communicating in a crisis

Communicating Communicating in a crisisin a crisisAre you ready?Are you ready?

Communicating in a crisisCommunicating in a crisis

There can’t be a crisis next week. There can’t be a crisis next week. My schedule is already full.My schedule is already full.

- Henry Kissinger- Henry Kissinger


What is a crisis?What is a crisis? An unstable or crucial time or state An unstable or crucial time or state

of affairs in which a decisive change of affairs in which a decisive change is impending; especially: one with is impending; especially: one with the distinct possibility of a highly the distinct possibility of a highly undesirable outcome.undesirable outcome.- - Merriam-WebsterMerriam-Webster


What is a crisis? cont’dWhat is a crisis? cont’d An extraordinary event or series of An extraordinary event or series of

events that adversely affects the events that adversely affects the integrity of the product, the integrity of the product, the reputation or financial stability of the reputation or financial stability of the organization; or the health or well-organization; or the health or well-being of employees, the community being of employees, the community or the public at large. or the public at large. - Pacific Telesis Crisis - Pacific Telesis Crisis Communication ManualCommunication Manual


What is a crisis? cont’dWhat is a crisis? cont’d A turning pointA turning point A time of testingA time of testing Important time when something may Important time when something may

become much better or worse become much better or worse A situation that can bring A situation that can bring

improvementimprovement A decisive momentA decisive moment


Crises are inevitableCrises are inevitable Crises are like plays; there are only so Crises are like plays; there are only so

many basic plots. Everything else is many basic plots. Everything else is variation. Two factors are always variation. Two factors are always present: Crises involve people, and present: Crises involve people, and they interrupt the normal ‘chain of they interrupt the normal ‘chain of command.’ command.’ - - Newsom et al. Newsom et al. This is PR: The Realities of PublicThis is PR: The Realities of Public RelationsRelations (2004)(2004)


What has happened …What has happened … Youth pastor molests teenage girlsYouth pastor molests teenage girls Camp counselor suffers a heart Camp counselor suffers a heart

attackattack Pastor embezzles church fundsPastor embezzles church funds Pastor caught soliciting a prostitutePastor caught soliciting a prostitute Church members killed while on a Church members killed while on a

mission tripmission trip

Communicating in a crisisCommunicating in a crisisWhat’s at stake?What’s at stake? Reputation, reputation, reputation! Reputation, reputation, reputation!

Competence, integrity, trust – even the Competence, integrity, trust – even the future ministry of the church – all hang future ministry of the church – all hang in the balance…. To be judged in the in the balance…. To be judged in the “court of public opinion” as lacking “court of public opinion” as lacking integrity, competence and compassion integrity, competence and compassion tarnishes a reputation to such an extent tarnishes a reputation to such an extent that it is difficult and, in some cases, that it is difficult and, in some cases, impossible to restore. impossible to restore. - F. A. Craig, - F. A. Craig, Not if, But When: A Crisis Management ManualNot if, But When: A Crisis Management Manual. .


Your reputation is your most Your reputation is your most valuable asset.valuable asset.

Communicating in a crisisCommunicating in a crisisPerception is everythingPerception is everything You are what people think you are.You are what people think you are. Perception determines the outcome of every Perception determines the outcome of every

crisis response.crisis response. Public opinion is formed by perception, not Public opinion is formed by perception, not

reality.reality. Regardless of what is happening internally, Regardless of what is happening internally,

the way the public perceives a situation the way the public perceives a situation becomes reality; a company has to address becomes reality; a company has to address it. it.

- The PR Crisis Bible- The PR Crisis Bible, R. Cohn (2000) , R. Cohn (2000)


Issues of trust Issues of trust Only 64 percent of adults believe they can Only 64 percent of adults believe they can

trust clergymen or priests to tell the truth trust clergymen or priests to tell the truth (Taylor & Humphrey, November 27, 2002). (Taylor & Humphrey, November 27, 2002).

Just 52 percent of Americans had Just 52 percent of Americans had confidence in the honesty and ethics of confidence in the honesty and ethics of priests and members of the clergy (Gallup priests and members of the clergy (Gallup Poll, Poll, Clergy ratings, Clergy ratings, January 13, 2003).January 13, 2003).

