Crisis Communications

Presented by:

Renée T. Walker, APRAVP, University Communications

January 24, 2011

Agenda

• University Communications • Crisis Communications• Media Frenzy• Crisis Communication Protocol• CMU Communication Channels• Crisis Do’s and Don’ts• Discussion

What Constitutes a Crisis?• Anything that threatens or may threaten to significantly

damage an organization and its employees, products, services, financial condition or reputation

• Characteristics of a Crisis:– Surprise– Little information– Confusion– No Control– Magnifying Glass– First Impressions– Potential loss of trust and credibility

Media Frenzy

• If it bleeds…it leads– Global in a nanosecond– Citizen journalists

• Media will lead the charge to fill the information vacuum and be a key source of initial crisis information

• An early response may not have much “new” information, but the organization positions itself as a source and begins to present its side of the story

Crisis Communications Protocol

• Crisis management plan (CMP) serves as a reference tool, not a blueprint– Established communication protocols– Lists of key contact information

• CMP is not a step-by-step guide to effectively manage a crisis

Crisis Communications Protocol

• Make public safety the number one priority• Issue a holding statement as the initial response • Be accurate by carefully checking all facts• Be consistent by keeping spokespeople informed of

crisis events and key message points • Use all of the available communication channels,

including the Internet, Intranet and mass notification systems

Crisis Communications Protocol

• Inaccuracies make an organization look inconsistent• Incorrect statements must be corrected, making an

organization appear to be incompetent • Speaking with one voice in a crisis is a way to maintain

accuracy– Different people can still convey a consistent message

Crisis Communications Protocol

• Not talking to the media about your crisis can make the situation worse. Media will assume you have something to hide

• If you appear to be reticent or misleading, media will work harder to uncover the truth

• Refrain from talking to the media if you are not the official spokesperson

• Get back to reporters with information before their deadlines

• Don’t make excuses

CMU Crisis Communications Protocol

• Pre-Crisis• Public

Safety

CMU Police

• Crisis Response• Spokespeople

UComm• Post-Crisis• Debrief• Reputation

Crisis Team

CMU Communications Channels

• University website/intranet• CMU Media Channel • Public Address System • Posted Information on Building Doors • Email and ListServ• Automated Phone System • Media (print and broadcast)• Public Relations Firm

Crisis Do’s and Don’ts

• Do be aware of potential crises before they arise and University Communications to discuss

• Do work with University Communications to determine the appropriate response and to develop a crisis plan

• Do be proactive about delivering bad news rather than having it announced to you by the media

• Do acknowledge a crisis exists• Don’t run away from the reporter, direct them to

University Communications without comment

Discussion