CRISIS COMMUNICATIONSPLANNING

A rehearsal for crisis

Planning is key

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

AUDIENCEANALYSIS

Who really needs to knowyour messaging?

Internal AudienceExternal Audience

CRISIS COMMUNICATIONS TEAM

Identify key members Train them Define availability, contact information

BOARD SPOKESPERSON

In addition to NPO director,who will speak for BOD?

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

POST CRISISEVALUATION,FOLLOW-UP

Review crisis response: internally/externallySurvey staffPublic perceptionInvite feedback from partner-agencies, third partiesLessons learned:

“What did we do well?”“What could we have done better?”