GOALS:of crisis communication:
Control information flowEstablish Spokesperson/trainMaintain perspectiveCreate the news story and organize response
Potential CRISES ASSESSMENT
• Create crisis plan Who creates it, approves and updates?
• Conduct regular review of possible crisis issues or events
• Review crisis communication plan
GETTING THE MESSAGE OUT…
Tools:Prepared key messagesImmediate public response(Multi-media: newspaper, radio,TV and online channels)AnnouncementsFact sheetsBackgroundersNews releasesFace meetingsE-mail blastsWebsite postsSocial Media
IDENTIFY DISTRIBUTION CHANNELS
Key stakeholders Staff, BOD, top donors, administrationRegional media listKey media contactsOrganizations and key contacts linked to your NPO
PARTNERS,ALLIES
Civic leaders, influentials, legislators
Third party links: police, fire fighters, governmental agencies, environmental and community groups, health and safety officials
Media and public credibility
COMMUNICATIONINITIATIVES
Critical first several hours:Start planCollect informationConfirm factsDefine crisisInform key stakeholdersChange plan as necessaryDetermine key actionsBrief key spokespersonPrepare media toolsBrief staff
MEDIARESPONSE
Some dos and don’ts…
TimelyHonest, integrity, willingness to cooperateNever say “no comment….”Clear and concise messagingCool, low-key, dignifiedFocus on facts, take the high roadAvoid personal attacks, cheap shotsAcknowledgement of responsibility, maintain credibilityNever cover upDetermine reporter’s timeline, deadline, story angleTrack coverage, follow-up when necessary
REFERENCEMATERIALS
Back communications plan withrelevant documentation:
Annual reports, enviro and safety reportsOperational details, record keepingEmergency response plans and proceduresFacility and employee data