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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…..
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• 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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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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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
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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