Communicating in a crisisCommunicating in a crisis Are you ready?Are you ready?

– Written crisis communication planWritten crisis communication plan– Crisis communication teamCrisis communication team– Spokesperson selected and preparedSpokesperson selected and prepared– Access to organizational and policy Access to organizational and policy

documents, staff biosdocuments, staff bios– Plan to contact staff before media Plan to contact staff before media

contacts themcontacts them– Staff knows not to talk to mediaStaff knows not to talk to media– Legal representationLegal representation


When writing your plan, remember, as When writing your plan, remember, as a Christian organization your actions a Christian organization your actions in a crisis situation will be watched in a crisis situation will be watched

closely. The public will often see the closely. The public will often see the actions you take as representative of actions you take as representative of not only Christianity as a whole, but not only Christianity as a whole, but

also God Himself.also God Himself.


The crisis communication team and otherThe crisis communication team and otherplayersplayers Executive director or president of Executive director or president of

organizationorganization A member of the pastoral or executive A member of the pastoral or executive

staff (if possible)staff (if possible) A member of the church or organization A member of the church or organization

governing boardgoverning board Someone with excellent writing and verbal Someone with excellent writing and verbal

communication skillscommunication skills

Communicating in a crisisCommunicating in a crisisThe crisis communication team and otherThe crisis communication team and otherplayers cont’dplayers cont’d Someone with pastoral care or mental Someone with pastoral care or mental

health skillshealth skills Someone with legal or investigative Someone with legal or investigative

training training Someone with a heart for intercessory Someone with a heart for intercessory

prayer prayer Some crises will call for the addition or Some crises will call for the addition or

subtraction of memberssubtraction of members- Adapted from M. Woodruff, Confronted with the shameful. - Adapted from M. Woodruff, Confronted with the shameful. LeadershipLeadership


Planning for a crisisPlanning for a crisis Team members should meet once a Team members should meet once a

quarter to discuss a crisis scenario and quarter to discuss a crisis scenario and walk through the plan to see if it will walk through the plan to see if it will properly address the situation. properly address the situation.

Team members should take the time Team members should take the time to discuss the hard questions the to discuss the hard questions the media would ask. Compile a list of media would ask. Compile a list of questions and answers.questions and answers.

Communicating in a crisisCommunicating in a crisisPlanning for a crisis cont’dPlanning for a crisis cont’d Draw up a list of crisis communication Draw up a list of crisis communication

professionals if the crisis proves to be too professionals if the crisis proves to be too large in scope.large in scope.

Who will be in charge in of notifying whom Who will be in charge in of notifying whom and in what order when the crisis and in what order when the crisis happens?happens?

Chose the spokesperson for the scenario. Chose the spokesperson for the scenario. Does that person have training?Does that person have training?

Select a back-up spokesperson.Select a back-up spokesperson.

Communicating in a crisisCommunicating in a crisisTypes of crises Departure of high profile staff member Death or injury of a staff member or

individual at organization event Sexual abuse Sexual harassment Destruction due to weather or natural

event Computer/Internet misuse Bomb threat

Communicating in a crisisCommunicating in a crisis “ “What are the worst things that can What are the worst things that can

possibly happen?” Write down all of the possibly happen?” Write down all of the scenarios you can think of. Then ask, scenarios you can think of. Then ask,

“What is the best way to respond?” Taking “What is the best way to respond?” Taking time to brainstorm will make it easier to time to brainstorm will make it easier to formulate your plan. It will also make it formulate your plan. It will also make it

easier to see which crises can be predicted easier to see which crises can be predicted and which cannot. You can work on and which cannot. You can work on

solving the problems that can be predicted solving the problems that can be predicted now and save yourself from a crisis later.now and save yourself from a crisis later.


Sample crisis planning meeting agendaSample crisis planning meeting agenda Name the issueName the issue Describe the potential for controversyDescribe the potential for controversy What facts and figures can you use to What facts and figures can you use to

respond to an attack quickly?respond to an attack quickly? Where is additional information on this Where is additional information on this

topic filed?topic filed?

