linda s. rhodes virginia conference director of communications linda s. rhodes virginia conference...
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Crisis Communications
Crisis Communications
Linda S. Rhodes
Virginia Conference
Director of Communications
Linda S. Rhodes
Virginia Conference
Director of Communications
What is a crisis?What is a crisis?
What is a crisis?What is a crisis?Crisis: “A situation that puts your
organization’s values on trial in the court of public opinion”
What is a crisis?What is a crisis?
Emergency: “A situation that requires immediate attention and may attract the attention of the media and/or public.”
What is a crisis?What is a crisis?Controversy: “A situation that calls
attention to a divide in the denomination, conference or local church.”
What is a crisis?What is a crisis? Can be good or bad
Most are bad
What is a crisis?What is a crisis? Personnel crisis Criminal or legal action Violent acts, demonstrations,
death or injuriesCorporate crisis‘Perceived’ crisis Positive crisis
A crisis …A crisis … Usually comes suddenly
A crisis …A crisis … Usually comes suddenly Info, key leaders not available
A crisis …A crisis … Usually comes suddenly Info, key leaders not available Provides opportunity - early
A crisis …A crisis … Usually comes suddenly Info, key leaders not available Provides opportunity - early Has a life cycle
A crisis …A crisis … Usually comes suddenly Info, key leaders not available Provides opportunity - early Has a life cycle Impairs judgment, clear thinking
Develop a PlanDevelop a PlanBest organizations prepare for bad times when times are good.
Why?Why? Church can’t hide from public
scrutiny
Why?Why? Organization may win in court of
law, but lose in court of public opinion
Why?Why? Without plan, temptation is to delay,
stonewall, avoid, be defensive – say “no comment.”
Result is always negative.
Why?Why? To ignore or refuse media
interview at any stage of a crisis is to increase heat, not light.
Why?Why? When crisis strikes, everything good and
positive about organization may be called into question.
Why?Why? Reputations of churches, districts,
conferences can rise or fall, depending on conduct in days and months after crisis.
GoalGoal Get from event to disinterest as quickly as
possible.
Build stronger, more positive reputation for church.
Public expects…Public expects… You to care about what happened To know what you are doing about
situation To know that you will prevent
recurrence
Good plan …Good plan … …Offers compassion, concern and care
for victims, those affected. …Meets needs of news media. …Projects positive image for
organization.
Crisis Communications Plan
Crisis Communications Plan
1. Crisis communications team
2. Rationale
3. Objectives Openness, accessibility Truthfulness Responsiveness No secrets
Crisis Communications Plan
Crisis Communications Plan
4. Possible crises Natural disasters Criminal acts or legal action Violent acts, death, injuries Personnel “Positive” crises Perceived crises
Crisis Communications Plan
Crisis Communications Plan
5. Spokesperson(s)
6. Staff assignments
7. Decision-making process
8. Guidelines for dealing with news media
Crisis Communications Plan
Crisis Communications Plan
9. Audiences – contact lists Need-to-know (conference, church
staff, officers, congregation, others) News Media UM disaster response Others?
10.Communications channels
Crisis Communications Plan
Crisis Communications Plan
11. Computer back-up
12.Training
13.Office space
14.Notification process
Crisis Communications Plan
Crisis Communications Plan
15.Media relations Build working, trusting
relationship in advance
16.Practice
17.Regular meetings of crisis team
Handling telephone callsHandling telephone calls Take written message Get reporter’s name, media outlet,
phone number, deadline Ask for topic, info needed Say spokesperson will return call Don’t answer questions yourself Be polite, but firm Keep log
Please,DO NOT say:
“No comment!”
Please,DO NOT say:
“No comment!”
On-site reportersOn-site reporters Refer questions to spokesperson
(pastor, conference communicator, D.S.)
Don’t be hostile Don’t give personal opinion Don’t speak “off the record” Be polite, but firm
Please,DO NOT say:
“No comment!”
Please,DO NOT say:
“No comment!”
