top 10 action steps in crisis management
DESCRIPTION
Presentation given by Ron Sachs, President and CEO of Sachs Media Group, at the 2013 Florida Public Relations Association Annual Conference. Life is filled with unexpected bad surprises in the form of crises — and it’s important to count on the likelihood they will occur. But, few are properly prepared to handle those dire situations. Whether it’s a corporation, government entity, non-profit or individual, preparing for crisis includes having a plan that involves candor, control, cooperation and cool. Rather than let a crisis be defined in the terms and on the turf of others — including media — it’s most important to take charge of telling your own story, painful as that might seem, or risk being on the permanent defensive. Ron Sachs is a veteran Florida communicator with an extensive background in journalism and government communications. His contacts in government and the media, formed during his service to Florida Governors Lawton Chiles and Reubin Askew, work to the benefit of all our clients. His award-winning media experience includes stints as government/investigative reporter for The Miami Herald, and editorial director for Miami's ABC affiliate, WPLG-TV, Channel 10. Sachs Media Group is Florida’s dominant public affairs communications company for critical issues and one of America’s leading independent communications companies. In 2011, the firm was named the “PR Agency of the Year” nationally in the prestigious Bulldog Awards. With exceptional experience and results in public affairs, branding, social/digital and crisis communications, the firm combines unparalleled relationships, news judgment, messaging and storytelling ability with cutting-edge strategies to engage audiences with content they seek and share. Sachs Media Group, formerly Ron Sachs Communications, is home to the team best known for smart, strong and strategic counsel across the diverse and ever-changing media landscape.TRANSCRIPT
WHEN THE “SHIFT” HITS THE FAN
The Top 10 “Must Do” Action Steps in Crisis Management
Ron Sachs
President & CEO
Sachs Media Group
• Fiscal v. Physical.
• Personal v. Personnel.
WHAT IS A CRISIS?
How can you survive a crisis?
The Top 10 “Must Do”
Action Steps in
Crisis Management
1. Be prepared. Have a plan.
2. Get the facts. Fast. Designated spokespeople.
3. Break your own bad news. Define the crisis in your own terms on your own turf.
4. No Comment = Guilt
5. Communicate with all audiences.
6. Keep the media fed. Provide regular updates.
7. Don’t be afraid to challenge the media when they get it wrong or are unfair.
8. Take real action steps. Cooperate with authorities.
9. Bring in third-party validators.
10. Open a proactive positive track even as you deal with the crisis.
