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CRISIS COMMUNICATIONSANSC 4800
Issues in Animal Agriculture
April 1, 2014
Virginia [email protected]
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Risk vs. Issue Management
Risk is the potential for experiencing a
hazard
Issue management is systematic1. Forecast2. Identify3. Manage
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Crisis
• Event or series of events characterized by threat to important goals, short response time, and surprise.
(Crisis Response Project, July, 2006, Kansas City, MO)e or series of events characterized by threat to important goals, short response time, and surprise.
(definition from Crisis Response Project, July, 2006, Kansas City, MO)
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Where Do They Come From?• Most crises spring from events or
controversies.• Many find their roots in disputed
issues.• Most can be anticipated.
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Crisis Management
• From a public relations perspective, the goal is to minimize a crisis’ impact on
• Image• Financial health• Long-term viability
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Crisis Communication• The exchange of messages with the goal of mitigating or
eliminating a crisis.• Internal• External
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Plan for the Worst
Anticipate by looking into your discipline and business for problems and potential issues.
Use your professional network.
Brainstorm with peers to generate a list of things that can go wrong.
Create a crisis communication plan.
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Manage the Response
• Should you respond?
• Is the response public or private?
• Is the response high, low, or no profile?
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What’s the Truth? Who Cares?
• Get your facts straight• Analyze the issue• Monitor the media
• Identify your stakeholders• Talk to your internal audiences• Stay in touch with your external
audiences
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Manage Up, Across, and Down• Manage up
• Everyone has a boss• Keep your boss informed• No one likes surprises
• Manage across and down• Colleagues and support staff are
talking• Don’t make them learn about it from
the media
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They’re Only Words…
Click icon to add picture
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Develop Your Message• Messages should
• Answer Questions Honestly• Convey regret/compassion for those affected• Acknowledge the organization’s role in the event• Describe corrective actions• Tell how people can help
• Messages should not• Be hostile• Be defensive
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Get Your Message Across
• Lead with main points• Don’t use jargon• Stick to the facts• Correct inaccuracies• Ask the reporter questions• Offer to answer follow up
questions• Never say, “No comment”
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Learn From the Crisis• Evaluate your communications
• Determine• problems within your system• gaps in strategies• policy revisions
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Best Practices Model
Strategic Planning
Proactive Strategies
StrategicResponse
Plan Pre-event Logistics
Form Partnerships
Be Accessible to Media
Coordinate Networks
Listen to Public Concern
Communicate Compassion
Accept Uncertainty
Be Open and Honest
Provide Self Efficacy
National Center for Food Protection and Defense, University of Minnesota
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PLAN FOR THE WORSTTo Manage Issues for the Best Results