Communicating in a crisisCommunicating in a crisisSample crisis planning meeting agenda Sample crisis planning meeting agenda

cont’dcont’d List all the leading, difficult tricky and List all the leading, difficult tricky and

nasty questions reporters could ask you nasty questions reporters could ask you about this controversial situation. Write about this controversial situation. Write out your answers, show them to your out your answers, show them to your organization’s lawyer and rewrite them organization’s lawyer and rewrite them based on his or her advice. Always avoid based on his or her advice. Always avoid restating misleading or wrong information. restating misleading or wrong information. Keep your statements positive and Keep your statements positive and focused on the facts.focused on the facts.


Sample crisis planning meeting Sample crisis planning meeting agenda cont’dagenda cont’d

-- Rewrite based on lawyers advice-- Rewrite based on lawyers advice-- Are there any aspects your lawyer -- Are there any aspects your lawyer

forbids you talk about with the press?forbids you talk about with the press?


Sample crisis planning meeting agenda Sample crisis planning meeting agenda cont’dcont’d

Is the pressIs the press-- likely to favor your position in this -- likely to favor your position in this controversy?controversy?-- likely to take a stand against you in this -- likely to take a stand against you in this controversy?controversy?-- neutral in this controversy and willing -- neutral in this controversy and willing to listen?to listen?-- Why?-- Why?



Who are your potential allies on this Who are your potential allies on this issue? List your most powerful, useful issue? List your most powerful, useful allies first.allies first.

Which organizations or individuals are Which organizations or individuals are likely to attack you or be your likely to attack you or be your enemies in a controversy on this enemies in a controversy on this issue? Do they have any hidden issue? Do they have any hidden motives you could expose that would motives you could expose that would discredit them?discredit them?

Communicating in a crisis Communicating in a crisis

Sample crisis planning meeting Sample crisis planning meeting agenda cont’dagenda cont’d

Will the controversy go away on its Will the controversy go away on its own; should you ignore it? Why or own; should you ignore it? Why or why not? why not?

How can you make it look like you’re How can you make it look like you’re the initiator of the debate, even if the initiator of the debate, even if you have been attacked? you have been attacked?



Have you discussed your Have you discussed your organization’s stance on this issue with organization’s stance on this issue with the top executives?the top executives?-- Organization’s stance -- Organization’s stance -- Problems with this stance-- Problems with this stance-- Problem resolutions-- Problem resolutionsYale, David R. Yale, David R. Publicity & Media Relations ChecklistsPublicity & Media Relations Checklists (1995) (1995)


When written in Chinese the When written in Chinese the word crisis is composed of word crisis is composed of

two characters. One two characters. One represents danger and the represents danger and the

other represents opportunity.other represents opportunity.- John F. Kennedy- John F. Kennedy


Putting the plan into actionPutting the plan into action Contact and meet with the crisis Contact and meet with the crisis

communication teamcommunication team Meet immediately with legal counselMeet immediately with legal counsel Determine if criminal activity has Determine if criminal activity has

occurredoccurred Advise the accused to seek an Advise the accused to seek an

attorneyattorney


Putting the plan into action cont’d.Putting the plan into action cont’d. Contact the insurance companyContact the insurance company Assign liaisonsAssign liaisons Develop a plan for communicationDevelop a plan for communication Develop a plan for further Develop a plan for further

investigationinvestigation Make counseling availableMake counseling available- Confronted with the shameful. - Confronted with the shameful. LeadershipLeadership (2001) (2001)


The official statementThe official statement Just the factsJust the facts Make sure you can support the factsMake sure you can support the facts Don’t go into too much detail, but do Don’t go into too much detail, but do

provide a complete pictureprovide a complete picture Watch your phrasingWatch your phrasing Don’t sensationalizeDon’t sensationalize


The official statement cont’dThe official statement cont’d Don’t lie by omissionDon’t lie by omission Express compassionExpress compassion Don’t trivializeDon’t trivialize Make sure you are comfortable with Make sure you are comfortable with

the responsethe response


Talking the talk …Talking the talk … Avoid ChristianeseAvoid Christianese No controversial or inflammatory No controversial or inflammatory

statementsstatements Don’t proselytizeDon’t proselytize Show empathyShow empathy Watch your body languageWatch your body language Appropriate dressAppropriate dress


Surviving a hostile interviewSurviving a hostile interviewQuotations containing loaded Quotations containing loaded

words: Don’t use the loaded words: Don’t use the loaded words in your answer, substitute words in your answer, substitute more neutral wording in their more neutral wording in their place.place.


