what's a crisis and why should i care?
TRANSCRIPT
![Page 1: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/1.jpg)
What’s a Crisis & Why Should I Care?Presentation to NCSU PRSSA
October 13, 2015
Roger M. Friedensen, APRRay J. Hornak, APR
forgecommunications.com | @forgecomm
© 2015 Forge Communications, LLC | All Rights Reserved.
![Page 2: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/2.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 2
How often has this happened to you?
Day One
![Page 3: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/3.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 3
Day Two
![Page 4: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/4.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 4
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
Warren Buffet
![Page 5: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/5.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 5
What do we mean by “crisis”?
![Page 6: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/6.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 6
Attributes• Out of the ordinary• Unpredictable, disruptive• Potential to undermine confidence, damage
reputation• Affects or involves multiple audiences• Draws attention of internal/external
stakeholders, including media
![Page 7: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/7.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 7
And once it starts…
![Page 8: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/8.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 8
Types of crises• Natural disasters• Accidents (mechanical,
human error)• Legal or financial issues• Government actions• Criminal activities• Employee incidents• Environment/health issues• High-profile events• Rumors• Digital media attacks
![Page 9: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/9.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 9
But it can happen, and it will happen.
It’s not a question of if, it’s a matter of when…
![Page 10: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/10.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 10
Not every crisis is like this
(though it may feel like it)
![Page 11: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/11.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 11
![Page 12: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/12.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 12
Novozymes, Franklinton, N.C. | February 2006
![Page 13: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/13.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 13
Greensboro, N.C.June 13, 2010
![Page 14: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/14.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 14
![Page 15: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/15.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 15
The first rule
You can’t manage a crisis, but you can – and you must –
manage your reaction.
![Page 16: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/16.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 16
![Page 17: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/17.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 17
![Page 18: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/18.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 18
![Page 19: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/19.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 19
![Page 20: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/20.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 20
Quite simply, this changed – and is still changing – everything.
![Page 21: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/21.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 21
![Page 22: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/22.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 22
And this is all happening at once in real time.
![Page 23: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/23.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 23
Some things have changed,but most things haven’t
![Page 24: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/24.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 24
Business hasn’t changed
“Benefitsshouldbeconferredgradually;andinthatwaytheywilltastebetter.”
“Itisbettertobefearedthanloved,ifyoucannotbeboth.”
“Awiseruleroughtnevertokeepfaithwhenbydoingsoitwouldbeagainsthisinterests.”
“Politicshavenorelationtomorals.”
“Thenewrulermustdeterminealltheinjuriesthathewillneedtoinflict.Hemustinflictthemonceandforall.”
“Intheend,you'remeasurednotbyhowmuchyouundertakebutbywhatyoufinallyaccomplish.”
![Page 25: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/25.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 25
And politics certainly haven’t changed
![Page 26: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/26.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 26
Credibility
Trust
Expertise
Dynamism
+
+
![Page 27: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/27.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 27
Tell me a story, pleeeeeeeeze
![Page 28: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/28.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 28
Tell me less about how it came to be and more what it means to me.
![Page 29: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/29.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 29
Feelings alter attitudes & behaviors• Pleasure – Pain• Hope – Fear• Acceptance – Rejection• Pride – Shame
Andithappensoneindividualatatime...
![Page 30: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/30.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 30
Humans haven’t changed
![Page 31: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/31.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 31
Communication during and after a crisis is not about pulling strings behind the scenes to “spin” the
public and media.
It’s about responding effectively to preserve and strengthen your credibility,
reputation and ability to operate successfully
![Page 32: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/32.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 32
The Four R’s
• React• Respond• Recover• Rebuild
![Page 33: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/33.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 33
Appeal to basic human instincts• What happened?• Are my family and I safe?• Is this good or bad for me and
my family? My friends?• Is this good or bad for the
environment?• Who is responsible?• Who should be rewarded or
punished?• How and when are things
going to be fixed?• What is the right thing to do?
![Page 34: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/34.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 34
![Page 35: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/35.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 35
Top 10 ways to trash a reputation10. Wait till the last minute: Why prepare now if it might never
happen at all?9. Ignore your employees or members: It’ll just distract ‘em.8. Ignore the media: Heck, they’ll just twist the truth anyway.7. Play by your rules and timetable: Why give a hoot about
what anyone else wants?6. Never accept responsibility or apologize: My lawyer knows
best! 6b. Don’t engage in social channels: It’s just too risky.
![Page 36: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/36.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 36
Top 10 ways to trash a reputation
5. Ignore emotions: feelings are for wimps – Facts Rule!4. Cooperate only when you have to: Keep your head
down and your mouth shut. 3. Provide only the bare minimum: why invite confusion
with details?2. Dazzle ‘em with jargon: if a little is good, then a lot is
even better!1. Ignore it and it will go away…
![Page 37: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/37.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 37
A couple of closing thoughts…
![Page 38: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/38.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 38
It’s hard work
![Page 39: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/39.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 39
Excellence takes time
![Page 40: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/40.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 40
Sometimes there’s a bumper crop…
…and sometimes there’s not
![Page 41: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/41.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 41
Sometimes the gods are with you, and sometimes they’re crazy (or just plain mean)
![Page 42: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/42.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 42
You can call me now, or you can call me later
![Page 43: What's a Crisis and Why Should I Care?](https://reader034.vdocuments.mx/reader034/viewer/2022051707/58eca8db1a28abcb758b45e7/html5/thumbnails/43.jpg)
PRESENTATION TO NCPRSSA | CONFIDENTIAL | PAGE 43
(and may the Forge be with you)
Ray J. Hornak, [email protected]
Roger M. Friedensen, [email protected]
@RogerFriedensen@ForgeComm
Thank you!