Hold ResponseHold Response Use if not prepared to respond
Buys time– Determine best spokesperson
– Gather facts
– Consider key messages
BUT get back to reporter ASAP
Hold ResponseHold Response“I want to make sure we give you the most accurate, up-to-date information. What is your deadline? If you give me your contact information, I’ll return your call within the next 30 minutes.”
Hold ResponseHold Response“Our pastor (or designated spokesperson) is knowledgeable about this issue. If you tell me your phone number, deadline and information you need, I’ll have her/him return your call as soon as possible.”
Reporter’s JobReporter’s Job Ask tough questions about issues people
care about
Get accurate, up-to-date information
Meet deadlines
Make story interesting and significant
ReportersReporters Not enemy
Not friend
Professional doing job
Spokesperson’s jobSpokesperson’s job Be reliable, credible source of information
Advocate the church’s perspective
Create positive image
Connect with the audience
HOW?HOW? Be prepared
Have facts
Develop message (“Sound bite”)
Practice, practice, practice
5 Fs are best approach5 Fs are best approach Fast Factual Frank Fair Friendly
What’s your objective?What’s your objective? Always communicate with purpose
– Show compassion, concern– Give facts– Explain process, policies– Actions to ensure it doesn’t happen again
Develop your messageDevelop your message No more than 3-4 key points
Keep it short and simple
Positive language
Repetition, repetition, repetition
Examples of Key MessagesExamples of Key Messages“This accident has saddened all of us, and we are ministering to those involved and working to prevent it from ever happening again.”
Examples of Key MessagesExamples of Key Messages“Our hearts have been deeply saddened by this tragic event. We have a very strong Wesley Foundation ministry on campus that is now offering counseling and care to students and faculty. We have gathered in prayer and concern for all who lost their lives, their families and friends, the administration, faculty, student body and the wider community of Blacksburg.”
Interview preparationInterview preparation Who is the audience?
What are my main points?
What are facts and examples that support my points?
What might a reporter ask?
How will I respond?
Sound BitesSound Bites 6-15 seconds long
Summarize complex issue in simple terms
Don’t use church lingo or acronyms
Sound BitesSound Bites Say most important thing first
Briefly elaborate
Explain how it affects audience
BridgingBridgingTouch on the question and use transitional phrase to go to your message at every opportunity– “What I can tell you is …”
– Let me put that in perspective.”
– But it’s important to know that …”
– The bigger issue is …”
BridgingBridging“I can’t speculate about the cause of the accident. What I can tell you is the church is fully cooperating with law enforcement officers as they work to determine the cause. Our focus right now is on providing pastoral care and support to church members who were riding in the van and their families …”
Interview Do’sInterview Do’s Practice
Tell the truth (but not everything you know)
Be concise – Short, simple statements
Use positive language
Interview Do’sInterview Do’s Take control of interview
Speak with conviction
Make your point in every answer –repeat your message
Interview Don’tsInterview Don’ts Lie Get hostile or defensive Give long, rambling answers Use jargon or acronyms Speak “off the record” Guess, speculate or speak outside your
area of expertise
Interview PitfallsInterview Pitfalls Don’t raise issues you don’t want
to see in the news
If you don’t know, say so
Stop talking once you’ve answered the question
Difficult QuestionsDifficult Questions “What if?”
“Why did so-and-sodo such-and-such?”
Personal opinions
False premise
Forced choice
Dealing with ControversyDealing with Controversy Use opportunities for bridging
Talk about process –focus on policies and procedures
Stay cool
Don’t repeat negatives – even to dispute them
Phrases for ControversyPhrases for Controversy“United Methodists are not of one mind on some issues, but it’s important to have debate and discussion about these issues.”
Phrases for ControversyPhrases for Controversy“One of the strengths of The United Methodist Church is that we can express different opinions and have an open dialogue about issues.”
Be preparedBe prepared Identify key message (sound bites) Select spokesperson(s) Identify questions reporters might ask Practice saying messages (sound bites) Role play helps!
ResourcesResourceswww.umcom.org >> “Training Resources” >> “Media Relations Ministry”
$7.50
For Assistance:For Assistance:Linda S. Rhodes
Virginia Conference
Director of Communications
Office: (804) 521-1111
Cell: (804) 517-8147
E-mail: [email protected]