Surviving a hostile interview cont’dSurviving a hostile interview cont’d Chorus line: After a series of simple Chorus line: After a series of simple

“yes” questions, you’re hit with a “yes” questions, you’re hit with a “zinger.” Combat this technique by “zinger.” Combat this technique by answering “yes” to the second answering “yes” to the second question and expand your answer question and expand your answer from there.from there.

Communicating in a crisisCommunicating in a crisisSurviving a hostile interview cont’dSurviving a hostile interview cont’d Prompting information: You are either Prompting information: You are either

hit with a fast paced series of questions hit with a fast paced series of questions or the interviewer allows an or the interviewer allows an “uncomfortable silence.” Either answer “uncomfortable silence.” Either answer the questions slowly or remain silent. the questions slowly or remain silent.

Baiting accusations or hypothetical Baiting accusations or hypothetical situations: Don’t allow yourself to be situations: Don’t allow yourself to be baited; instead direct the interviewer to baited; instead direct the interviewer to the proper source. the proper source.


Surviving a hostile interview cont’dSurviving a hostile interview cont’d Needling or false facts: Stand firm Needling or false facts: Stand firm

and provide the proper information and provide the proper information without getting upset and attacking without getting upset and attacking the interviewer. the interviewer.

- - http://www.calpsychlink.org/news/interviewtips/televisiontips.htmhttp://www.calpsychlink.org/news/interviewtips/televisiontips.htm

http://www.calpsychlink.org/news/interviewtips/televisiontips.htm


Christian mediaChristian media Members of the Christian media will Members of the Christian media will

normally have an insight into your normally have an insight into your church or organization, but there is church or organization, but there is much debate about whether or not to much debate about whether or not to cover Christian scandals and if so, how cover Christian scandals and if so, how to cover them. Your treatment depends to cover them. Your treatment depends on which side of the issue the members on which side of the issue the members of the Christian media fall.of the Christian media fall.


Damage control onlineDamage control onlinePost all available information on Post all available information on

your website.your website.Don’t ignore them, read the blogs. Don’t ignore them, read the blogs.

Know what they are saying and be Know what they are saying and be prepared to address them.prepared to address them.


The easiest period in a crisis situation is The easiest period in a crisis situation is actually the battle itself. The most difficult actually the battle itself. The most difficult is the period of indecision – whether to fight is the period of indecision – whether to fight

or run away. And the most dangerous or run away. And the most dangerous period is the aftermath. It is then, with all period is the aftermath. It is then, with all

his resources spent and his guard down, that his resources spent and his guard down, that an individual must watch for dulled reactions an individual must watch for dulled reactions

and faulty judgment.and faulty judgment.- Richard M. Nixon- Richard M. Nixon


The evaluation periodThe evaluation period Was the crisis preventable? If it was, Was the crisis preventable? If it was,

what could have been done to what could have been done to prevent it?prevent it?

Are there guidelines to prevent the Are there guidelines to prevent the same crisis from occurring again?same crisis from occurring again?

Did the crisis communication plan Did the crisis communication plan work? If it didn’t, what changes work? If it didn’t, what changes should be made? should be made?


The evaluation period cont’dThe evaluation period cont’d Will the media revisit it? If so, how Will the media revisit it? If so, how

will you respond? Did the crisis will you respond? Did the crisis communication plan work? If it communication plan work? If it didn’t, what changes should be didn’t, what changes should be made?made?

Will the media revisit it? If so, how Will the media revisit it? If so, how will you respond?will you respond?

Communicating in a crisisCommunicating in a crisisIt’s over. Take a short time to

enjoy your crisis-free moments, and then begin preparing for the next one, because, unfortunately, there is always a next one. When the next one does arrive, you will be better prepared and have even more knowledge to deal with the

situation.


The whole life of an The whole life of an American is passed like a American is passed like a

game of chance, a game of chance, a revolutionary crisis, or a revolutionary crisis, or a

battle.battle.- Alexis de Tocqueville- Alexis de Tocqueville

communicating in a crisis

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