depaul prssa presentation on crisis messaging
TRANSCRIPT
8/14/2019 DePaul PRSSA Presentation on Crisis Messaging
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Communicating During
a Crisis
February 12, 2010
8/14/2019 DePaul PRSSA Presentation on Crisis Messaging
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2February 16, 2010 2
Introductions
Josh Morton, Account Supervisor
t @joshmorton [email protected]
A food & nutritioncompany.
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Today’s agenda:
• Review preliminary concepts
• Introduce the scenario
• Formulate responses
• Share strategies
• Discussion
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In a crisis…
…You can respond using any
number of media, but it’s importantto step back before you jump in.
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What are the most important factors incrisis response?
- Speed
- Intelligence
- Messaging
It’s not the medium, it’s the message.
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You can’t ‘control your message,’ but you
can control what you say.
And how you say it, when you say it, caninfluence the conversation about you.
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Principles of Messaging
• Define your stakeholders
– Consumers, suppliers, government,
• Anticipate questions
– Informational, challenging
• Develop answers
– Ease concern, show compassion, give
guidance
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J O H N C O W B O Y B E E F
Your Role: Communications Director John Cowboy Beef
-Established 1910
- Family-owned
- Fifth largest beef company in the U.S.
- Supply to high-end steakhouses
- Premium line of ground beef, frozenburgers
- Flawless record of safety
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You
The Scenario:
vs.
E. coli
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The Scenario: Multi-State Outbreak of E. coli
• The CDC and USDA’s Food Safety and
Inspection Service (FSIS) are investigating a
multi-state outbreak of E. coli O157:H7
• Investigators have found 20 people ill with
matching strains of E. coli, most had consumed
or handled ground beef from two restaurants
supplied by John Cowboy Beef
• USDA is requesting JCB issue a Class I recall of
200,000 lbs of ground beef (Class I is a
reasonable probability that eating the food will
cause health problems or death)
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• Cases identified in Illinois, Indiana, New
York and Connecticut
• JCB has received 50 calls in the past
week from worried restaurant managers in
7 states (including the four under federal
investigation)
• No deaths have been identified thus far
The Scenario: Multi-State Outbreak of E. coli
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E. Coli O157:H7- Outbreaks often are caused by food that has tbacteria in it, typically from animal manure(cattle)
- Every year at least 2,000 Americans arehospitalized, and about 60 die as a direct resultof E. coli infections
- A recent study estimated the annual cost of E.coli O157:H7 illnesses to be more than $405million
- E. coli can be spread by eating undercookedmeat and poor hand washing
- Symptoms are typically easy to see
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Health Tips: E. coli
- Listen to information from public health officials onwhat foods to avoid
- Cook ground beef to 160 degrees
- Keep raw meat away from other foods
- Wash your hands!
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Time to write the messaging.
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Identify Your Audience
• Who are our stakeholders?
– Consumers
– Restaurants
– Government (USDA/CDC)
– Employees
– Media
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Anticipate Questions
• Informative:
– What should restaurants do?
– How did this happen?
• Challenging: – What are you doing to solve the problem?
– What are your safety/sanitation practices
like?
–When did you know about thecontamination?
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Develop Answers: Key Messages &Message Mapping – Focus on Consumers/Media
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Develop Your
Messaging
- Consumers/Media
- Government Agencies
- Restaurants
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Develop Answers: Key Messages &Message Mapping – Focus on Consumers/Media
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Now, how will we communicateand where?
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Discussion
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22February 16 2010 22
Thank You!
Josh Morton
t @joshmorton [email protected]
A food & nutritioncompany.
www.foodminds.com