moral Responsibility” Shell: “Moral Responsibility”

This is rare / unusual This is rare / unusual This is rare / unusual This is rare / unusual

Integrity / trust Integrity / trust Integrity / trust Integrity / trust

Owner: deep regretOwner: deep regretOwner: deep regretOwner: deep regret

Where’s the villain? Where’s the villain? Where’s the villain? Where’s the villain?

PART THREE

ARE YOU READY?

YOUR CRISIS COMMS PLANYOUR CRISIS COMMS PLANYOUR CRISIS COMMS PLANYOUR CRISIS COMMS PLAN

Where Where Where Where is it?is it?is it?is it?

When was it last updated?When was it last updated?When was it last updated?When was it last updated?

When did you last practice?When did you last practice?When did you last practice?When did you last practice?

www.reputecommunications.com.auwww.reputecommunications.com.auwww.reputecommunications.com.auwww.reputecommunications.com.au

THANK YOU THANK YOU THANK YOU THANK YOU


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